Arçelik, the world's leading manufacturer of household appliances, announced today it will rename its global operations under one international corporate brand ‘Beko’.
Beko will remain owned by Arçelik and serve as the umbrella brand for its 22 well-known consumer brands worldwide such as Beko, Grundig, Indesit, Hotpoint, Arctic and Defy. Beko's growth has been propelled by acquisitions and ground-breaking partnerships with leading businesses such as Singer in Bangladesh, Dawlance in Pakistan, Hitachi in Asia and Defy in South Africa.
The recent creation of Beko Europe and acquisition of Whirlpool's MENA business marked yet another pivotal milestone. With the recent closing of transactions, Beko became Number 1 home appliance business in Europe in terms of volume and operates across 45 production facilities with 55.000 employees globally.
This brand transition unites teams from around the world under one cohesive banner, fostering global growth and strengthening trust and brand loyalty among retailers, customers, and 55,000 employees. By harnessing the brand's heritage and innovation, Beko gathers employees, operations, and partners alike to strengthen its position as a global leader in the home appliance industry and build worldwide visibility and recognition.
The newly designed Beko logo encapsulates its vision. It emphasizes growth and inclusiveness with a darker shade and by making the letter "B" larger than in the consumer brand. This modern and global design also upholds the heritage and value of the consumer brand.
Hakan Bulgurlu, CEO of Beko, says: "The past decade has been about setting ambitious targets and taking action.
“We've focused on growth, industry transformation, and delivering value across the board – to our consumers, customers, employees, and shareholders. We are now entering an exciting new chapter for Beko as a truly global player.
“At Beko, we aim to lead sustainable innovation through advanced technologies that motivate households all over the world to live healthier and more sustainable lives. Beko has captured the imagination and trust of consumers, business partners, and employees alike, and we will leverage this legacy to foster a more unified and cohesive company with renewed ambition.
“I am excited about where Beko will lead us in the upcoming years. By blending this new structure with the foundations of what we have always excelled in - exceptional customer service, innovative solutions, and outstanding products, we will continue to raise industry standards."
The corporate identity change will not apply to Arçelik Pazarlama A.Ş, Arçelik LG, IHP and Arçelik Hitachi.
