Keter, run by CEO Alejandro Pena showcased its eco-friendly and stylish outdoor living wares at Spoga+Gafa 2024.
In a LinkedIn post, Keter's CEO, Alejandro Pena, highlighted the significance of Spoga+Gafa for Keter, emphasizing how this event goes beyond a mere trade show. Spoga+Gafa is renowned as the premier global trade show for the outdoor living industry, where exhibitors worldwide showcase their products. However, for Keter, Spoga+Gafa holds a deeper meaning. "This trade show represents an important place and time when Keter employees from around the world gather in one place for three days," Pena stated.
Alejandro Pena's message underscores the importance of Spoga+Gafa as a unique convergence point for the company’s global workforce. "Spoga+Gafa brings the Keter global regions — from Israel, Europe, the U.K., North America, etc. — together, making this a cultural convergence," he noted. This assembly of diverse regions under one roof in June exemplifies Keter's commitment to fostering a unified corporate culture despite geographical distances.
“I am continually inspired by our global team at Keter, a group of dedicated, intelligent, and compassionate individuals. United by our shared vision for a better future, we collaborate with our partners to surmount all challenges, even under the most testing circumstances,” stated Pena. “Shaping a better day is not an overnight task, but our daily contributions add up to a significant impact on sustainable development for our people, our communities, and our planet.”
Spoga+Gafa is held annually in Cologne, Germany. The event attracts over 2,000 exhibitors from around 60 countries and approximately 28,000 visitors from 113 countries. It’s a crucial platform for networking, discovering the latest trends, and amplifying business relationships in the outdoor living sector. It features various products, from outdoor furniture, garden equipment, and barbecues to outdoor living accessories.
This event attracts garden enthusiasts and leading figures from the global green industry, showcasing the garden in all its aspects, presenting fresh ideas and inventions. Alongside plants, the exhibition features furniture, technology, and grill equipment, ensuring a comprehensive display of everything the outdoor living industry offers.
Spoga+Gafa reports that 80% of previous visitors were happy with how well they met their goals at the gathering. Furthermore, 91% would recommend the trade fair to their business contacts. Spoga+Gafa continues to grow in its international reach, diversity, and number of visitors each year, solidifying its status as the world's largest garden trade fair. Cologne has become an essential destination for anyone eager to make a mark in outdoor living, garden, and barbecue spaces.
Keter’s Impactful Presence
Keter's participation in Spoga+Gafa isn’t merely about industry unity; it also highlights the company's commitment to innovation and sustainability. Its products, designed with sustainability in mind, align with the growing consumer demand for environmentally responsible choices. The trade show serves as a platform for Keter to showcase its latest developments and sustainable solutions to a worldwide audience.
At Spoga+Gafa, Keter’s booth attracts considerable attention thanks to its innovative designs and commitment to sustainability. Visitors are drawn to its displays of eco-friendly furniture and garden solutions. These products reflect the company’s dedication to reducing environmental impact, a commitment highlighted by their use of recycled materials and sustainable manufacturing processes.
Keter encourages international collaboration by bringing together its international team, which is crucial for driving innovation and maintaining its competitive edge in the market. Pena stated, “No other event brings more global Keter people together than Spoga+Gafa!”
In May 2024, Keter introduced its new Signature Collection, blending timeless wood-grain aesthetics with the durability of resin. This collection addresses the need for functional storage that harmonizes with natural surroundings.
The Signature Collection includes a range of stylish solutions, from spacious sheds and elegant deck boxes to practical garden beds. Utilizing the company’s unique DecoCoat finishes, the collection features a realistic wood appearance, available in various options, that’s maintenance-free and resistant to rot, rust, splintering, and peeling.
Each piece in the collection is crafted for straightforward assembly, accompanied by detailed instructions to assist users throughout the process. Some designs incorporate hydraulic pistons, offering effortless opening and closing, adding to user convenience. Additionally, the products are constructed from 100% recyclable materials, reflecting the company’s dedication to sustainability.
Alejandro Pena stated, “As elevated backyard design is becoming more important to our consumers, we noticed a gap in the market for outdoor storage solutions that complement the beauty of nature rather than clash with it. The Signature Collection now fills that gap with the first best-in-class storage solutions designed to be seen, not hidden away. It redefines functional storage as space-defining furniture pieces, and we're thrilled to bring it to market."
Alejandro Pena's Leadership
With over 25 years of experience delivering profitable growth, business transformation, and global leadership, Alejandro Pena has been pivotal in steering Keter toward success. His strategic vision and commitment to sustainability have been instrumental in the company’s achievements. Under his leadership, Keter thrives in the competitive outdoor living and storage solutions market.
Pena’s focus on operational excellence and sustainability is evident in the company’s product development and business operations approach. By leveraging his extensive experience in retail partnerships and operational efficiency, Pena ensures that Keter remains at the forefront of the industry. His leadership style, which emphasizes unity and collaboration, resonates throughout the organization.
"At Keter, we continue to pursue our purpose and our passion, which is to shape what’s next for a better day by creating, inventing, designing, and building solutions for homes, gardens, and storage so that our customers and communities can live comfortably and adopt more sustainable lifestyles,” Pena shared.
The company is close to meeting its goal of reducing emissions by 25% per ton, with 23% already achieved by the end of 2023.
Alejandro Pena's leadership and Keter's participation in events like Spoga+Gafa show the importance of global collaboration, innovation, and unity. This approach strengthens the company internally and sets an industry standard. Keter is shaping the future of outdoor living and storage solutions by bringing together diverse perspectives and focusing on sustainability. This strategy demonstrates how global events can go beyond business goals, creating lasting positive impacts on communities and the environment.
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