Arctic S.A., the leader of the home appliances market in Romania, aligns its name with the new global corporate identity and becomes Beko Romania S.A., starting April 2024. This change is an integral part of the renaming process of Arçelik under the international corporate brand Beko. By harnessing the consumer brand Beko’s heritage and innovation, corporate brand Beko gathers employees, operations, and partners alike to strengthen its position as a global leader in the home appliance industry
The decision taken today, April 9, 2024, by the Extraordinary General Meeting of Shareholders, by which Arctic S.A. becomes Beko Romania S.A., marks an important step in the company’s evolution.This corporate rebranding process will not have consequences on the company’s day-to-day activity but is intended to strengthen its position on the international market. Continuity will also be ensured for all brands in the portfolio that generate local value, so the Arctic brand will not be affected, with Arctic products continuing the tradition of excellence and innovation, reflecting the company’s ongoing commitment to offering high-quality home appliances at affordable prices that improve everyday life. With this, the company reaffirms its dedication to meeting the needs of both its local and global consumers, integrating the latest technologies and sustainability trends into the design of its products, thus ensuring that tradition and innovation go hand in hand for a sustainable future.
Starting 2002, Arçelik has invested over 391 million euros in Romania in the development of production capacity, but also in new technologies or modern production management systems. Romania maintains its strategic role within Beko, our country is an important production market, thanks to the two factories – the one for refrigerators in Găești and the one for washing machines in Ulmi. The latter is the only Industry 4.0 production unit of the group that received the Sustainability Lighthouse status from the World Economic Forum (WEF), in recognition of its sustainability performance. Currently, 84% of the total production from the factories in Găești and Ulmi is exported to more than 80 countries. In Romania, three strong brands are produced – Arctic, Beko, and Grundig, which offer consumers high-quality products at international standards.
“We are excited about this new chapter and the direction Beko is shaping for the coming years. We remain true to our goals of providing exceptional customer service, developing innovative solutions, and bringing superior quality products to market. In addition, we look forward to exploring opportunities and ideas for constructive collaborations to contribute to a better future for the home appliance industry. I am proud to be leading the company at such a significant moment for our team. Over the years spent here, I have developed a special bond with Romania, and today’s decision represents a new step in my commitment to this country that has become my home”, said Murat Büyükerk, Chief Executive Officer, Arctic.
“This transformation is a major opportunity for Romania and a defining moment in our company’s history. By associating with a strong corporate brand like Beko, we now have the chance to strengthen our position in the international market and contribute to the promotion and development of the home appliance industry in our country. This transition is also essential to support our already solid growth globally while strengthening retailers’ trust and loyalty towards our brands,” added Gabriel Eremia, Director of Marketing & Product Management at Arctic.
Arçelik has achieved significant growth over the past two decades through investments and acquisitions in various regions of the world, becoming a global leader with subsidiaries in 57 countries and 45 production facilities in 13 countries. During this year, all global operations will be brought together under one corporate brand name – Beko.
Thus, Beko begins a new chapter as a global player, leveraging its heritage based on innovative technologies and ambitious sustainability goals, shaping itself as a leader with worldwide visibility and recognition.
In Romania, the company owns two of the largest home appliance factories in continental Europe, the factory in Găesti, where more than 44 million refrigerators have been produced to date, and the washing machine factory in Ulmi, the first Industry 4.0 factory in Romania, equipped with the latest technologies in robotics, artificial intelligence, machine learning and process automation, in which more than 4 million units have been produced to date.
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