Dorya expands Trump line
October 17, 2015,
This sideboard is one of the 70 new pieces in the Trump Home by Dorya collection. It features metallic accents that contrast with the dark finish of the piece.
The expanded line, which debuted in April 2014 with about 62 pieces, will feature about 35 additional wood pieces and 35 new pieces of upholstery at this week’s High Point Market. There are also about 20 finish options for the Trump line that have been made available from the 75 finishes in the Dorya line.
Dorya President and CEO F. Doruk Yorgancioglu called the expansion of the line very substantial, adding that some of the items were designed before the initial launch, but held back until now. He also noted that Dorya collaborated with the Trump Organization to develop pieces that use more brass, stainless steel and mirrored accents as well as various lacquer finishes.
“We enhanced some of the details that we are good at at Dorya,” he said. “We worked with them to complete what we had missing with the first 62 pieces.”
These details, officials said, also reflect the type of designs seen in many of Trump’s properties.
“These new pieces were inspired by our luxury properties around the world,” stated Amy Steinfeldt, global licensing director of The Trump Organization. “We have been thrilled with the amazing reception of the Trump Home by Dorya Collection. The new introductions perfectly represent the standard of excellence, attention to detail and innovative design work that the brand stands for.”
The brass and stainless steel pieces and components are made in Germany, while the upholstery and case goods are made in Turkey. Bed prices range from about $8,000 to $9,000 for a headboard and more than $21,000 for a fully upholstered leather bed.
Dining tables retail from $11,900 to more than $21,000 for a table that extends to 144 inches and seats more than 12.
“Each piece embodies beautiful details with striking contrasts,” said Megan Perry, Dorya’s creative director. “Our customers expect us to deliver exquisite pieces that can transform a beautiful room into a stunning dynamic environment.”
The timing of the expansion occurs as Trump continues to make headlines not just for his prominence as a Republican presidential candidate, but for some of his strong viewpoints, particularly his anti-immigration comments relating to Mexicans and Syrian refugees.
Yorgancioglu, who has Turkish roots and splits his time between his factory in Turkey and his home in Miami, where Dorya is also based, said that he has received some hateful e-mails for his decision to keep the line. This includes a note from a designer who said he will never buy anything from him again.
He also said he received a number of inquiries from the media questioning his decision. This occurred around the time Serta’s decided to part ways with Trump earlier this summer following controversial comments he made regarding Mexican immigrants.
But despite the controversy, he said he has had no intentions to drop the line.
“I don’t see a reason why I would do that from a business standpoint,” he said.
“We are not a political organization,” he added, noting that he views the partnership as more than just a licensing agreement. “We see a lot of licensing offers, one good one every quarter. This one is different. It is more like a strategic partnership.”
He added that Trump’s candidacy also has not affected sales internationally, where the line has done particularly well.
“What makes headlines here doesn’t make news in Dubai, Istanbul, China or Russia,” he said. “Some people have asked us about it, but we have a pretty good reputation and we do a pretty good job with what we do, so I don’t think the candidacy affects our business…Our customers don’t care about politics when they make these purchases.”
In terms of the need for both quality and design in the marketplace, he added that both Dorya and Trump are on the same page and that “those two words are very important to him and us.”
“When you see these items in person, they kind of speak for themselves,” he added. “The quality and design is what attracts the customer.”
Dorya is showing these and other new pieces at its showroom in space 144 of the 200 Steele building.