NKBA Global Connect Member Mobika, based in Türkiye, has launched Nobu Concept, a high-end kitchen and bath furniture manufacturer building business in North America.
By NKBA Staff
Nobu Concept is the latest venture of Mobika Inc., an NKBA Global Connect member based in Türkiye, and it aims to strengthen connections and business in the U.S.
Mobika develops furniture for kitchens, bathrooms, wardrobes, and dressing rooms as well as interior doors, under multiple brands, manufactured on precision Italian machinery with a decidedly European design sensibility. Its proprietary brands include Viena Kitchens, Viesta Bathrooms, Kitchen’up Kitchens and Novaporta Doors. Nobu Concept, which has an American headquarters in Atlanta, delivers aesthetic, functional, high-quality furniture solutions for modern living spaces, according to chairman Cem Kaleli.
“Our core philosophy is to balance design, quality, and accessibility,” Kaleli said. “By combining contemporary European minimalism with our production strength, we aim to position ourselves as a competitive brand in global markets.”
Kaleli added that the most valuable aspect of NKBA Global Connect membership is access to the right information and the right connections. “For international companies, one of the most critical factors for success in a new market is reliable guidance and a strong network. We believe this program effectively delivers both.”
The company also has an extensive private label program through which it develops custom packages for other brands, retailers and companies.
Founded in 2015, Mobika is part of the Numan Kaleli Industrial Group, a major manufacturer of furniture and cabinetry, construction products, ceramics and building materials. It also has three retail stores and distributes dozens of mainly Turkish and European brands.
Kaleli discussed Nobu Concept’s mission, vision and goals.
NKBA: What sets your company apart in the North American market?
Cem Kaleli: At Nobu Concept, we manufacture high-quality furniture solutions, including bathroom cabinets, kitchen cabinets and modular product groups. Our bathroom vanities stand out with their modern design, durable materials and competitive pricing. For the North American market, our key strengths lie in combining European design aesthetics with strong industrial manufacturing capabilities. We offer fast production lead times and flexible, project-based solutions. In addition, by optimizing our logistics and delivery processes, we provide our clients with a reliable and sustainable supply model.
NKBA: How Does Your Production Model Work?
CK: Our company operates both under its own brand and as a manufacturing partner for other brands. Our production process is structured in two main ways. With our standard production model, our existing product lines are designed to meet customer expectations for technical specifications, aesthetics and function. In our project-based model, we offer fully customized manufacturing based on client-specific requirements, including dimensions, design and technical details. The key advantage of this model is our ability to provide both fast-moving standard products and high-value, tailor-made solutions.
NKBA: Please describe your U.S. operations and service coverage.
CK: We manage our U.S. operations through our Atlanta-based warehouse and distribution model. This structure allows us to offer faster delivery times and stock advantages in selected regions. Currently, we serve business partners across multiple states and aim to expand our distribution network further in the near future. For U.S. dealers, delivery times are very short for stocked items, while container-based shipments are handled through a well-planned and sustainable supply chain.
NKBA: Why did you join NKBA Global Connect?
CK: The NKBA Global Connect program provides strong guidance for entering and growing in the North American market. Our goal in joining this platform is to gain access to industry insights, build the right connections, and closely follow market dynamics to position our strategy effectively. We have had the opportunity to explore the resources offered within Global Connect. In particular, regional market research, up-to-date insights, and knowledge exchange have been highly valuable in shaping our strategic decisions. Through these insights, we aim to approach the market more consciously and develop the right product positioning and business model.
NKBA: Final thoughts?
CK: As Nobu Concept, we aim to achieve long-term and sustainable growth in the North American market. We plan to strengthen our local stock and distribution structure to provide our partners with faster and more flexible solutions. At the same time, we aim to increase our brand awareness and bring our design- and quality-driven approach to a broader audience.
