When was the last time that you saw the Golden Arches of a Mcdonald’s? When was the last time that a brand’s logo meant nothing to you? Proper branding can be a great way to get your name or products into the cultural zeitgeist, and that is something companies like McDonald’s and Starbucks were effective at accomplishing. Whether we realize it or not, we associate a set of concepts with each brand that effectively integrates into our lives.
For Keter Group, led by CEO Alejandro Pena, developing a branded identity while branching out into a variety of different channels was the goal, and their success has been stark and brutal to deny.
Meet Keter Group
Keter is an industry leader in the creation of sustainable and durably made resin-based products for outdoor and indoor use. With a particular focus on curating high-quality materials at unbeatable prices, Keter has made a name for itself by passing on its savings to the consumers that keep it afloat. From the extraction process to the final design, the team at Keter works with longevity and functionality as a targeted outcome.
Alejandro Pena was brought to Keter Group after finding success with Rubbermaid. His efforts at Rubbermaid were in line with the brand’s core goals, giving outcomes that consumers had long associated with the legacy business. Pena says of his time at Rubbermaid, “I learned about product management, innovation, consumer centricity, and the importance of brands.”
Keter Group has long since implemented a customer-first and community-focused growth strategy, and its effects have been impressive, to say the least. At the time of this writing, Keter Group exists throughout Europe, the United States, and Israel, with dozens of manufacturing facilities across the board.
Pena says of his efforts thus far, “We see Keter becoming more of a consumer-centric company where our brands will play an even bigger role.”
Family Business to International Titan
The growth of Keter has been exorbitant over the years. Established more than 75 years ago, Keter began as a family-funded business operating out of Israel. Pena says, “Since 2017, we’ve been working on transforming the company into a global consumer products company.”
Keter was well-established in the Middle East thanks to its high-quality products at affordable prices. It would take time for them to find success in the international market, with the United Kingdom being the first market that they entered into. Pena points to Eastern Europe as a place of relative strength for the brand.
Pena added of the brand’s efforts to expand into international areas, “We speak many languages. We’re diverse, and we are a multinational, multicultural company.”
Pena went on to promise readers at home, “Keter will continue to be the most innovative company in the industry.”
