Beko Invests NIS 1M: New Showroom & Offices in Petah Tikva

As part of its shift to an independent marketing and distribution model, international electrical goods giant Beko has invested around NIS 1M to rent a showroom and new offices. Spanning about 500 square meters, the new facilities are situated in the Global Towers complex in Petah Tikva. The showroom will be exclusively utilized for B2B activities, enhancing collaboration with electrical chains and private stores across Israel.

Establishing its first official representative office in Israel in 2019, Beko now finalizes its main headquarters setup in the country. This hub will encompass import, sales, logistics, and customer service operations. The move aligns with Beko's global strategic initiative to directly import and distribute its products, following suit with its approach in other markets worldwide. Sharon Rahamim, former VP of trade at the ALAM chain, has been recruited as the sales director for all parent company Archelik's brands.

Jihan Yeshin, CEO of Beko Israel, expressed enthusiasm about the new showroom and office relocation. He emphasized the recent investment in establishing a robust logistics system, priming for the implementation of a direct marketing strategy aimed at Israeli consumers in 2024. This strategic shift is expected to bolster Beko's presence and operations in Israel significantly.

Beko, a leading global brand and the fastest-growing in Europe's home appliance market, operates in over 140 countries. Focused on producing home electrical products with advanced technology at competitive prices, Beko prioritizes environmental preservation. Its products are utilized by over 400 million consumers worldwide.