MR. ELMOR IS STILL AT WORK

Founded in 1955 and making its mark on Turkiye with the ubiquitous "Mr. Elmor" advertising campaign of the 1970s, Elmor remains a leading manufacturer in the industry today with its E.C.A. and Serel brands. Elmor General Manager Enver Oz spoke to our magazine about the company's recent activities.

Elmor General Manager Enver Oz

Elmor is a major player in the plumbing supplies industry. How do you assess the company's growth in recent years?

At Elmor, with our E.C.A. and Serel brands, we have not only increased our share in the sector but also gained significant momentum in the production of value-added products. Thanks to our R&D investments, digital transformation projects, and sustainability-focused production approach, we have achieved steady growth in both domestic and export markets in recent years.

How has the rapid digitalization of the plumbing industry impacted Elmor?

Digitalization is no longer just a technological trend; it's a necessity. At Elmor, we're integrating all our processes, from production to customer experience, onto digital platforms. We've launched faucets and sanitary ware equipped with smart products and touchless solutions. In our internal processes, we've increased our business efficiency through ERP systems, data analytics, and production automation.

What kind of sustainability and environmental awareness initiatives do you undertake?

For us, sustainability is more than just a social responsibility; it's an integral part of our business. We're taking concrete steps in many areas, from developing water-saving products to increasing energy efficiency in our production processes. Our Serel brand sanitary ware products are produced using environmentally friendly raw materials. We're also actively working on waste management, reducing our carbon footprint, and complying with Greenguard certifications.

How would you describe Elmor's competitiveness in the sector?

Elmor's greatest strength is its ability to combine its deep-rooted history with continuous development. Thanks to the trust our brands have built, our product quality, our commitment to innovation, and our strong after-sales service structure, we are always one step ahead of the competition. Elmor is a company that shapes the sector with its marketing strategies. It is a pioneer and leader in the industry. Furthermore, by producing to global standards with our domestic production capacity, we hold a strong position in both the domestic and international markets. As a pioneer in the plumbing and faucets category of the internationally prestigious Plus X Award platform, E.C.A. prioritizes innovation and design in every aspect of life, from kitchens to bathrooms, and beyond. E.C.A. was awarded "Best Brand of the Year" for 2025.

What are your goals for the coming period?

Due to the challenges experienced globally in manufacturing and logistics in recent years, many countries have turned to Turkiye for product supply. We aim to become more active in the markets of the countries we export to and expand into new markets through collaborations through trade fairs and various sectoral meetings. To this end, we aim to increase our contribution to the national economy by making our brand a more prominent figure globally.

What do you focus on most as a leader during times of crisis?

Crisis periods are when leadership reflexes are most clearly evident. During such times, our primary focus is on maintaining team unity and maintaining open communication. Regardless of the magnitude of the crisis, sharing accurate information in a timely manner, maintaining employee confidence, and remaining solution-focused are critical. Furthermore, managing resources effectively and moving forward with flexible strategies are also among our priorities.

What was the most difficult management decision you've ever made?

We made many challenging decisions, but perhaps the most challenging was balancing maintaining production during the pandemic with prioritizing the health and financial well-being of our employees. We had to implement detailed planning and meticulous process management to maintain production while ensuring the health of none of our employees was compromised. By making the right decisions, we successfully navigated this period.

What is your most important advice to young entrepreneurs and the next generation of managers?

They need to be courageous and patient. In today's fast-paced world, we want to see results immediately, but sustainable success takes time and effort. My biggest advice to young managers is to understand technology well, never ignore empathy in team management, and always be open to learning. It's also important to remember that the key to success isn't just intelligence, but also vision, reinforced by consistency and ethical stance.