Star – Already known in European markets for its leading white goods brand, Beko, the Turkish manufacturer Arcelik is now heading to the US. The Koc Holding subsidiary is preparing for an entrance to the world’s second largest durable goods market by the end of this year, according to its Director General, Hakan Bulgurlu.
“We want to repeat our success in new markets around the world,” Bulgurlu told reporters at the IFA 2015 trade show held in Berlin, Germany, stating that Turkish-made appliances are already being used to furnish the kitchens of New York’s landmark development projects with Beko’s standalone entry into the US market expected by the end of the year. “The US is a large but difficult market however our line-up suits smaller homes, which is trending in the US now,” he said, adding that the company was also designing new products especially for the US market.
On a growth track in Europe, Beko is increasing its share in the region’s key markets, including Germany, Spain, Italy, and Russia while already being the leader in Poland.
Being the largest manufacturing hub in Europe for white goods, the Turkish home appliances sector exported 75 percent of its products to markets abroad in 2014.
In addition to local brands, Arcelik, Vestel and many others, Germany’s BSH and Italy’s Indesit and Candygroup have production and product development operations in Türkiye.