Thriving in Business Post-Pandemic With Keter Group CEO Alejandro Pena


Two decades ago, how we approached shopping and consuming products would have been entirely different. We can see how time and significant world events have changed how we interact with one another. Most recently, the pandemic made living and operating an everyday life borderline impossible. With changes in personal behavior and adjustments to how shoppers engage with businesses at large, companies like Keter are looking to take advantage of growth opportunities.

Introducing Alejandro Pena

Keter Group was first established in Israel more than 70 years ago. With a long history of supplying customers throughout the Middle East, Keter would make a name for itself as a purveyor of sustainable resin-based indoor and outdoor home solutions.

After building the business for decades, Keter would find its way into stores and manufacturing facilities worldwide. Alejandro Pena was brought aboard the Keter Group in 2017 when he was hired as Chief Executive Officer. In this position, Pena has been charged with helping to guide the outward expansion of the business while embracing new opportunities.

Pena says, “We are innovators; we invent what is new and next, and we do it with a sustainable mindset and consciousness.”

Alejandro Pena made his way to Keter Group after graduating from University. Pena hopes to instill values in his new position to help the business grow.

Pena said, “Companies will increasingly have to provide transparent, verifiable data on their environmental impact.”

Communicating Features and Benefits

Keter has an ambitious plan to reintroduce its products to a newer market, but it hinges on the practical work of CFO Pasquale Iannone. As the lead of digital marketing, Iannone is pivotal in helping inform clients while assisting them to find the products they are looking for.

Keter features a chic and upscale line, offering consumers luxury at a discount. What’s more, Alejandro Pena makes a point to emphasize over and again the impact that its environmental policies are having.

Pena stated, “The era of greenwashing will eventually end as consumers become aware and demand real action.”

Of course, while environmentalism is a focus, it is far from the only part of the conversation. Keter and CEO Alejandro Pena have long understood the importance of seamless experiences. Building and installing a Keter product should not entail anger or rage; it should be a process anyone can do.

In addition to the relatively easy way products are put together at Keter, the group focuses on providing maintenance-free outdoor solutions. At the time of this writing, Keter specializes in end tables, kitchen carts, decks, sheds, and other amenities.

Pena finished touting Keter products by saying, “Keter products are significantly more durable than many outdoor products, and they’re made from recycled materials. Our products are built to last a very long time, which is one of the benefits of using resin materials.”

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