Gezer Ayakkabı

02/04/2002 (00:00)

Brief History

Founded in 1968, Gezer Footwear started with wooden slipper production, afterwards adding sandals and boots to its product range. They built a factory in Gaziosmanpaşa Bereç after PVC became widely used in industrial production and the company decided to use this material in its slipper sole production in 1985. Gezer also started export activities during the same period. They began exports to Russia and later expanded their export destinations to countries such as Saudi Arabia, Egypt and Iraq.

In 1993-94, Gezer decided to increase its capacity after considering that it could manufacture more ergonomic products with polyurethane (PU) material, which had begun to be used increasingly in the industry, and moved its facilities to a larger site in Hadımköy to establish a greater production capacity and used the old factory in Bereç as a warehouse.

In parallel with the growth seen in the industry, Gezer itself experienced significant growth at the time. In 1996, they founded another factory within a 25,000 sqm. area to produce artificial leather in order to better integrate with the sector and Gezderi was founded. Using this approach, Gezer continued to expand its business activities to other areas and began to produce shoe uppers to be used both for Gezer products and to be exported. Also in early 2000, Gezer founded Ferah Sole within Gezderi to produce soles for slippers and other products.

After that, Gezer also decided to work in the raw material business and by establishing a new division, they started to produce their own polyurethane to meet their PU needs. They also began to export their excess PU material.

Gezer became the first company with ISO 9001 in its sector when it received its certification in November 1999. It also has TSE and TSEK certifications as well as Ahab certificate which certifies the company may sell products to the military.

Gezer was ranked first place among the export companies in its sector on the ITKIB (Istanbul Textiles and Clothing Exporters Association) list in 2001.

Product Range

Gezer Group produces the following:

  1)  Slippers and sandals with PVC and PU sole for summer and winter for every age
  2)  Boots with PVC sole for every age
  3)  Soles for slippers, sandals and shoes (with brand name Ferah Taban)

Gezderi produces artificial leather particularly for slippers, shoes, furniture, bags and flock type synthetics.

With a slipper production capacity of 125,000 pairs/day, Gezer sells 60% of its production in the domestic market while the rest is exported to 45 countries including Russia, Germany, England, Spain, Greece, Poland, Czech Rep., Ukraine, Ghana, Saudi Arabia, and Jordan. Gezer products include slippers, boots, sandals and artificial leather and soles.

Plastics consumption

On a monthly basis, 150 tons of PVC (K:70) material is consumed. The average PVC consumption rate reaches 200 tons/month during busy months like February, March, April and May. Approximately 30% of Gezer's plastic consumption results from its slipper production using PVC and 70% of it is PU.

Gezer also consumes 350 tons/month of DOP and consumes 8,000 tons/year of PU.

Supply sources

Gezer buys all of the DOP material it needs from domestic sources while it imports some of its PVC needs from other countries. They do not buy Petkim material, but buy material from various countries, mostly from Hungary, Germany and Romania. Gezer buys the PU feedstock from Europe.

Gezer does not prefer to buy material from far away countries since they have expensive freight costs and close-by markets offer much more reasonable prices with convenient terms.

Product specifications

Gezer prefers PVC material because it is very easy to process and PU because end-users find it ergonomic, healthy and long lasting. Gezer uses PU in producing sandals and slippers and PVC in boot production.

Expansion Plans

70% of Gezer's artificial leather and plastics production is used within the company. The company is planning to increase its production capacity to provide supply both to the domestic market and foreign markets equally.

In PU slipper manufacturing, Gezer's aim is to increase export figures while it keeps the domestic demand under control as well. Gezer products are sold in the domestic and foreign markets with a 50:50 percentage. Gezer exports 23-24 million pairs of slippers every year.

The company is aiming to produce more flexible models and find new markets for the marketing of its products. In its export activities, Gezer focuses on the African market. Niger, Nigeria, Kenya and Ghana are among the 45 countries it exports its products.

Gezer believes that they will reach greater sales volumes with its high quality and economic products.

Market Conditions

Gezer emphasizes that the slipper sector is becoming increasingly competitive and margins are very low. They note that there are a lot of imitation products in the sector and inappropriate manufacturing negatively affects the sector. They point out that established manufacturers of the sector are troubled by this situation.

On the other hand, Gezer claims that depending on certain conditions, worsening economic conditions can have a positive effect on sales figures for slippers. Since slippers are considered among the fundamental consumption items and there is excessive manufacturing capacity in the sector, slipper prices are cheap.

Gezer notes that PVC consumption is the lowest during June, July and August when PVC prices correspondingly decrease.

ChemOrbis/Internet Strategy

Believing that a successful online fair environment can be created on the Internet, Gezer is planning to establish an infrastructure on the Internet through which they will be able to take orders online. They also want to provide customers with the opportunity to obtain introductory information about products and services from an online fair as if they are visiting company stands in an actual fair organization, as well as receiving technical information and creating orders online. Thus, Gezer considers that trading activities can be carried to the Internet environment.

Gezer is planning to create an online catalogue for its artificial leather production in the near future. They will be expecting their customers to give their orders using this catalogue when it is ready.

Gezer appreciates ChemOrbis' contribution to the plastics raw material market and expresses that they are pleased with the service ChemOrbis provides. They also note that they follow the daily price and market analysis news from the ChemOrbis site.

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