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Under the guidance of CEO Alejandro Pena, Keter has been undergoing a remarkable transformation since 2018. Pena’s vision is to evolve the company from its roots as a family-owned business in Israel into a multinational consumer products company prioritizing sustainability, innovation, and customer-centricity.
Pena’s approach to leading Keter is deeply influenced by his experience at Rubbermaid, where he gained valuable insights into product management, innovation, and consumer-focused strategies. By applying these principles to Keter’s operations, Pena aims to position the company as a design-led, eco-friendly brand that offers high-quality outdoor furniture and lifestyle solutions.
Keter’s commitment to environmental stewardship is evident in its use of recyclable resin in its products, which ensures durability and aesthetic appeal and aligns with the growing demand for sustainable solutions. The company’s dedication to positively impacting the environment and the communities it serves is further exemplified through initiatives like the Keter Green Spaces program, which promotes education and responsible environmental practices.
As part of Keter’s ongoing transformation, Pena and CFO Pasquale Iannone are implementing an omnichannel marketing strategy to provide a seamless and consistent brand experience across all touchpoints. This approach allows customers to engage with Keter through their preferred channels, whether it be physical stores, digital platforms, or various delivery and pickup options, ensuring that the company can meet the evolving needs of its diverse customer base.
Keter’s global presence spans over 100 countries, with a strong foothold in key markets such as the United States, the United Kingdom, and Eastern Europe. The company’s ability to adapt to different cultures and consumer preferences has been a cornerstone of its success. Pena takes pride in Keter’s diversity, stating, “We speak many languages. We’re diverse, and we are a multinational, multicultural company. We’re citizens of the world.”
Looking ahead, as Keter approaches its 75th anniversary, Pena remains dedicated to maintaining the company’s position as the most innovative player in the industry. By prioritizing sustainability, customer-centricity, and a global mindset, Keter is well-positioned to shape the future of outdoor living solutions and impact communities worldwide.
Under Alejandro Pena’s transformative leadership, Keter is poised for continued growth and success and setting a new standard for the outdoor furniture industry. By embracing sustainability, innovation, and cultural diversity, Keter is ready to navigate the challenges of an ever-changing market and create value for its customers, employees, and the planet.
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