Turkey is one of the world's strongest furniture manufacturers. But there is a deep chasm between producing and becoming a brand in Europe.

Many companies try to leap over this chasm without realizing it. They translate catalogs, go to fairs, and look for distributors. The result: high costs, low returns.

The problem is not product quality. The problem is that the product is not presented with the right story, to the right market, in the right format.