How Alejandro Pena and Keter Are Directing Change With Customer-Driven Outdoor Furniture Products

Keter CEO Alejandro Pena has been an innovator for decades, long before he took over the reins at his current position. A mover-and-shaker focusing on sustainability, Alejandro Pena has imbued his corporate work with a focus on consumer-first ethos, instilling the changes that his consumers believe in from top to bottom.

Assigned as the CEO of Keter in 2017, Alejandro Pena has been pivotal in helping guide the company’s outward expansion. An industry leader in producing sustainable resin outdoor furniture and home decor, Keter Group has risen in popularity since the early years of the COVID-19 pandemic.

As more and more shoppers look for fun ways to gather outdoors, Keter Group continues to make leaps toward providing them with perfect product solutions.

Future of the Outdoor Markets

While the COVID-19 pandemic may partially be to blame, the rise in popularity of outdoor furniture sales predates the global pandemic entirely. Putting this into focus, a survey by The American Institution of Architects revealed that outdoor living spaces have been among the top-requested rooms for years.

Keter CEO Alejandro Pena has always promised a consumer-first ethos, which has served the company exceptionally well since the pandemic ended. Keter points to a study by ReportLinker, which further showcases hope for the future: global outdoor furniture markets feature a rising 5.2% compound annual growth rate with an expectation to reach $61 billion by 2028.

With a new wave of hybridized shoppers looking for online, e-commerce, delivery, and in-store solutions, Keter is positioning itself to succeed.

Becoming an Omnichannel Brand

Alejandro firmly believes in meeting his clients’ demands, no matter where or what they are. Instilling an omnichannel strategy has been at the top of Pena’s to-do list, and he is confident in bringing solutions.

Pena said of his recent goals, “We will serve our customers wherever they are, whenever they want, in every possible way they want.”

Keter maintains an active digital presence across every significant leading e-commerce website to provide its shoppers with opportunities to find products. Pena emphasized the value of its products by saying, “Our products are built to last a very long time, well beyond one summer, which is one of the benefits of using resin materials.”

Pena suggested, “We see Keter becoming more of a consumer-centric company where our brands will play an even bigger role in our business.”

Alejandro Pena will work closely with CFO Pasquale Iannone as they continue to shape what’s new and what’s next for the brand. Continued reports showcase outdoor furniture growing in popularity, and Keter hopes to continue riding that wave.