Türkiye Has a Serious Desire to Grow and Invest in Modern Machinery
Interview: Tuğba Karademir
Jonas Beernaert, Sales Manager for Technical Textiles and Carpet Machinery at Handsaeme Machinery said; “Türkiye’s textile industry is substantial, particularly in the woven rug segment, and we’ve seen a growing interest in the tufting and artificial turf sectors as well. The Turkish market has enormous potential and a clear desire to grow and invest in modern machinery.”
Handsaeme Machinery which operating worldwide, including the carpet, textile and wood industry; provides various automation services such as cutting, rolling, packing, conveying, fastening, inspecting and measuring. For the Belgium Special Issue, we interviewed with Jonas Beernaert, Technical Textile & Carpet Machinery Sales Manager of Handsaeme Machinery.
‘We Saw a Strong Rebound in Demand in the Second Half of 2024’
How was 2024 for your company and Belgium textile machinery manufacturers? Can you explain this with machine production, machine sales figures, and growth figures?
2024 was a challenging year for Handsaeme Machinery and the Belgian textile machinery industry. The year started off slower than expected, with several factors, including economic uncertainty and supply chain disruptions, affecting both production and sales. However, as the year progressed, we saw a strong rebound in demand, particularly in the second half of the year.
The recovery was driven by a surge in orders for our automated machinery, especially from international markets looking to upgrade their production lines. While we wouldn’t describe 2024 as a year of significant growth, the strong finish positions us well for 2025. It also reflects the broader resilience of the Belgian textile machinery sector, which adapted well to the fluctuating market conditions.
Can you talk about your product portfolio and the features distinguishing your products from your competitors?
At Handsaeme Machinery, our product portfolio focuses on advanced, automated solutions for the carpet and artificial turf industries, along with carpet confection. We offer cut-to-order machines, robotic handling systems, and custom machinery designed to optimize production processes for these sectors.
What sets us apart from competitors is our deep specialization in these industries and our ability to create bespoke solutions that meet the unique needs of our customers. Our machinery is known for its precision, efficiency, and durability, allowing manufacturers to streamline their production lines while reducing manual intervention. Additionally, we integrate sustainability into our designs, ensuring that our solutions not only enhance productivity but also reduce waste and energy consumption.
How has the feedback been for the next generation of automated creels and cut-to-order machines for the broadloom and turf carpet coupons you recently introduced?
Automated creeling is a challenging topic in the industry. On the one hand, it’s essential to automate this process due to its labor-intensive nature, but on the other, the investment required can be substantial. Our customers recognize the necessity of automation in this area to remain competitive, but the decision to invest is often carefully weighed. The feedback we’ve received highlights both the value and the significant upfront cost involved.
The same applies to cutting coupons for wall-to-wall carpet and artificial turf. These are processes that, if done manually, can be time-consuming and labor-intensive, making automation highly desirable. However, the investment in machinery is significant, and customers want to ensure that the long-term benefits—such as increased efficiency and reduced labor costs—outweigh the initial expenditure. We’re working closely with clients to help them navigate these decisions and to demonstrate the long-term value and ROI of these automated solutions.
“North Africa and the USA are Promising Markets for Us”
What are your current export markets, and how do they contribute to your overall business strategy? What specific strategies does Handsaeme implement for markets where you see the potential for future growth?
Our main market remains the EU, but the industry here is gradually shrinking, which means we’ve had to adapt by following the carpet industry as it moves to new regions. Unfortunately, the Turkish market, which used to be strong, has faced significant challenges due to high inflation, impacting demand.
On a more positive note, North Africa and the U.S. are promising markets for us. Both regions have been investing in modernizing their textile and carpet production capabilities, creating new opportunities for growth. To capitalize on these, we focus on strengthening our local presence through partnerships and tailored support for these markets. By staying close to our customers and understanding their evolving needs, we can ensure our solutions remain relevant and beneficial.
What is Handsaeme’s market positioning concerning the textile machinery market today? In which segment of textile machinery do you have a major pie?
Handsaeme Machinery is an industry leader in several key areas, including carpet confection, ancillary equipment for the tufting industry, and cut-to-order lines. These segments represent our core strengths and where we have established a significant market share. Our deep specialization in these areas, combined with our ability to provide customized, automated solutions, allows us to deliver high-performance machinery that meets the evolving demands of the industry.
By focusing on these sectors, we have built a reputation for reliability, efficiency, and innovation, positioning ourselves as a preferred partner for manufacturers seeking advanced solutions in carpet and textile production.
“Türkiye’s Textile Industry is Substantial, Particularly in the Woven Rug Segment”
Regarding the Turkish market, what are your thoughts on its current dynamics and opportunities? Additionally, what observations do you have about the trends and challenges within this market? Do you have any specific investment or collaboration plans aimed at the Turkish textile industry?
Türkiye’s textile industry is substantial, particularly in the woven rug segment, and we’ve seen a growing interest in the tufting and artificial turf sectors as well. The Turkish market has enormous potential and a clear desire to grow and invest in modern machinery. However, the current economic climate, especially the high inflation, makes it difficult for manufacturers to follow through on these investments.
We remain hopeful that the situation will improve, as Türkiye is a key player in the global textile market, and their growth would benefit both the industry and our business. While we don’t have any immediate investment or collaboration plans specific to Türkiye due to the current challenges, we continue to monitor the market closely and remain ready to support Turkish manufacturers as conditions improve.
“We Help Producers Make Data-Driven Decisions to Increase Efficiency and Sustainability”
At what stage are digitalization and sustainability in the textile industry currently? What challenges and opportunities are present in this process? What role do Handsaeme’s technologies and products play in achieving digitalization and sustainability goals?
The textile industry is increasingly embracing digitalization, but there is still a long way to go, especially for smaller manufacturers. Sustainability is another growing priority, with companies looking for ways to reduce waste and energy consumption. However, the cost of transitioning to fully digitalized and sustainable operations remains a challenge for many.
Handsaeme is helping our clients overcome these challenges through our automation solutions, which are designed to reduce manual intervention, lower energy use, and cut down on material waste. Our machines are also equipped with advanced monitoring and analytics systems that support digitalization, helping manufacturers make data-driven decisions to improve efficiency and sustainability.
What kind of activities do you carry out to increase your brand awareness and customer satisfaction? What are the special services and solutions you provide to customers? Can you tell us more about your portfolio of products and services offered exclusively to customers in Türkiye?
We continuously work on increasing brand awareness through participation in international trade fairs, investing in online marketing, and building strong partnerships across the industry. In 2024, we launched a new website (https://www.handsaeme.be/) to better showcase our product portfolio and make it easier for customers to find the solutions they need.
To ensure customer satisfaction, we emphasize after-sales service, offering training and technical support to help our clients optimize the performance of their machinery. For our Turkish customers, we offer tailored machinery solutions specifically designed to meet the unique requirements of the local market. We are also exploring exclusive service packages for Türkiye, which include extended warranties and quicker response times for maintenance, further enhancing customer satisfaction.
“We will Invest in a New Production Area in the Near Future”
As a company, do you have new investments and developments on your agenda shortly? Can you tell us about your 2025 targets?
One of our biggest upcoming investments is a new production hall, which will significantly enhance our manufacturing capacity and help reduce delivery times. This expansion is crucial for us to meet growing customer demand and maintain our commitment to timely service and support.
For 2025, we are targeting continued growth in sales, as we’ve achieved steadily over the past decade. While we prefer not to commit to specific figures, our focus will be on strengthening our presence in key markets and expanding our product portfolio to address emerging needs in the carpet and artificial turf industries. Innovation and customer satisfaction will remain at the core of our strategy as we pursue further growth.
