Building a Better Future: How Keter CEO Alejandro Pena Is Driving a Consumer-First Business

Available in more than 100 countries worldwide, Keter products have become household additions to homes everywhere. Keter is a sustainable manufacturer of outdoor furniture thanks to its reliance on the production of resin materials. Founded in the Middle East more than 70 years ago, Keter has made a name for itself as a purveyor of affordable goods that are built to last a lifetime.

Alejandro Pena was brought on to operate as CEO of Keter Group in 2017, working steadfastly to guide its outward expansion into Western markets. Along the way, Pena has helped Keter overcome profound moments, including the COVID-19 pandemic.

Following its consumer-first ethos, Keter Group is primed for a big year thanks to its continued focus on customer support.

Turning Keter Into an Omnichannel Brand

Keter CEO Alejandro Pena has been focused on revitalizing Keter Group by molding the company into an omnichannel brand. In the wake of the COVID-19 pandemic, a new era of hybrid shoppers has risen as they utilize various retail variations to acquire their goods and services. Hybrid consumers now expect companies to cater to them through e-commerce, delivery, in-store pick-up, and digital services.

Alejandro Pena says of his team’s goal to meet omnichannel needs, “We will serve our customers wherever they are, whenever they want, in every possible way that they want.”

As an omnichannel-focused brand, Keter is continuing to expand in the digital landscape onto e-commerce platforms, into digital stores, and through affordable and accessible delivery services.

Pena adds with assurance, “This might be in a physical store, digital store, delivered, picked up, wherever customers want to engage, we will be there.”

Staying up-to-date with new products and better outcomes has been part and parcel of the Keter experience. With over 70 years of operational success, Keter is meeting its goals.

Pena says of its products, “Keter products are significantly more durable than many outdoor products and additionally, they’re made from recycled materials.”

In addition to the use of recycled materials, Keter Group is also working hard to further define and improve upon its supply chain. Keter hopes to continue improving upon delivery times and product collection by targeting the installation of manufacturing facilities in centrally located regions.

Pena added to finish his discussion on durability, “We see Keter becoming more of a consumer-centric company where our brands will play an even bigger role in our business model.”

Stepping Into Consumer Shoes

Alejandro Pena has ambitious plans for Keter as the company grows into its more giant shoes. Pena believes the business is ready for the leap thanks to its focus on sustainability and quality.

Pena stated in a press release, “Keter products are significantly more durable than any outdoor products, and additionally, they’re made from recycled materials.”

For the coming changes, Keter is going to lean on the work of Chief Financial Officer Pasquale Iannone. The CFO of Keter, Iannone is integral to the company’s position in digital marketing and investing. A throughline of what Iannone and Pena are working on is a focus on sustainability. Pena said of this thought process, “We are innovators; we invent what’s new and what’s next. We do it with a sustainable mindset and consciousness.”

Pena described how he envisions the brand becoming a consumer-centric company where branding plays an even more significant role. A durable lifestyle brand, Keter Group aims to continue its expansion with newer product releases along the way.