Alejandro Pena, Keter’s visionary CEO, leads the outdoor furniture company into a new era of growth and innovation. Since assuming the role in 2018, Pena has been instrumental in transforming Keter from a family-owned business into a global consumer products company with a presence in over 100 countries and a team of 5,000 dedicated employees.
At the core of Keter’s success is its commitment to developing products that enhance the customer experience while promoting sustainability. The company’s use of recyclable resin in manufacturing its furniture, storage solutions, and other consumer items not only ensures durability and longevity but also aligns with the growing demand for eco-friendly products.
Pena’s vision for Keter is rooted in his experience at Rubbermaid, where he gained valuable insights into product management, innovation, and consumer centricity. Pena has created a unique brand identity that resonates with customers worldwide by applying these principles to Keter’s design-led approach.
One of Pena’s key initiatives is the Keter Green Spaces program, which aims to create greener communities through education and promoting eco-friendly practices. This initiative underscores the company’s commitment to being a responsible corporate citizen and a leader in sustainable practices within the industry.
As Keter continues to expand its global footprint, Pena and CFO Pasquale Iannone are implementing an omnichannel marketing strategy to ensure a 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 strong presence in key markets like the United States, the United Kingdom, and Eastern Europe is a testament to its adaptability and commitment to innovation. As the company approaches its 75th anniversary, Pena remains dedicated to maintaining Keter’s position as the most innovative player in the industry.
By championing innovation, sustainability, and community engagement, Alejandro Pena is driving Keter’s growth and setting a new standard for the outdoor furniture industry. With a clear vision and a talented team, Keter is well-positioned to continue shaping the future of outdoor living solutions and positively impacting the world.