Arçelik has made its entry into the South African market with its global brand Beko, starting out with two brand experience standalone stores – one in Fourways, Gauteng, and the other in Umhlanga, in KwaZulu-Natal – to be launched early this month.

The group plans to open a further eight stores over the next three years, and to have its products sold through independent retailers as well.

Beko is already available in 20 African countries including Nigeria, Kenya, Rwanda, and Mauritius.

“Arçelik’s growth strategy is to expand into regions where the middle class is growing exponentially. We see huge economic growth potential in Africa, and it is at the forefront of our expansion plans,” said Rajan Gungiah, Beko’s Regional Marketing Director for sub-Saharan Africa. “This is why we have already made significant investment in the continent, for example, our purchase of Defy in 2011, and we are continuing to invest and grow our business in this region.”

“We work hard to contribute towards a healthier planet by developing products that reduce waste. As a responsible manufacturer, we are acutely aware of the challenges the region faces, including energy and water scarcity,” said Mr Gungiah. “We firmly believe in the potential of this continent and are responding to these issues by investing in appliances that are designed with Africa in mind.”

In South Africa, Arçelik currently employs more than 2,700 staff at two manufacturing facilities, and it is the largest manufacturer of major domestic appliances in sub-Saharan Africa.

Photo – top of page – An aerial view of Fourways Mall, Johannesburg. Image courtesy of Georgiou