- Arçelik announced it will rename all its global operations
under one international corporate brand "Beko".
- By harnessing the consumer brand Beko's heritage and
innovation, corporate brand Beko gathers employees, operations, and
partners alike to strengthen its position as a global leader in the
home appliance industry.
ISTANBUL, April 26,
2024 /PRNewswire/ -- Arçelik, the world's leading
manufacturer of household appliances, announced today it will
rename its global operations under one international corporate
brand "Beko". Beko will remain owned by Arçelik and serve as the
umbrella brand for its 22 well-known consumer brands worldwide such
as Beko, Grundig, Indesit, Hotpoint, Arctic and Defy.
Beko's growth has been propelled by acquisitions and
ground-breaking partnerships with leading businesses such as Singer
in Bangladesh, Dawlance in
Pakistan, Hitachi in Asia and Defy in South Africa. The recent creation of
Beko Europe and acquisition of
Whirlpool's MENA business marked yet another pivotal milestone.
With the recent closing of transactions, Beko became Number 1 home
appliance business in Europe in
terms of volume and operates across 45 production facilities with
55.000 employees globally.
This brand transition unites teams from around the world under
one cohesive banner, fostering global growth and strengthening
trust and brand loyalty among retailers, customers, and 55,000
employees. By harnessing the brand's heritage and innovation, Beko
gathers employees, operations, and partners alike to strengthen its
position as a global leader in the home appliance industry and
build worldwide visibility and recognition.
The newly designed Beko logo encapsulates its vision. It
emphasizes growth and inclusiveness with a darker shade and by
making the letter "B" larger than in the consumer brand. This
modern and global design also upholds the heritage and value of the
consumer brand.
Hakan Bulgurlu, CEO of Beko, comments: "The past decade
has been about setting ambitious targets and taking action. We've
focused on growth, industry transformation, and delivering value
across the board – to our consumers, customers, employees, and
shareholders.
We are now entering an exciting new chapter for Beko as a truly
global player. At Beko, we aim to lead sustainable innovation
through advanced technologies that motivate households all over the
world to live healthier and more sustainable lives. Beko has
captured the imagination and trust of consumers, business partners,
and employees alike, and we will leverage this legacy to foster a
more unified and cohesive company with renewed ambition.
I am excited about where Beko will lead us in the upcoming
years. By blending this new structure with the foundations of what
we have always excelled in - exceptional customer service,
innovative solutions, and outstanding products, we will continue to
raise industry standards."
The corporate identity change will not apply to Arçelik
Pazarlama A.Ş, Arçelik LG, IHP and Arçelik Hitachi.
About Beko
Beko has 55,000 employees throughout
the world with its global operations through its subsidiaries in
57 countries and 45 production facilities in 13 countries
(i.e. Türkiye, UK, Italy,
Romania, Slovakia, Poland, South
Africa, Russia,
Pakistan, India, Bangladesh, Thailand and China). Beko has 22 brands owned
or used with a limited license (Arçelik, Beko, Whirlpool*, Grundig,
Hotpoint, Arctic, Ariston*, Leisure, Indesit, Blomberg, Defy,
Dawlance, Hitachi*, Voltas Beko, Singer*, ElektraBregenz, Flavel,
Bauknecht, Privileg, Altus, Ignis, Polar). Beko became the
largest white goods company in Europe and the second largest white goods
company in the world with its market share and reached a
consolidated turnover of 8 billion
Euros in 2023. Beko's 31 R&D and Design Centers &
Offices across the globe are home to over 2,300 researchers and
hold more than 3,500 international registered patent applications
to date. For the 5th consecutive year, the highest score in the DHP
Household Durables industry (based on the results dated
27 October 2023) in the Dow Jones
Sustainability Index of the S&P Global Corporate
Sustainability Assessment was achieved.** Beko's vision is
'Respecting the World, Respected Worldwide.'
www.bekogroup.com/en/
*Limited to licensee in the certain jurisdiction
**The data presented belongs to Arçelik A.Ş., a parent
company of Beko.
Photo -
https://mma.prnewswire.com/media/2398604/Hakan_Bulgurlu.jpg
Logo -
https://mma.prnewswire.com/media/2398603/Beko_Logo.jpg
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SOURCE Beko