Turkish appliance company Arçelik has made its entry into the South African market with its global brand Beko, starting out with two brand experience standalone stores – one in Fourways, Gauteng, and the other in Umhlanga, in KwaZulu-Natal – to be launched early in September.

The group plans to open a further eight stores over the next three years, and to have its products sold through independent retailers as well.

Beko is the leading freestanding home appliances brand in Europe, in the white goods sector, and the biggest home appliances brand in the UK, the company says.

Beko’s Turkey-based parent company, Arçelik, decided to expand the brand into more sub-Saharan African markets, since the African continent has a growing middle-class population and is poised for rapid urbanisation once its population reaches an estimated 1.7-billion by 2030.

Beko products are already available in 20 African countries, including Nigeria, Kenya, Angola, Rwanda, Mauritius, Ghana and Tanzania.

Arçelik’s South African portfolio now comprises Beko, Grundig and Defy and it remains the largest major domestic appliance manufacturer in sub-Saharan Africa.

Beko regional marketing director for sub-Saharan Africa Rajan Gungiah tells Engineering News that the company is focused on making healthy living convenient for consumers through a range of appliances, while keeping environmental protection in mind.

Not only does Beko put energy and water use efficiencies at the heart of its product designs, the company also often uses recycled materials in the production of appliances and its components. It has made use of egg shells, sugarcane, soybeans, fish nets and polyethylene terephthalate bottles, to produce components.

This while the Arçelik group’s ambition is to reduce its Scope 1 and 2 emissions by 30% by 2030, compared with 2018 levels. The group is already considered the world’s most sustainable appliance manufacturer, as per the Dow Jones Sustainability Index.

“Up to 40% of all household consumption is associated with the use of home appliances, so we have a responsibility to supply appliances that are eco-friendly and that help reduce our carbon footprint,” Gungiah points out.

He adds that the vast majority of consumers prefer brands that stand for a higher purpose.

Beko brings to South Africa a level of sophistication uncommon in the market, by incorporating advanced technology and design in both large and small appliances.

For example, Beko washing machines use a microfibre filtration system that collects up to 90% of fibres released during the washing cycle, which would have otherwise leaked into water resources.

Meanwhile, its EverFresh+ technology used in refrigerators helps preserve vitamin levels and keeps food fresh for up to three times longer. This regulation of temperature and humidity levels helps to reduce food waste and, ultimately, more trips to the grocery store.

The Beko espresso machine, on the other hand, uses 19 bar pump pressure, which is higher than the average machine on the market. The higher pressure allows for more efficient extraction from coffee beans, which reduces waste.

In catering to the changing demands of consumers, Beko undertakes extensive research to understand their needs and global trends. This research and development becomes evident in Beko’s detailed aesthetic touches with product design, through to how appliances now cater to increased hygiene needs as a result of Covid-19.

As an example of the former, Beko has recognised that customers prefer a concealed, minimalistic look for appliances in their homes and, therefore, offer integrated design possibilities. The company also uses neuroscientific research to determine what materials and colours customers are likely to prefer over a two- to three-year horizon.

To keep customers engaged with the brand and true to its essence of “live like a pro”, the company plans on hosting informative cooking sessions incorporating qualified chefs once a month at its stores.

Further, Gungiah explains that more people are working from home and now place greater value on products that will make their lives more efficient, pleasant and safe, including those with quick sanitising features and those offering deeper cleans for maximised personal hygiene and reduced exposure to viruses.

To this end, some of Beko’s ovens incorporate HygieneShield technology, which involves high-power steam being injected directly into the oven cavity, which effectively disinfects food or containers – a handy feature for delivered food.

Gungiah notes that, with homes increasingly doubling as multi-functional hubs, time management has become a bigger priority. To this end, Beko appliances have short and smart programmes that allow consumers to be more time efficient, which also bodes well for reduced energy use.

An example of this is the AquaTech washing machine, which uses water power to replace vigorous drum movement for faster, but gentler, washes, while a steam feature reduces ironing time.

“The pandemic has revolutionised consumer priorities, with the average consumer becoming more aware of the planetary stakes every day. Consumers are now looking for companies to create value for their communities and for the environment.

“In the aftermath of Covid-19, customers desire a cleaner conscience. They are open to energy-efficient, sustainable products that limit the destructive impact we leave on the planet.

“Sustainability is a cornerstone of our business, and we pride ourselves on being able to offer environment-friendly products that meet the needs of today’s consumers.

“We strive to reduce environmental damage by developing high-performance, durable and affordable home appliances that are also eco-friendly and resource-efficient. This helps consumers to reduce their personal carbon footprints,” concludes Gungiah.