Global leading appliance company is committed to sustainable development while reaching African consumers with products designed with them in mind.
Global leading consumer durables and electronics manufacturer Arçelik is expanding its portfolio in southern Africa by adding Beko to its local portfolio.Beko is a leading freestanding home appliances brand in Europe in the white goods sector and the number one large home appliances brand in the UK. It was launched here in South Africa with two stand-alone stores – one in Johannesburg and the other in Durban. And there is significant further investment planned.
Arçelik has made a R1.3billion investment in Defy Appliances since 2011 - and will invest a further R1bn over the next 5 years with the inclusion of Beko to the market. Rajan Gungiah, regional marketing director for Sub-Saharan Africa, inside Beko’s new store at the Design Quarter in Fourways. Beko’s focus has been on making healthy living convenient for consumers via a wide range of appliances that support families in making healthy choices. It has broadened its brand mission to recognise that healthy living is only possible on a healthy planet, and is committed to protecting the earth by designing and manufacturing energy-efficient products and investing in resource efficiency in production. It encourages competitors to follow suit.
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