Key Insights With Alejandro Pena: How The Keter CEO is Changing His Firm One Day at a Time
As companies continue to build and expand in today’s digitally driven world, organizations like Keter are doing their best to break free from a mold of their own making.
Established 75+ years ago, Keter is a business based in Israel that supplies DIY solutions, household goods, bathroom cabinets, and resin-based storage solutions through an online platform. With 29 manufacturing plants around the world and a rapidly growing global market, the team at Keter has enjoyed relatively expansive success under the guidance of CEO Alejandro Pena.
Meet Alejandro Pena
Alejandro Pena joined the team at Keter in 2017, leveraging more than 25 years of commercial experience in his new position as CEO. Within his position as CEO, Pena has helped to spearhead the Keter Group’s global expansion as it moves away from its status as a family-owned business and into the shoes of a global supplier and manufacturer.
Pena secured his Bachelor of Science in Industrial Engineering while studying at the Universidad de Los Andes in Bogota, Colombia. After spending several years with the legacy company Rubbermaid, Pena would transition into his position as the CEO of Keter while focusing on designing greener communities, expanding company consciousness, and upholding his promise to bring innovation.
Sustainability Initiative and User ROI
Upon becoming the CEO at Keter Group, Alejandro Pena would steer the ship in a firm direction toward sustainability, where he hopes the company can make serious inroads in the coming years. Through his leadership, Keter has gone on to introduce Keter Green Spaces as a green sustainability initiative. The goal of Keter Green Spaces is to build education and connection through a pro-environment message wherever it is that Keter operates.
Pena understands the importance of corporate-led activism, pointing to the impact that his business can have on a global level. Alejandro Pena points to Keter with pride, saying, “We’re a leading player in our industry and a responsible community member.”
As a design-led team, Pena hopes that the transition into a green business comes as a natural one. Pena added during an interview, “We are a business driven by innovation, but we also live by the values of being good to the environment and our communities.”
Pena’s recent push through the Keter Green Spaces initiative only underscores something the business has long relied upon: sustainability. Keter has long specialized in affordable-but-upscale recyclable resin furniture and home decor. The recyclable resin allows Keter to create great products without the burden and corresponding loss of materials that from-scratch manufacturing requires.
At the time of this writing, Keter sells company garden beds, storage sheds, and all-weather outdoor furniture. Made from recyclable resin, all of Keter’s products have a fantastic shelf life that can meet or exceed when compared to competitors.
Pena said, “We are innovators; we invent what’s new and next, and we do it with a sustainable mindset and consciousness.”