By Patrick Avenell

Turkish appliance brand Beko is launching in Australia, with the parent company Arçelik Group announcing that industry veteran Mike Goadby will be the local subsidiary’s managing director for Australia and New Zealand.

Already a successful appliance brand throughout Europe and the Middle East, Beko specialises in the manufacture, wholesale and after sales service of laundry and kitchen appliances, including built-in cooking appliances. In its native Turkey, Beko also supplies TVs and air conditioners.

The new Australian subsidiary, which is based in Brisbane, is headed by Mike Goadby, who has previously worked for Fisher & Paykel as the president of its North American division.

“Beko is extremely successful across Europe with its range of products,” Goadby said. “All our appliances provide contemporary styling, outstanding features and excellent value to match.

“The Australian and New Zealand market is changing rapidly and we see this as a fantastic opportunity to introduce these products and provide a unique offering to the consumer.”

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Beko appliances are currently manufactured in plants in Turkey, Romania, Russia and China. In the United Kingdom, after a spell of comprehensive advertising to launch the brand, Beko emerged to claim around 20 per cent market share in key appliance categories. The most noticeable part of this marketing strategy was the sponsorship of football grounds, with Beko signage seen around the world.

Although the brand has experienced strong growth in the UK, which was heretofore Beko’s only English-speaking market, it has not all been positive. Last month, faulty Beko refrigerators were implicated in a fire in an apartment block in London, with The Guardian newspaper reporting that up to 500,000 faulty refrigerators may have been sold.

UPDATE: understands that at launch, Beko appliances will be available exclusively to Narta members.