How Keter CEO, Alenadra Pena, Is Bringing Family and Function Together With Unique Outdoor Furniture
What in life is more important than family or time spent with the ones that you care about? Alejandro Pena is the Chief Executive Officer of Keter, a global brand that specializes in resin-based storage solutions, household goods, and outdoor products. Already featuring 29 manufacturing plants throughout Israel, the United States, and Europe, Keter has continued to grow by leaps and bounds over the past several years, largely since the introduction of Alejandro Pena as the company’s CEO.
One of the reasons for the company’s longevity and success in recent years has been to do with its focus on consumer experiences. Founded more than 75 years ago, Keter originally existed as a resin-based storage solution purveyor. When Pena was brought on board, the company decided to branch out to offer more. In doing so, they tapped into something special – the role that firms can play in bringing families together through sustainable products, educational initiatives, and convenient and affordable shopping.
The Dynamic Impact of Keter
In order for Pena to find such success at Keter, he had to come to the business with education and preparation in his back pocket. Prior to his time with Keter, Pena had worked for Rubbermaid, where he delved into several facets of the industry while learning from the 100-year-old business.
During his time at Rubbermaid, Alejandro Pena focused on aspects like innovation, consumer centricity, and product management. As a design-led business, Keter mirrored the work that Pena had been doing at Rubbermaid while personally allowing him to focus on crafting a unique identity. Leveraging consumer data and data science, Pena has been able to identify what matters most to the clients most interested in his business, thus creating a way to quantify the return on investment when it comes to marketing and production.
Alejandro Pena said of his work in the business while embracing consumer centricity, “We see Keter becoming more of a consumer-centric company where our brands will play an even bigger role in our business model.”
Working alongside Pasquale Iannone, the CFO of Keter, Pena has been particularly effective in developing the brand’s omnichannel marketing plan, leveraging visuals, messages, and accessibility across a swathe of devices and platforms.
The ultimate goal of consumer accessibility is to give consumers access to what they want when they want it, no matter where it is that they are. Pena adds, “This might be in a physical store, digital store, delivered, picked up – whichever way customers want to engage, we will be there.”
At the time of this writing, Keter products are bought and sold in more than 100 countries around the world. Buoyed by a strong presence in Europe and North America, Keter hopes to continue its growth in both market capital and consumer innovation.