Already well established in the United Kingdom, Keter Group has enjoyed prosperity in recent years since the establishment of its new CEO, Alejandro Pena. Guided by Alejandro Pena, the global supplier of resin-based home goods has reached into several new markets while implementing green initiatives to better ingratiate themselves as stewards of the environment.
With the digital space moving quickly and businesses constantly coming and going, it is worth understanding what has lent Keter Group the kind of longevity required of a business that has existed for more than 75 years.
Let’s explore the ins and outs of Keter Group as led by the work of CEO Alejandro Pena.
Consumer Focused Product Curation
There are stores, and then there are stores. Brands and businesses like Apple and Starbucks have done a great job at establishing a brand that people can recognize. When customers walk into the doors of a Starbucks coffee shop, they know that they can anticipate a cozy atmosphere, the smell of coffee, and the personalized touches brought to them by their barista.
In the same way that Starbucks has crafted a brand identity, Pena hopes to sculpt one for his team of 5,000 global employees at Keter Group. Only for Keter, the focus won’t be on roasted coffee beans, it would instead be on the importance of environmentalism and product longevity.
Pena says of his team’s work, “We are a business driven by innovation, but we also live by the values of being good to the environment and our communities.”
Keter and Pena continue to utilize quality design and customer data science to leverage what they offer against their competitors. Pena points to the collection of multidimensional data as being crucial to the overall success of the brand.
Environmentalism and Longevity
Alejandro Pena stepped into the shoes of the CEO in 2017 as he was brought on board to take the brand at Keter Group. Originally founded in Israel as a family-owned and operated business, Keter Group has since expanded into a multitude of countries, eclipsing more than 100+ nations.
With a sprawling catalog, it would be easy to expect the team to cut corners in certain areas, but that hasn’t been the case. Instead, KEter Group has created a catalog of resin-based indoor and outdoor consumer items that are made from recyclable materials that look as good as they are durable. From beds and storage sheds to all-weather outdoor furniture, Keter Group has long-lasting and environmentally-friendly products for those looking after them.
In addition to crafting a catalog of sustainable products made from recyclable resin, Keter Group is also operating its Keter Green Spaces, a special sustainability initiative. Keter Green Spaces was introduced as a way to help communities go green by building on education, connection, and environmentalist messages.
