Meet Beko, America’s new home appliance brand
Europe second-most-popular brand looks to take on the U.S. market
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Take a look at what’s on the sales floor at your local big box store, and you’ll notice it hasn’t changed much since LG and Samsung entered the marketplace in the early 2000s.
Beko, one of the world’s best-selling home appliance brands, announced today that it is coming to American kitchens and laundry rooms for the first time. Already the number one home appliance brand in the UK and the second best-selling across all of Europe, Beko is looking across the Atlantic for further expansion plans.
"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 USA. "We made sure that each one meets the standards and desires of the U.S. consumer, without losing the stylish design and quality our brand has long been known for."
Goadby is no stranger to the U.S. market. Before he started work with Beko in Australia and New Zealand, he served as founding president of the Fisher & Paykel brand in North America.
Beko’s parent company is the Turkish conglomerate Arçelik, whose Blomberg brand has been on sale in the US for about a decade. Blomberg’s kitchen and laundry appliances are primarily designed for small spaces and are based on European designs, and will continue to be available alongside Beko.
Arçelik has been eyeing an expansion into the U.S. for some time, opening a new North American headquarters and distribution warehouse in Chicago earlier this year.
We got some hands-on time with the whole lineup ahead of the official debut, and came away pretty impressed.
For instance, the Beko BFFD3622SS French door refrigerator is a counter depth model with a high-end fit and finish. Unlike other stainless counter-depth models, however, this one has 22 cu. ft. of storage space and sells for just under $2,500.
The Beko brand also gets a version of Blomberg’s compact ventless heat pump dryer—one of the most innovative appliances we’ve ever seen, and a Reviewed.com Best of Year award winner. Instead of venting out hot exhaust, the Beko HPD24412W recirculates it to dry clothes more gently.
The rest of the lineup includes:
• The VD24001W—a traditional 24-inch compact dryer
• The WMY10148C0—a matching 24-inch, 2.5 cu. ft. compact washer
• The WTE7604XLW0—an entry-level compact washer that sells for just $799.98
• The BFSB3622SS—a traditional side-by-side fridge with through-the-door ice and water
• The BFBF2715GSIM—an apartment-size refrigerator with a unique black glass finish
We’re expecting to see a full suite of Beko appliances coming soon, including new dishwashers and ranges. For its debut, Beko has announced a partnership with retailer PC Richard and & Son, but says the brand will roll out across many more retailers in the near future.
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