Under the leadership of CEO Alejandro Pena, Keter has been transforming the outdoor furniture industry by focusing on innovative product design and sustainable practices. With a global presence in over 100 countries and a team of 5,000 dedicated employees, Keter is well-positioned to continue its growth and positively impact the communities it serves.
Pena’s vision for Keter is centered on creating products that enhance customers’ outdoor living experiences while minimizing the company’s environmental footprint. By using recyclable resin in the manufacturing process, Keter can produce durable, stylish, and eco-friendly furniture and storage solutions that appeal to a growing number of sustainability-conscious consumers.
One of the key factors contributing to Keter’s success is its ability to leverage customer data and data science to identify trends and preferences. This consumer-centric approach to innovation has resulted in the development of versatile products like the Unity Outdoor Cart, which is perfect for hosting game day gatherings, and the Pacific Cool Bar, which cleverly conceals a spacious cooler for pool parties.
Pena’s experience at Rubbermaid, where he gained expertise in product management, innovation, and consumer centricity, has been instrumental in shaping Keter’s design-led approach. By focusing on personalizing quality, design, and customer care, Keter has created a unique brand identity that resonates with customers worldwide.
As part of its commitment to sustainability, Keter has also launched the Keter Green Spaces initiative, which aims to create greener communities through education and promoting eco-friendly practices. This initiative demonstrates the company’s dedication to being a responsible corporate citizen and a leader in the industry.
Looking to the future, Pena and CFO Pasquale Iannone are implementing an omnichannel marketing strategy to ensure a seamless customer experience across all touchpoints. By integrating consistent messaging, visuals, and positioning across various channels and platforms, Keter can engage with customers whenever and however they prefer, whether through physical stores, digital channels, or different delivery and pickup options.
Keter’s journey from a family-owned business in Israel to a multinational corporation is a testament to its adaptability and unwavering commitment to innovation. With a strong presence in key markets like the United States, the United Kingdom, and Eastern Europe, Keter has become a truly diverse and multicultural organization that celebrates its differences and leverages its strengths.
As Keter approaches its 75th anniversary, Alejandro Pena remains dedicated to maintaining its position as the most innovative player in the outdoor furniture industry. By prioritizing consumer-driven innovation, environmental sustainability, and community engagement, Keter is poised for continued success and growth in the years to come.
