How Keter CEO Alejandro Pena Plans to Guide His Company Toward Further Innovation in the Future


Driven to Invent, Keter Group has long been one of the leading voices in the house and garden industry. Founded in the 1940s, 75 years ago, Keter would become a source of sustainable storage solutions and home items throughout its home region of Israel.

Upon opening their business, Keter Group would soon transform into a global leader in designing, distributing, and manufacturing high-quality resin products for the leisure, garden, and home markets.

Fueled by the work of CEO Alejandro Pena, Keter is planning on continued innovation within its field for years to come. Let’s dive into how Keter CEO Alejandro Pena plans to bring change to the future of his company.

Embracing the Keter Difference

A chair is not simply a chair as it can become a nuisance in a landfill, bringing pollution to the surrounding environment. Keter has long made it a focal point of its operations to reduce the exposure of its company to pollution, waste, and other forms of environmental degradation.

Keter has showcased its drive to be different by implementing its famous Adirondack Chair, a re-design of the luxury chair from the 1900s; the Keter Adirondack chair was made from lifelike wood materials naturally resistant to UV rays.

Alejandro Pena points out that the chairs are crafted and released for sale in the United States from a sustainable resin material. Pena says, “Keter is passionate that we are not only a business driven by innovation, we are also a company that lives by the values of being good to the environment and our communities.”

Pena said, “Not only because it is the right thing to do, but because I also believe that it will give us a competitive advantage over the long term.”

Celebrating Their 75th Anniversary

In 2021, Keter Group published its initial sustainability report, outlining the business’s focus on reducing its environmental impact. Ambitious goals for reducing waste and water consumption are matched with their efforts to reduce greenhouse gas emissions.

Keter’s focus on creating a company built around environmental sustainability has long proved effective at growing its footprint. At the time of this writing, Keter employs more than 5,000 global employees that are working in concert to improve operational outcomes.

Keter CEO Alejandro Pena points out that the company is slated to increase its overall use of recycled content in its products by up to 55% for the year 2025. As one of the industry’s largest consumers of postindustrial and post-consumer plastics, this move is momentous for the company’s future.

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