Turkish umbrella company Arçelik, which took over Defy Appliances in 2011, has brought one of its top appliance brands, Beko, into SA. With new brand experience stores in Umhlanga and Fourways, it hopes to become a leading competitor in an ever-popular sector.
Beko products, such as washing machines and ovens, are already available in 24 sub-Saharan African countries including Kenya, Ghana and Angola. “And we feel that the timing is all right to introduce South Africans to Beko in this country,” says Beko regional marketing director Rajan Gungiah. He also says there is a significant appetite for global brands. Arçelik’s acquisition of Defy was the Turkish company’s push to establish a strong baseline in South Africa.
“So the poor are getting poorer, but in the upper end of the middle class, and the premium consumers, we’ve seen massive growth. So we still feel that there is a need for a brand like Beko coming to this region.” Beko uses various recycled materials in the making of its products, including plastic bottles and fishing nets. The brand also pushes behind the scenes to be green. “We’ve invested massively behind our manufacturing facilities across the world to make them environmentally friendly, with a strong focus on sustainability,” says Gungiah.
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