Beyond Horizon
A better future will be possible with a sustainable world where everyone on earth benefits from equal opportunities and enjoys better living conditions. Now is the time for HAYAT to reach people in the most distant corners of the world and go beyond the horizon with products that add value to life.
Africa, which Hayat stepped into in 2005, is today one of the target markets of the group.
Hayat has steadily improved its investments in Africa, a market with huge potential, after making its first investment on the continent with a detergent factory in Algeria in 2005.
Hayat achieved success in Algeria with brands such as Bingo and Test in the detergent category, Molped in the women's care category, and Papia and Familia in tissue papers before it opened its diaper factory in Egypt in 2012 and introduced Molfix brand to Egyptian consumers. In 2014, Molfix entered the Moroccan market. Opening a diaper factory in Nigeria in 2015 and launching Molfix, Hayat commissioned hygiene and tissue paper factories in Nigeria and paper, non-woven and flexible packaging factories in Egypt in 2016. Molfix was launched in Kenya in 2019.
Africa is a focal point for Hayat that has turned its route to promising global markets. Hayat, the market leader or runner – up in many countries across the continent, has granted many awards for its widespread awareness programs to improve hygiene habits.
Hayat aims to become one of the two major players of Asia by strengthening its presence in the continent through swift actions.
Along with Africa, the Asian market is among main growth fields of Hayat on its journey to globalization. The company made its first investments across the continent by opening a sanitary pad and baby diaper factory in Iran in 2011, and a tissue paper factory in 2013. Tissue paper factories in Russia followed. Hayat, still Russia's largest tissue manufacturer and the market leader with its Papia and Familia brands, made its second strategic investment in South East Asia. Opening a diaper factory in Vietnam in 2021 and establishing offices in Malaysia and Thailand, Hayat aims to become one of the two largest players in Asia in its categories of business, presenting products to this big market.
Kastamonu Entegre's first overseas investment was the MDF facility launched in Russia in 2014. It commissioned a second MDF line in the country in 2016, offering products rolling off its leading global plant in terms of capacity and an awarded environment-friendly facility to the country, its neighbors and the Eurasia region. Kastamonu Russia, one of the highest-capacity MDF facilities under one roof in the world, is the country's biggest MDF producer with an annual MDF production capacity of 1 million cubic meters. Kastamonu Entegre, the market leader in MDF and parquet product groups in Russia, was also named "Quality Leader" in the country.
Kastamonu Entegre, which carries out its investments outside Turkey primarily in Europe, is today one of the four largest wood-based panel producers in Europe.
Hayat Holding has a significant role among the geographies in which it invests. The company's presence in this continent dates back to 1998, when it realized its first overseas investment in Romania with Kastamonu. Since then, Kastamonu has realized many additional investments in Romania, while also commissioning production facilities in Bulgaria. In 2017, it acquired two different facilities of Italy's third largest particleboard manufacturer and made a strong entry into the country, which is considered the most important center of the furniture industry.
Another investment of Hayat Holding in Europe was the acquisition of the Natron paper and cellulose mill operating in Bosnia-Herzegovina in 2005. Currently operating under the name Natron Hayat, the plant produces brown cellulose and packaging paper.
Hayat Holding's overseas investments extend to the USA, which is among Kastamonu Entegre's strategic markets.
America is among the most important supply sources of Kastamonu, a global player in the wood-based panel industry. The company, which stepped into the new continent in 2016 by establishing Kastamonu U.S.A. in Florida for wood chips supply, maintains supply security and price advantages by meeting part of its raw material needs from its own company in the U.S.A.
