IFA International spoke with Arzum’s Chairman of the Board, T. Murat Kolbaşı, about the new Arzum OKKA Espresso Family line, the brand’s strong presence in Europe, and its global expansion efforts
At IFA this year for the sixth time with a much larger space than ever before, Arzum is launching a new range of espresso machines, its Thermogusto smart food processor and a new personal care product family.
What are the key innovations Arzum is presenting at IFA this year? We are introducing many new products, developed with a passion for innovation and reflecting our 57 years as an industry leader. We are showing a total of 75 products, including the new Espresso Family range, our new Revolution Series personal care line, and our multi-functional smart food processor, Thermogusto.
Can you tell us about your new espresso machines? Over the past decade, we have seamlessly fused Turkish coffee with our machines, establishing Arzum OKKA as a globally recognised brand. With the Arzum OKKA Espresso Family we are transferring the expertise gained in Turkish coffee to espresso and elevating the coffee experience to an even higher level. In addition to semi-automatic espresso machines, the product line also includes fully automatic machines with a total of eight products. Our fully automatic coffee machines stand out for their cold coffee-making feature while almost all of the machines are equipped with LED control panels, automatic programmes, and personalised settings.
We have been present on the European market for many years and have a strong position.
What is Arzum’s current position on the European market and what are the brand’s strategies for success in the region? We have been present on the European market for many years and have a strong position. We have achieved very good sales figures in physical and online channels, and we have had noticeable increases in our e-commerce sales volumes. Additionally, we have entered new markets like Estonia, Lithuania, and Latvia.
At the top of the list of factors that have contributed to our success in Europe is our multi-channel strategy. Our investments in innovation and R&D also help us stand out, along with our ability to analyse the market and respond appropriately to the needs of different cultures. Namely, we develop products based on the market, instead of developing a market based on products.
What can visitors to IFA expect on Arzum’s stand this year? We are at IFA for the sixth time this year, with a much larger space than ever before, and we are becoming a more ambitious participant with each year. At our stand, we are presenting a wide range of products, offering refreshments prepared with our products, and inviting visitors to take part in interactive events using our products.
Global expansion
Apart from the strong position the company is continuing to secure in Europe, Arzum is looking to expand to new markets and become an even more global brand, a goal Mr Kolbaşı says it is pursuing through continued investment in international markets, e-commerce, and its multi-channel structure. “It is our priority to enter new markets and to steadily strengthen our market share each year in the countries where we already operate,” he asserted. To achieve this, Arzum is focusing on providing innovation that meets user expectations while offering a strong range of products – now numbering over 250 – in multiple categories. “Innovation, R&D, product diversity, user satisfaction, and loyalty bring us to the forefront in every country we operate in,” he affirmed.
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