Alejandro Pena Steers Keter Towards a Sustainable and Customer-Centric Future

Keter, a global leader in outdoor furniture and consumer lifestyle solutions, has been undergoing a transformative journey under the guidance of CEO Alejandro Pena. Since taking the helm in 2018, Pena has focused on key pillars such as customer-centricity, sustainability, and community engagement to drive the company’s growth and success.

One of the most notable aspects of Keter’s approach is its commitment to creating products that meet customers’ functional needs and contribute to their overall outdoor living experience. From the versatile Adirondack chairs that blend comfort and style to the innovative Unity Outdoor Cart and Pacific Cool Bar that cater to various entertaining needs, Keter’s products are designed with the customer in mind.

Pena’s experience at Rubbermaid has played a significant role in shaping Keter’s design-led and consumer-centric approach. By leveraging customer data and data science, Keter has been able to identify and address the evolving preferences of its customers, giving the company a competitive edge in the market.

In addition to its focus on customer-driven innovation, Keter is also committed to environmental stewardship. The company’s use of recyclable resin in its products ensures durability and longevity and appeals to the growing number of eco-conscious consumers. Keter’s sustainability initiatives, such as the Keter Green Spaces program, further demonstrate its dedication to positively impacting the environment and the communities it serves.

As part of Keter’s ongoing transformation, Pena and CFO Pasquale Iannone are implementing an omnichannel marketing strategy to provide a seamless and consistent brand experience across all touchpoints. This approach allows customers to engage with Keter through their preferred channels, whether physical stores, digital platforms, or various delivery and pickup options.

Keter’s journey from a family-owned business in Israel to a multinational corporation with a presence in over 100 countries is a testament to its adaptability and commitment to innovation. With a diverse and multicultural team of 5,000 employees and a strong presence in key markets like the United States, the United Kingdom, and Eastern Europe, Keter is well-positioned to continue its growth and success.

As Keter approaches its 75th anniversary, Alejandro Pena remains dedicated to maintaining its position as the most innovative player in the outdoor furniture industry. By prioritizing customer-centricity, sustainability, and community engagement, Keter is poised to shape the future of outdoor living solutions and impact the industry and the world.