Find your way into the waiting area of any Starbucks, and you likely know what it is that you can expect. The wafting aroma of roasted coffee meets the sugary sweetness of baked goods, all underscored by the calming music carefully curated by a Starbucks barista. Starbucks knows that it sells more than coffee; it also sells good vibes and a relaxing atmosphere.
Starbucks found success in a crowded field by honing in on what they did better than the rest, embracing the customer experience, and offering something just a little bit more. It is in this mindset that Keter CEO Alejandro Pena has helped to foster growth in what could be considered an otherwise stagnant industry.
Let’s explore the meteoric growth of not just Alejandro Pena’s career but that of the Keter Group.
Introducing the Keter Group
The Keter Group was established as a sustainable provider of resin-based outdoor and indoor consumer items. Initially founded in Israel, Keter Group has grown in popularity as its products have entered into more markets, eventually reaching sales in over 100 countries around the globe. Alejandro Pena says of Keter Group, “Keter was originally a family-owned, family-operated business founded in Israel.”
As the head of Keter Group, Alejandro Pena has been charged with taking the sustainable resin-based outdoor/indoor decor company on a global journey. Pena has been tackling the task since he was brought on board in 2017, adding, “We’ve been working on transforming the company into a global consumer products company.”
At the time of this writing, Keter has been inspiring and inventing products that improve lives for more than 75 years, leaning on innovation as one of the calling cards of their success. Keter Group has five production facilities throughout North America as well as plants in Europe and Israel.
Environmental Stewardship and Green Initiatives
Keter is more than just another company offering improved products at affordable prices. They are also considered to be environmental stewards in their industry. Keter works on selling sustainable products made from resin-based materials. Storage sheds, beds, furniture, and deck boxes are all made from recyclable materials that look better than their price tag would indicate.
Pena says of the sustainable efforts that his company has undertaken, “Keter is shaping. what’s next for a better day. We are innovators; we invent what’s new and next.”
To put action to their words, Keter also has installed the Keter Green Spaces sustainability initiative. Through this project, Keter works to create greener outcomes for communities by providing education, connections, and a pro-environment message.
Pena adds, “We’re going to continue to do the right thing as we go forward. We are a leading player in our industry and responsible community members.”