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Alejandro Pena, Keter CEO, Emphasizes Customer and Community Growth to Excel in Retail Space

When Keter was first founded, it existed primarily as a family-owned business in Israel, focusing on crafting consumer-centric goods in the region. Since Alejandro Pena became CEO of the company in 2018, the business has been expanding exponentially into more than 100 different nations around the world.

Fueled by the work of Alejandro Pena and driven by the quality of their products, Keter has turned into a success story that imbues innovation with consumer-focused decision-making. With Pena in charge, the company has curated international backing while cultivating a reputation for success.

Let’s take a closer look at the work Alejandro Pena has done as he has expanded Keter’s offerings while improving their services.

From Humble Origins

Established as a family-owned business in Israel more than 75 years ago, Keter has expanded its offerings thanks to the work and dedication of Pena. Pena stated in an interview, “Since 2017, we’ve been working on transforming the company into a global consumer products company.”

Already established in the United Kingdom, thanks to its early entrance into the market, Keter maintains a strong presence throughout Eastern Europe while continuing to develop throughout North America. Pena says of the company’s ability to expand with relative ease, “We speak many languages. We’re diverse. We are a multinational, multicultural company. We are citizens of the world.”

It wouldn’t take long for Pena to take those mission ideals to a global audience. The continued growth of the business, despite the pandemic, shows proof in the approach that Pena continues to employ going forward.

What Separates Keter From the Pack

Embracing the idea of being a global citizen, the team at Keter has expanded its offerings based on consumer experiences. Pena often looks to companies like Starbucks and Apple and how they’ve crafted brand-centric consumer-based experiences. Customers know what it feels like to walk into an Apple Store. They know what to expect from a Starbucks. In that same way, Keter is expanding its catalog of home goods to embrace user-specific experiences. The ultimate Unity Outdoor Cart works as a kitchen island for the big game. The Keter Adirondack Chairs are comfortable and stylish, ideal for hosting friends.

More than just a hotbed for unique and affordable products, Alejandro Pena has turned Keter into something of a steward for environmentalism within the home goods and decor sphere. Pena has helped the company focus on important recyclable resin materials that look expensive but are in fact affordable to craft with. Pena went on to add about the company’s focus on recyclable materials, “Keter is shaping what’s next for a better day. We are innovators, and we do it with a sustainable mindset and consciousness.”

Pena has helped to oversee the Keter Green Spaces as a sustainability initiative to push for greener activity throughout communities and the educational environment. Pena hopes that his company adheres to the tenants of living by what is good for the environment, the community, and the consumer.