Under the leadership of CEO Alejandro Pena, Keter’s Signature Collection has become a runaway success in the outdoor living market. The innovative line of products, which includes sheds, deck boxes, and raised garden beds, has been selling out across various retail channels. This overwhelming demand has prompted Keter to accelerate its expansion plans, with new additions to the Signature line slated for 2025.
The Signature Collection’s popularity can be attributed to its blend of style, functionality, and sustainability. Each piece is designed to maximize utility while enhancing the aesthetic appeal of outdoor spaces. The color palette, featuring natural tones like walnut and ashwood, ensures these pieces complement rather than clash with existing decor.
The Signature Collection’s user-friendly design is one key factor contributing to its success. Each product is engineered for straightforward assembly, with clear instructions that guide users effortlessly from unpacking to final setup.
Safety is another critical aspect of the Signature Collection’s design. Features like hydraulic pistons ensure smooth operation, allowing for effortless opening and controlled closing of storage units. This is particularly important for items like deck boxes, where the risk of pinched fingers is a common concern.
The Architect Behind Keter’s Success: Alejandro Pena’s Career Journey
At the helm of Keter’s impressive growth and innovation is CEO Alejandro Pena, whose career trajectory and visionary leadership have been instrumental in shaping the company’s success.
He’s played a pivotal role in the organization’s transformation from a family-owned business to a global leader in consumer product manufacturing. With over 25 years of experience in the industry, Pena leads by focusing on sustainable innovation, growth, and profitability.
“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,” he stated.
Alejandro Pena’s educational journey began in Bogotá, Colombia, where he earned a Bachelor of Science in industrial engineering from Universidad de los Andes. He later pursued an MBA with a focus on marketing at McCombs School of Business at The University of Texas at Austin, equipping him with the insight necessary for his roles in high-level management.
Before joining Keter, Pena built a solid foundation in consumer product management and branding at some of the industry’s most respected names. He began his career at Rubbermaid, where his role helped shape his understanding of consumer needs and the importance of strategic product development.
Pena then transitioned to Sunbeam, which later became Jarden Consumer Solutions, a leader in the consumer goods sector. During his tenure, Alejandro Pena took on increasingly significant roles, successfully managing some of the company’s critical brands across North America. His work at Jarden solidified his reputation as a results-driven leader, focusing on driving revenue growth and enhancing brand visibility.
He joined Keter Group in 2017 as managing director for the North American market. Tasked with expanding the company’s largest and fastest-growing region, he quickly demonstrated his ability to meet the challenge. His success led to his appointment as CEO in 2018, where he’s since overseen Keter’s global expansion and innovation.
Under his leadership, Keter has consistently introduced new products that marry functionality with aesthetics while staying true to the company’s commitment to sustainability. The international operation is now recognized as the industry’s largest user of post-industrial and post-consumer plastics, with a strong focus on eco-friendly manufacturing.
A Vision for Sustainability and Innovation
A champion of sustainable practices, Alejandro Pena, has steered Keter toward a circular economy model, incorporating recycled materials in all of its resin-based products. His forward-thinking approach aligns with environmental, social, and governance principles, reflecting his broader commitment to ethical business practices and environmental responsibility.
Keter has made remarkable strides in its sustainability efforts, particularly in reducing carbon emissions. The company achieved an 8% reduction in absolute Scope 1 and Scope 2 greenhouse gas emissions in 2023, thanks to its continued focus on energy efficiency and integrating renewable energy sources.
With this progress, the company is on track to meet its goal of reducing emissions per ton by 25% by 2025, having already reached a 24.6% reduction compared to 2018.
Beyond emissions, Keter has made impressive progress in incorporating recycled materials into its products. In 2023, over 41.09% of its product content came from recycled sources, a major achievement given the industry’s challenges in sourcing sustainable resins. With the support of its in-house recycler, Trigon, Keter continues to push toward its goal of 55% recycled content by 2025, exploring new methods and technologies to increase sustainable material use across its product lines.
In addition to product innovation, Pena has spearheaded the company’s omnichannel marketing strategy, ensuring Keter’s products are available to consumers through multiple distribution channels, catering to the needs of a modern, globalized market.
Keter’s presence in over 100 countries and its unwavering dedication to sustainability make it more than just a follower of industry trends. With each innovative product, it stands at the forefront of redefining outdoor living, creating solutions that seamlessly merge design and eco-consciousness.
“We are innovators; we invent what’s new and next, and we do it with a sustainable mindset and consciousness,” said Alejandro Pena.
