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Consumer Durables

Consumer Durables

While maintaining its leadership position in Turkey as well as being the third biggest consumer durables company in Europe in terms of sales volume, Arçelik A.Ş. (“Arçelik”) also continued to hold a significant lead in the Romanian and South African markets, with its Arctic and Defy brands, respectively. In line with its international expansion strategy, Arçelik acquired Dawlance, Pakistan’s leading consumer durables company. Beko, Arçelik’s global brand and the leader in the European freestanding white goods market, continued to increase its market share in Europe while maintaining its price index. As the 2nd largest white goods brand in Europe, Beko continued its successful performance in major markets such as France, Poland, Spain, Germany and Italy; and further solidified its leadership position in the UK’s built-in appliances market by increasing its market share.

Arçelik boosted its export volume in Southeast Asia in line with its market diversification strategy. In 2016, the Company commenced mass production at its Thailand factory and bolstered its market presence in the region by establishing new sales and marketing companies in Malaysia and Vietnam. Grundig, the only European manufacturer to offer products in all categories of home electronics, maintained growth in Germany, Scandinavia, and the United Kingdom. The Company also introduced its white goods portfolio to consumers in Spain, Italy, Belgium, Croatia, France, Austria and South Africa.