Independent rep from Turkey exemplifies power of relationships

HIGH POINT — Twice a year, premarket sets the stage for retailers to preview introductions typically officially introduced a month later at market by suppliers.

However, premarket also is critical to independent sales reps who often serve as the conduit between retailers and their suppliers. 

As I also learned during this past premarket, some reps, such as Elif Cohn, take acting as intermediaries to a whole new level.

Cohn, who was born and raised in Turkey, grew up in the fabric business with her family owning a successful fabric mill there. 

In 2008, she launched what today is called Carnation Home, selling upscale fabric from Turkey to jobbers and also supplied fabric to upper-end furniture makers including Baker, Bernhardt, Century and others.

As the company established itself as a reputable fabric source, Cohn sought to fill her growing orders by partnering with two additional  textile mills in Turkey and took on an expanded role as the sales agent for all three factories.

While doing this, Cohn found herself forging stronger professional relationships with case goods manufacturers in Turkey.  “In terms of capabilities, Turkey’s home furnishings suppliers were like a treasure chest that had not been fully opened,” Cohn said.

Cohn credits Turkish furniture makers for their precision in manufacturing, coupled with exquisite design and what she says is “careful attention to achieving a balance between beauty and functionality.”

According to Cohn, globally, Turkey is also the second largest producer of medium-density-fiberboard, a top exporter of glass and metal and has ample supplies of walnut, oak, ash and other woods used to make furniture.

She also noted that there are logistical advantages to buying furniture from Turkey. “Currently, 40-foot container prices are between $2,500 and $3,000, and shipping time by boat is three weeks,” she said.

Cohn is also active in F-tr, a consortium of some eight major Turkish furniture factories that came together in 2021.

Those factories include Adore, Çilek, Doğanlar Furniture Group, Gündoğdu, İşbir, Kilim and Nurus. 

Together, those factories represent some 6,400 employees, more than 300 years of combined furniture manufacturing and about 8 million square feet of manufacturing and warehousing space.

“The consortium is already producing products for leading suppliers here in the United States, and we see this as a bright new sourcing channel for domestic suppliers looking for competitively priced, quality furniture from Turkey and Eastern Europe,” Cohn said.