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Our Values

We Work for the Good of the Whole.

CORPORATE

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Why Do We Exist?

We bring nature’s aesthetics to every area of life with advanced technology and original design. Drawing strength from our cultural heritage, we offer accessible beauty in forest products.

Where Are We Going?

To become a global brand that inspires confidence, sparks inspiration, transforms living spaces, and creates value for the future through sustainable production.

Our Foundation
Trust

Our word is one; our behavior is consistent.
We speak openly; we listen without judgment.
Our word is one; our behavior is consistent.

“Whatever we say, we do it. Always, under all circumstances.”

Behaviors That Move Us Forward

  • What we say and what we do are consistent; we keep our word in all circumstances and stand by our stakeholders even on hard days.
  • We express our ideas openly, encourage different voices to be heard, and listen without judgment.
  • We accept feedback as a gift and use it for improvement without taking it personally.
  • We share information from the right source at the right time, and we do not spread information with an unclear source.
  • We respect differences and see richness in our relationships and collaborations.

Behaviors That Hold Us Back

  • We fail to keep our promises and undermine trust with inconsistent behavior.
  • We withhold information and damage the climate of trust by distorting the truth.
  • We do not trust our teammates, act overly controlling, and do not give them space.
  • We avoid discussing problems, cover them up, and allow them to grow.
  • We weaken trust through gossip and do not defend the rights of those who are not present.

Our Focus
People

We recognize effort, commitment, and potential.
We provide fair opportunities and support development.
Valuing people is at the center of what we do.

“What makes us great is the people we walk this path with.”

Behaviors That Move Us Forward

  • We prioritize occupational health and safety unconditionally and place it at the center of all processes.
  • We provide equal opportunities through training and development programs, and we support career plans transparently and fairly.
  • We empower and authorize, encourage initiative, and support decision-making.
  • Regardless of titles, we value individuals and their ideas and make them feel valued.
  • We see diversity as the organization’s strength and embrace differences with inclusive language.
  • We are remembered not by salary or title, but by the value we make people feel, and by the trust and support we provide.

Behaviors That Hold Us Back

  • We downplay occupational safety rules by saying “Nothing will happen to me.”
  • We say discouraging, belittling remarks such as “If you don’t like it, the door is there!” or “Who do you think you are!”
  • We ignore potential, harm equal opportunity, and shake trust through favoritism.
  • We disregard work–life balance and exhaust employees with an unfair workload.
  • We manage mistakes by labeling the person, through threats, or with punishment.
  • We prevent ideas from being expressed freely and suppress different voices.
  • We do not ensure fair task distribution and allocate workload unevenly.

Our Strength
Togetherness

We share success and solve crises shoulder to shoulder.
One person’s work is everyone’s work.
We see differences as richness.

“Together, we are always stronger.”

Behaviors That Move Us Forward

  • We say “we,” not “I,” and prioritize shared goals and team success.
  • We do not claim success alone; we share it with the team and celebrate together. In failure, we seek solutions instead of blame.
  • We share information transparently, see helping as natural, and make successes visible.
  • In crises, we stand shoulder to shoulder and produce fast, collective solutions.
  • We use mistakes not to find a culprit, but to learn and improve.
  • We share joys and challenges and stand by one another.

Behaviors That Hold Us Back

  • We reject shared contribution and say “the real work is my work.”
  • We withhold information and avoid helping.
  • We belittle our colleagues with remarks such as “Is what you do even work?” or “Who are you?”
  • We shut the door to new ideas by saying “We tried that; it won’t work again.”
  • We talk a lot, produce no results, look for someone to blame, and create a culture of fear.
  • We do not act in line with our role and fail to set an example.
  • We do not support those who take initiative and undermine courage with inconsistent behavior.

Our Direction
Innovation

We question the familiar and create solutions.
We say yesterday is in the past and prepare for tomorrow today.
We transform the industry with next-generation ideas.

“We imagine, we try, we improve.”

Behaviors That Move Us Forward

  • We do not accept “It can’t be done”; we listen to every idea without judgment and create value with a solution-oriented approach.
  • We research and try new technologies and lead in digitalization.
  • Guided by the question “What are we doing today, what will we do tomorrow?”, we question even methods that are working.
  • We adapt quickly to a changing world and generate new ideas for quality and efficiency.
  • We see all feedback as the fuel for growth and innovation.
  • We take risks for innovation, are not afraid to try, and learn from failure.
  • We collaborate with universities, vocational high schools, and designers and contribute to the future of the industry.

Behaviors That Hold Us Back

  • We hinder innovation by saying “That’s how it’s always been” or “Don’t invent things.”
  • We see innovation as a threat and avoid risk and different ideas.
  • We consider our habits the only right way and reject new paths.
  • We complain constantly and produce no solutions.
  • We do not follow technology and resist change.

For Our Tomorrow
Today

We act with respect for nature, society, and culture.
We do not consume while producing.
Our responsibility is not only to today, but to the future.

“While living today, we do not forget tomorrow.”

Behaviors That Move Us Forward

  • We embrace the legacy of the past, protect cultural values, and keep them alive together.
  • We produce with respect for nature and carry responsibility for the future through recycling and saving.
  • With production quality, we prevent excessive consumption and use resources efficiently.
  • We voluntarily participate in social responsibility projects and support environmental awareness efforts.
  • In disasters and emergencies, we act with a sense of social solidarity.
  • We support our employees to be individuals who create value for society.

Behaviors That Hold Us Back

  • We think only of today and ignore future generations.
  • We see resources as unlimited and waste them.
  • We use social responsibility for image and do not care about social benefit.
  • We do not inform employees and society about environmental awareness.
  • We remain indifferent to social events and calls for volunteering.
  • We do not seek sustainability from customers and suppliers.