Weltew Grup will run 72 countries from its new Inegol HQ, how should exporters organise?
Weltew Grup, the furniture group, has opened its new headquarters at the Weltew Campus in İnegöl, Bursa, and says the building will run the group’s operations across 72 countries (ForInvest Haber, 16 October 2026). The TL 1 billion investment the company announced covers both the new headquarters and the Soft Grup factory.
What it means for you: a producer-retailer aiming for a bigger export share is bringing management, showroom and R&D together in a dedicated building next to production. Every business moving into foreign markets faces the same questions: when does head office organisation need its own investment, and how does a target for stores abroad affect the store network at home?
What is known about Weltew Grup’s new headquarters in İnegöl?
The investment amount, floor areas, staffing and targets are known. According to ForInvest, whose report is based on a company statement, construction began in 2022 and took four years. The investment covers 43,000 sqm of indoor space on a 20,000 sqm plot: a 34,000 sqm factory and a 9,000 sqm, six-storey headquarters.
What does Weltew’s “72 countries” actually mean?
It describes the reach of the company’s operations; it does not mean Weltew has stores in 72 countries. The source does not say whether these operations cover export markets or countries with stores. The current number of domestic and overseas stores does not appear in the 2026 report either.
When should a producer like Weltew turn head office organisation into a separate investment?
When three signs appear: overseas buyer visits no longer fit on the factory floor, product development gets squeezed by daily production, and the number of countries outgrows the management team. Weltew brings these three jobs, showroom, R&D and management, under one headquarters roof. A smaller producer can apply the same logic at a smaller scale.
Who does Weltew’s investment affect, and how?
Furniture makers and suppliers in İnegöl feel it most directly; competition for skilled staff and supplier capacity in the area may rise. The likely winners are logistics, packaging and maintenance firms that can serve the campus. Furniture dealers in Türkiye feel it indirectly, because the company has tied its growth target to exports and stores abroad.
How can a store target abroad, like Weltew’s, affect the store network at home?
By redistributing resources, management attention and product development. A store abroad needs a different product mix, pricing and display from a store at home. If that difference is badly managed, home stores slip into second place, shelves go unrefreshed and products sit unsold.
What should a producer-retailer moving into exports do this week?
BU BÖLÜMÜN ÖZETİ
- A head office and showroom checklist
- Verify investment and incentive terms
- Build your export plan with expert support
Put into one table the countries you sell to, the buyer type in each and where orders wait in production. Our desk recommends measuring your need for a showroom, R&D and market owners with this table before any head office investment. The big building decision comes only after these three needs are concrete.
A head office and showroom checklist
Note yearly buyer visits, time to launch a new product and the owner for each market. If two of the three are under strain, the need for separate space has begun. Try rented space before a large investment.
Verify investment and incentive terms
Check current terms for investment and export support schemes. Verify with the official source; this is not legal or financial advice.
Build your export plan with expert support
Planning market choice, digital visibility and export organisation together is one of the jobs we handle as a foreign trade consultancy.
Quick Summary
- Weltew Grup opened its new headquarters on its İnegöl campus (ForInvest Haber, 16 October 2026).
- According to the company, the TL 1 billion investment covers the headquarters and the Soft Grup factory together (ForInvest).
- The investment has 43,000 sqm of indoor space: a 34,000 sqm factory and a 9,000 sqm headquarters (ForInvest).
- The company aims for exports at about 40% of sales and 10 new stores abroad in 2027 (ForInvest).
- “72 countries” describes operations, not stores; the current store count was not disclosed.
Short Glossary
- Showroom
- Showroom is the sales space used by a producer to display its products to buyers and dealers.
- Producer-retailer
- Producer-retailer is the business term used to describe a company that sells the goods it makes in its own stores.
- Export share
- Export share is the indicator used to show overseas sales as a proportion of total sales.
Frequently Asked Questions
Next Step
If you want to weigh your export and head office decisions with your own data, fill in our consult your expert form.
Sources: ForInvest Haber (Foreks), 16 October 2026 · Para Dergi, 19 January 2022 (background) · Weltew website (linked in the text)
Updated: October 2026
Sık Sorulan Sorular
Offices for about 120 people, a 1,500 sqm showroom and a 1,500 sqm R&D area (ForInvest). The wider campus also has six factories, for upholstered furniture, paint, metal, mattresses, panel furniture and youth rooms, along with a logistics centre and smart warehouses.
The new headquarters and the Soft Grup factory together. So the figure should not be read as the cost of the head office building alone. It is a company statement, and no detailed breakdown has been published.
As the start of a new era. Mustafa Balcı, Chairman of the Board of Weltew Grup, calls it a gateway to the company’s next 30 years. According to the company, a 2.2 MW solar power system covers about 70% of the campus’s electricity.
No. According to Para Dergi on 19 January 2022, the company had 110 stores in Türkiye and 70 abroad at that time. Those figures are four years old and do not describe today’s network.
Weltew Home and Newjoy (ForInvest). For corporate information, see Weltew’s website.
Two targets were announced: raising exports to about 40% of total sales, and opening 10 new stores abroad in 2027. The current export share and value were not disclosed, so it is not known how far the company is from the target.
When buyer visits become regular. A product shown in a corner of the factory does not tell a foreign buyer how big the brand is. A rented exhibition space, or a permanent room after a trade fair, can be the step before a large investment.
Daily production pressure delays new products. A separate team and space make it easier to answer different markets’ demands on size, colour and material. Make the split when new product launches can no longer keep up with export orders.
Through market responsibility. Adding countries before each country group has a named owner leaves orders waiting on someone’s desk.
Competition for staff. A large campus can draw craftspeople, designers and sales staff. In İnegöl’s furniture sector in autumn 2026, a small producer can stand out with flexible production and custom orders, work that is hard at large scale.
When the growth target leans abroad, a domestic dealer may have questions about product priority and delivery times. This is not a trend forecast; it is a point for the dealer to settle at the contract table.
We cover a retailer that bases its location choice on online data through Evidea’s Antalya store, and a new brand’s route to the shelf through Judydoll’s Gratis entry.
Partly. A shared core collection protects production efficiency, while market-specific products meet local demand. Plan that split at SKU level, the stock-keeping unit of each item.
Product pages in each market’s language, local search terms and a store locator. Foreign buyers usually see a brand first on its website or on a marketplace, and a showroom visit often follows that first contact. Country-level search data also hints at which market deserves a store.
With their own targets and budget. Track sales per square metre and average basket value for domestic stores separately from the export target.
No. The source refers to “operations in 72 countries” and does not say this is a store count. The current number of stores was not disclosed in the 2026 report.
When buyer visits become regular and showing products at the factory no longer tells the brand’s story well enough. A rented exhibition space can be tested before a permanent investment.
It can if management attention and product development shift abroad. Keeping separate targets and a budget for home stores reduces that risk.