Arçelik, the world’s leading manufacturer of household appliances, has renamed its global operations under one international corporate brand, Beko.

Beko will remain owned by Arçelik and serve as the umbrella brand for its 22 consumer brands worldwide such as Beko, Grundig, Indesit, Hotpoint, Arctic and Defy.

With the recent creation of Beko Europe and acquisition of Whirlpool’s MENA business, Beko became the number one home appliance business in Europe in volume terms and operates across 45 production facilities with 55,000 employees globally.

This brand transition unites teams from around the world under one cohesive banner, fostering global growth and strengthening trust and brand loyalty among retailers, customers, and employees. The newly designed Beko logo encapsulates its vision by emphasising growth and inclusiveness with a darker shade and making the letter B larger than in the consumer brand.

Beko CEO, Hakan Bulgurlu (feature image) said, “The past decade has been about setting ambitious targets and taking action. We’ve focused on growth, industry transformation, and delivering value across the board – to our consumers, customers, employees, and shareholders.

“We are now entering an exciting new chapter for Beko as a truly global player. At Beko, we aim to lead sustainable innovation through advanced technologies that motivate households all over the world to live healthier and more sustainable lives. Beko has captured the imagination and trust of consumers, business partners, and employees alike, and we will leverage this legacy to foster a more unified and cohesive company with renewed ambition.

“I am excited about where Beko will lead us in the upcoming years. By blending this new structure with the foundations of what we have always excelled in – exceptional customer service, innovative solutions, and outstanding products – we will continue to raise industry standards.”

The corporate identity change does not apply to Arçelik Pazarlama A.Ş, Arçelik LG, IHP and Arçelik Hitachi.