By Alejandro Pena, the visionary CEO of Keter, is steering the outdoor furniture company toward new heights by focusing on customer experiences and fostering a sense of community. Much like Starbucks has built its empire by creating a welcoming atmosphere and personalized service, Keter is making strides in the industry by offering products that enhance customers’ outdoor living spaces and cater to their diverse needs.
Under Pena’s leadership, Keter has developed innovative solutions prioritizing functionality and showcasing stunning designs. From the versatile Unity Outdoor Cart, perfect for hosting game day gatherings, to the stylish Pacific Cool Bar that cleverly conceals a spacious cooler, Keter’s products are crafted to elevate customer experiences. The company’s iconic Adirondack chairs are a testament to their commitment to blending comfort and style.
Beyond creating exceptional products, Keter is also dedicated to environmental stewardship, a value that resonates with the growing number of eco-conscious consumers. The company’s use of recyclable resin units, furniture, and storage solutions demonstrates its commitment to sustainability without compromising durability or aesthetics. As Pena aptly says, “Keter is shaping what’s next for a better day.”
Since taking the helm in 2018, Pena has led a global team of 5,000 employees in their pursuit of sustainability, from material selection to manufacturing processes. The company’s Keter Green Spaces initiative further underscores its dedication to creating greener communities through education and promoting an eco-friendly message.
Pena’s experience at Rubbermaid, where he gained invaluable insights into product management, innovation, and consumer centricity, has been instrumental in shaping Keter’s corporate strategy. By leveraging customer data and data science, Keter has identified and prioritized what matters most to its customers, giving it a competitive edge in the market.
As part of Keter’s ongoing transformation, Pena and CFO Pasquale Iannonespearheadg an omnichannel marketing approach to ensure consistent messaging and a seamless customer experience across all platforms. This strategy allows customers to engage with the brand whenever and however they prefer, whether through physical stores, digital channels, or various delivery and pickup options.
Keter’s journey from a family-owned business in Israel to a global consumer products company is a testament to its adaptability and vision. With a presence in over 100 countries and a strong foothold in key markets like the United Kingdom, Eastern Europe, and the United States, Keter has become a truly multinational and multicultural organization.
As the company approaches its 75th anniversary, Pena remains committed to maintaining Keter’s position as the most innovative player in the industry. By prioritizing customer-driven innovation, environmental responsibility, and community engagement, Keter is poised for continued success in the years to come.
