How Alejandro Pena & Keter Plan to Change How People Shop
News of the COVID-19 pandemic and its corresponding impact on the markets would fundamentally change the way that we lived our lives, at least for some time. Beginning in 2019 and enduring up until recently, the pandemic shut down stores while changing the way that we consumed entertainment and pursued purchases. As the world continues its shift back toward normalcy, some businesses are taking what they learned and running with it to create better future outcomes.
In today’s conversation, we are going to explore the work of Alejandro Pena while better understanding his efforts in engineering a global shift in brand identity at Keter Group.
Meet the Team at Keter Group
Keter was originally founded in Israel as a family-owned and operated business. With initially a tiny operation in a small locale, Keter would grow the old-fashioned way by word of mouth and quality reviews. A focus on curating resin-based products that are as long-lasting as they are sustainable would give Keter an additional leg to stand on about branding.
Alejandro Pena was brought onto the team in 2017 to help bring this product development to a global level, expanding Keter into new markets along the way. The outcomes of Pena’s goals would be admirable as Keter would grow from a small batch of facilities in Israel to locations throughout North America, the United States, and Europe.
Pena says of his efforts with the business in his early days at the brand, “We are innovators; we invent what’s new and next, and we do it with a sustainable mindset and consciousness.”
At the time of this writing, Keter products are being sold in more than 100 countries around the world, with thousands of employees on their roster. A multinational approach to expansion as well as an affinity for diversity at the highest levels, has given Keter something solid to grow upon.
Pena said of the business, “We speak many languages. We’re diverse, and we are a multinational, multicultural company. We are citizens of the world.”
Embracing Greener Outcomes at Keter
Initially beginning as a family-owned business, Keter would grow by leaps and bounds thanks to the guidance of high-level leaders like Alejandro Pena. In the years to follow, Keter would enjoy continued growth thanks to the mission statements and concepts it embraced from the top down.
Keter has long been known as an environmentalist company thanks to its focus on recyclable materials, and that is something that the brand has only insisted upon going forward. In addition to working with recyclable materials, Keter Group has developed its Keter Green Spaces initiative to spread awareness, promote environmentalism, and heavily influence the crafting of a positive green community.
Ultimately, Alejandro Pena and the team at Keter hope that they can continue promoting positive change no matter where they end up in the world. As Pena likes to say, he and his company will meet the needs of their clients “whichever way customers want to engage.”