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THE ERT INTERVIEW KEVAL SHAH


20


Even bigger and better


2018 saw Beko become number one in the UK for MDA and it also looks set to be a record-breaking year for the business overall. Now it has introduced SDA products – and planning to extend the range further within its brands – and Keval Shah tells Jack Cheeseman that this year will be ‘even bigger and better’


T rading in the UK for 28 years as a pure MDA


player, Beko has certainly established itself in the marketplace, but the company introduced its SDA range in 2017 in order to take on the ‘top of the work surface’ market and get its name known in further areas of the kitchen.


Beko plc’s Head of Marketing, Keval Shah, tells ERT that it’s been really well received since introduction as the company is bringing more premium products to the market... “The big thing is that the Beko brand is getting more traction, rather than just being in MDA and being updated every few years,” he says. “SDA gives us more opportunity to ‘talk’ to the consumer more regularly.”


Not only this, but 2019 looks set to welcome more connected products to the market across all its brands.


Q: How has business been for Beko plc over the last year? Keval Shah: We’ve had a successful year and we’re beating all of our records year-on-year. It’s a very tough climate and this is a great achievement for us. It boils down to having very good relationships with our retailers and building on those partnerships – it’s all about trust on both sides of the table. We’ve maintained our number one position on Beko in the market and 2018 was the first time we were number one as a group in the UK for MDA across our portfolio of brands,


which for us is a great achievement. We didn’t think that would come for another few years, but to get it in 2018 is fantastic.


Q: What have been the stand-out areas? KS: We’re trading very well on the Beko


brand; being global, this


comes with a lot of benefits and having the right retail partners across different verticals in the marketplace has really helped with Beko to achieve year-on-year sales. Other brands, especially Blomberg, are going from strength to strength and,


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