“DURING A CRISIS, ONE SHOULD NOT REMAIN DEPENDENT ON A SINGLE GEOGRAPHY”

• We chatted with Yurtbay Seramik Marketing General Manager Hasan Bülent Şamlı in his office, accompanied by the chirping of birds. While answering our questions on many topics, Şamlı emphasized the importance of maintaining market diversification without becoming dependent on a single geography in the face of the fluctuations created in the sector by the US-Iran tension.

FATMA BATUKAN BELGE

You've just returned from Bali. Thank you for taking the time to speak with us. You were there for Yurtbay Seramik's traditional dealer meeting, weren't you? Was there a particular reason you chose Bali and Singapore for this meeting?

We held our annual dealer meeting in Bali and Singapore this year. We see these events not just as meetings, but as important platforms where we strengthen our relationships with our dealers and reinforce our shared vision.

Our main reason for choosing Bali and Singapore was our desire to offer our dealers an inspiring and different experience. Contact with different cultures strengthens our collaborations. At the same time, these kinds of events allow us to have more intimate and productive exchanges outside of the daily work pace.

You recently participated in Coverings, a major trade fair for ceramics and natural stone in America. How were Yurtbay products received, and were any new collaborations formed?

Coverings is one of the most important events where we can gauge the pulse of the sector on a global scale. For Yurtbay Seramik, participating in this platform is extremely valuable, both in terms of strengthening our existing collaborations and contacting new markets.

Our products received very positive feedback from visitors regarding their design language, surface quality, and technical performance. Seeing firsthand how expectations are evolving in international markets was a significant gain for us.

We consider these types of fairs not just as areas where we showcase our products, but also as platforms where we can understand the market on-site and refine our strategy. Indeed, during this process, we both established new business connections and had the opportunity to further develop our existing collaborations.

Speaking of the fair, what kind of products will we encounter if we look at the new trends in design?

Recently, naturalness, simplicity, and functionality have come to the forefront in the design world. While interest in large-sized products continues, there is a shift towards collections with more practical sizes and that are more compatible with living spaces.

While natural stone and marble-effect surfaces still hold a strong place, we see that designs with warmer, simpler, and richer textural textures are coming to the fore. On the user side, ease of use and harmony with the space are becoming as decisive as aesthetics.

At Yurtbay Seramik, instead of just following trends, we focus on developing products that will add value to the market and have a sustainable return by correctly interpreting this transformation.

As far as I know, applications for the Zeki Yurtbay Design Awards, which you are organizing for the 13th time this year, have closed… Could you tell us about this year's theme of the competition, which encourages young designers?

We see the Zeki Yurtbay Design Awards not just as a competition, but as an important platform that brings young designers into the sector. This year, we have chosen "30x" as the theme for the competition, which we are organizing for the 13th time, in honor of Yurtbay Seramik's 30th anniversary.

With this theme, we aimed to create a space where young people can freely express their creativity and which aligns with contemporary design approaches. Our goal is to support different perspectives and bring these ideas together with the world of production.

The increasing number of applications and the quality of projects each year show that this platform has found a place in the sector and is positioned correctly.

The US-Israel-Iran war, tensions in the Middle East, etc… How would the Turkish ceramics sector be affected by this process, considering it from the perspective of an international ceramics exporter and manufacturer?

Global political and economic developments directly affect the ceramics sector, like all export-oriented sectors. Tensions and increasing uncertainties in the Middle East can sometimes lead to fluctuations in both demand and logistics processes.

The most critical issues that stand out during such periods are managing risks correctly and maintaining market diversification. Establishing a balanced structure in different markets without being dependent on a single geography is more important than ever.

At Yurtbay Seramik, we see opening up to alternative and developing markets as a strategic priority while maintaining our strength in existing markets. We believe that sustainable exports are only possible with a properly structured and balanced market structure.

You made a significant investment in the solar power plant established at your production facility in Eskişehir. How much does this increase energy efficiency?

The solar power plant investment we commissioned at our facility in Eskişehir constitutes an important part of our sustainability goals. With this project, which has a total capacity of 5 MW, we anticipate generating approximately 9.4 million kWh of electricity annually. This means that we can meet approximately 13% of our total energy consumption with our own resources. This investment makes a significant contribution not only in terms of energy costs but also in terms of reducing carbon emissions and limiting our environmental impact.

Yurtbay products have once again received a low VOC emission certificate from the international certification body MAS Certified Green… Why is this certificate important?

The MAS Certified Green certificate is an important reference that internationally certifies the sensitivity of our products to human health and the environment. Low VOC emissions stand out as a critical criterion, especially in terms of maintaining indoor air quality in enclosed living spaces.

Today, user expectations are not limited to aesthetics; the demand for healthy and sustainable products is increasing. This certificate is a concrete indicator of how well Yurtbay Seramik responds to these expectations.

What are the most important values ​​at Yurtbay Seramik? What concepts summarize the company philosophy?

For us, sustainability, trust, and mutual benefit are among the most fundamental values. We prioritize long-term collaborations, especially in our dealer network. We believe that for healthy business growth, all stakeholders must win together.

Furthermore, quality in production, transparency in sales, and sincerity in relationships are also key elements that form the basis of our corporate culture.

Could you tell us about your new investments?

Our most significant recent investment has been the factory modernization process, where we completely revamped our production infrastructure. With this investment, which we commissioned in 2026, we have restructured our production processes with the latest technologies

 In addition, we are continuing our efforts to increase our product development capabilities and strengthen our showroom investments. Our goal is to position our brand more strongly and competitively, both in the domestic market and on the international stage.

What is your approach to women's employment? Can you provide information about the number of female employees at Yurtbay Seramik?

We have 148 female employees at Yurtbay Seramik. We value strengthening the presence of women in business and supporting equal opportunities. We believe this approach positively impacts not only our corporate culture but also our business results.

Do you have any special hobbies that you find time for amidst your busy work life? Your birds in the office give a little clue…

I prefer to travel and explore new places whenever I get the chance amidst my busy work schedule. Contact with different cultures nourishes both my personal and professional perspective. In addition, I am interested in outdoor sports and I greatly enjoy exploring the underwater world by diving. Another area where I connect with nature is songbirds; I believe this pursuit has a calming and balancing effect.

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WHO IS HASAN BÜLENT ŞAMLI

Born in Malatya in 1964, he graduated from the Department of Business Administration at the Faculty of Economics and Administrative Sciences, Dokuz Eylül University. To further his academic development, he completed a master's degree in Political Science and Public Administration at Ahmet Yesevi University. In addition, he received internationally recognized training in corporate and executive coaching, professional coaching, and management consulting.

Throughout his career, he held senior management positions in leading brands in the sector such as Ege Seramik, Termal Seramik, Seramiksan, and Qua Granit. For a period, to gain closer contact with the field, he had the opportunity to experience the commercial side of the business firsthand by operating ceramic dealerships in Balıkesir Edremit and Ayvalık. This process allowed him to see the entire chain, from production to sales, more holistically. 

Currently he serves as the General Manager of Marketing at Yurtbay Seramik, contributing to the brand's growth journey in both domestic and international markets.