Company Report: Fenis Teknik
Market leading aluminium radiators Fenis Teknik is a market leading operator in aluminium radiators, which is only one facet of the Fenis Holding Group

Fenis Teknik was established in 1986

Fenis Teknik is a market leading operator in aluminium radia

The company is only one facet of the Fenis Holding Group

When you think of Fenis Teknik, you think of the market leading aluminium radiator operator (ALURAD) in Turkey. Since 1986, as International Sales and Marketing Manager Ziya Yigit outlines, the company has produced ALURAD aluminium radiators for the domestic market and markets further afield, and has enlarged its capability in the last five years to export, meeting high demand.

“That’s right,” says Yigit. “We are working to enter markets in the European countries like Germany; we already had options in Ireland and Sweden and in terms of manufacturing capacity, we have nearly 500,000 square metres, equivalent to 150,000 radiators and a 100,000 square metres of solar thermal collectors — SOLARTEK.”

Fenis Holding Group as a whole has five divisions, one division of which is the focus of this profile, aluminium radiators. Fenis Teknik also has an interest in constructions and textile aspects, among others.

FOCUS ON RADIATORS
But the focus for this piece is on the radiator side. “Due to our technical service and our quality we are the market leader in Turkey for ALURAD — aluminium radiators,” confirms Yigit. “We like to enter foreign markets.” Indeed, at the time of our conversation, Yigit is in Germany and working hard to further the brand in the country with a strong focus on provisional sales, marketing and to bring the customers new products. “I personally do like to take this challenge because I’m responsible for building up the new systems, to do personal talks and interact with wholesalers,” says Yigit. “We have already done some necessary R&D works with the Scandinavian market and we are already in business with one of the biggest shower producers out there, which fits in with the product range outside of the radiator element of things.” Indeed, the aluminium is sourced from Scandinavia, coming from Norway.

The mission is clear — to enhance value for customers, to stay the market leader and to enter new markets with innovative products and also to become a synonym for eco friendly operation.

But what characteristics do you need to be a market leader and continually put yourself in a position to reinforce that status? “You have to be quality in the manufacturing side of projects, to have certificates from international institutes, provide a quality service for the customer and to have the right technical communication platform,” says Yigit, to name a few. “We also do a lot of other things, like we are supporting many kinds of social projects in Turkey; we are at almost every fair in Turkey in the sector of climate and heating, and things like that.”

HEALTHY TURNOVER
As you might expect from a market leader, turnover has been healthy to say the least.

Last year, until October 2008, the company increased turnover by nearly 40 percent and the sum of total sales was around $18 million for the domestic market. “Now, we have two ways in providing our products to the market, one way business to business and the other way is to offer our products direct to construction projects,” says Yigit. “The construction owners, of course, were affected by the economic crisis and have not so much money to invest in residential buildings as our product is for the luxury market. Of course, it follows that if company owners have less money for new buildings then Fenis cannot provide their radiator for the new buildings. They are all waiting now for crisis to be over,” says Yigit.

As mentioned, Yigit’s German quest is to search for wholesalers in the country who are willing to get on board. “It’s not our way to offer direct to the end customers, just through the partners and wholesalers.”

Technology is another big reason for Fenis’market leading credentials. “We use high technology in order to ensure the high quality we pursue,” says Yigit. In general, the firm is always on time with technology innovations and creating new products.

Energy saving is a hot topic with Fenis as the subject of less water to heat up the radiators is a sticking point in the sector. “Buildings obviously have to save energy costs and our products fit to that thinking,” says Yigit. “Energy saving is a really urgent matter worldwide and when you consider climate changes and the adaptations needed to be made, our product fits in well with that.”

And the plan moving forward for Fenis Teknik? To stay in that spot as the market leader in its specific field. “Our first aim in the domestic market is to stay as the market leader and to build up a new distribution system in Europe is the second one,” says Yigit. And Construction Digital has no doubt that with the powerful credentials of the firm, Fenis Teknik will be well equipped to take its powerful brand far in the near future and beyond

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