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Beko U.S.A. Expanding Its Appliance Toehold

Beko, the global CE and appliance brand produced by Turkish manufacturing giant Arçelik, is planning a bigger white-goods presence in the U.S.

Presently sold exclusively at New York’s P.C. Richard & Son, Beko’s sleek refrigerators, dishwashers, ranges and laundry pairs could soon grace additional sales floors around the country.

Speaking earlier this month at the IFA show in Berlin, Arçelik CEO Hakan Bulgurlu said the company’s goal is to be “one of the top three brands in every market we are in,” and promised to bring “the Beko brand to new markets in America.”

Beko, which also makes TVs and tablets, is presently sold in over 100 countries and is the No. 1 appliance brand in the U.K. and is No. 2 in Europe, the company said. Beko opened its U.S. doors in June with a base in Chicago and a customer in P.C. Richard. “We have taken our time getting to know the U.S. market and designing our products so that they truly make sense for the American consumer’s way of life,” said Mike Goadby, president of Beko U.S.A. and the former president of Fisher & Paykel North America.

The company is following in the steps of sister brand Blomberg Appliances, which stepped up its U.S. distribution two years ago.

Their corporate parent Arçelik is a consumer durables conglomerate that also owns the Grundig brand, and operates banks, a retail chain and food distributers.

Its U.S. expansion plans, like those of Chinese manufacturer Midea, reflect a growing readiness by offshore majap makers to take a run at the crowded North American marketplace.

See: Midea Ramping Up U.S. Operations

At IFA, Beko introduced a host of new cooling, cleaning and cooking technologies, including:

*EverFresh+0c, a new refrigeration technology that keeps meat, fish and dairy products fresh for up to three-times longer without drying out, even when stored un-wrapped;

*IonGuard, which releases negative ions inside the dishwasher to neutralize odors without harmful gases or chemicals;

*Surf, which blows in hot air from oven sidewalls to ensure even cooking throughout the cavity and 30-percent faster cook times.

The innovations play into Beko’s marketing theme of “Official partner of the everyday,” which, explained Bulgurlu, “is based on [an] understanding of real peoples’ lives, needs and everyday frustrations. It captures our commitment to helping our customers, making their everyday lives easier. And, in particular, celebrates the kitchen as the heart of the home for modern families.”