Alejandro Pena is the CEO of Keter Group, a business based out of Israel focused on developing sustainable outdoor home furniture and decor.
As the CEO of Keter Group, Alejandro Pena has been assigned tasks, including leading a global team of more than 5,000 employees. Working with Keter since 2017, Alejandro Pena has been vital in helping to guide the business outward in its expansion efforts.
Keter Group made a name for itself more than 70 years ago. As the company’s CEO, Pena has been pivotal in helping showcase the business’s various environmental successes in recent years.
Let’s dive into the environmental work of Keter Group and Pena’s impact on the process.
Filling Outdoor Living Spaces
A study by The American Institution of Architects revealed that outdoor living spaces have been among the most requested rooms/living areas in recent years. A tech company named ReportLinker would go on to verify that the outdoor furniture market is expected to reach a global value of $61 billion by 2028.
The rise of outdoor living spaces has been particularly notable in post-COVID-19. According to Pena, the pandemic helped usher in a new wave of shoppers that utilizes e-commerce, delivery, in-store, and pick-up services. Brands and corporations are working harder to reach these hybrid shoppers, and Keter Group is no different.
Alejandro Pena says of his company’s mission statement, “We will serve our customers wherever they are, whenever they want, in every possible way that they want.”
Pena went on to tick the various boxes that Keter Group aims to accommodate, “Whether this might be in a physical store, digital store, delivered, picked-up, whichever way customers want to engage – we will be there.”
Alejandro Pena has worked steadfastly to equip Keter’s online presence on various landing e-commerce sites to give consumers more opportunities to interface with Keter products.
Pena would add, “Our purpose drives us to shape what’s next for a better future. Our principles drive us to design with people and planet in mind.”
Looking to Durable Products
As Alejandro Pena works to guide Keter products into newer markets, the CEO aims to emphasize what has made them successful. Pena points to his team’s competitive advantage by shaping durable, long-lasting, and affordable products.
Pena stated, “Keter products are significantly more durable than many outdoor products, and they are made from recycled materials.”
Alejandro Pena would describe how Keter Group utilizes a sustainable and durable resin to craft its products. This resin material is sustainable, recyclable, and easy to work with. Pena stated, “Our products are built to last a very long time, well beyond one summer, which is one of the benefits of using resin materials.”
