Expanding Beko Grundig’s sustainable portfolio
Beko Grundig Deutschland GmbH celebrated the most successful year in its history in 2021. CEO Mario Vogl talked to IFA International about the evolution of the Beko and Grundig brands, and about the company’s strong commitment to sustainability.
Beko and Grundig are back at IFA this year. How have the brands been evolving?
After two very successful years, we achieved the best result in the history of Beko Grundig Deutschland GmbH in 2021 – in both brands, Beko and Grundig, and in all product areas. We laid the foundation for this sustainable growth four years ago with our Ambition 2020+ strategy programme. Our goal was and is to further expand our market shares in Germany and Northern Europe and to position our brands as even more agile, modern and customer-focused. The good results confirm that we are on the right track and that our strategy is both effective and sustainable.
We have seen some major innovations in terms of sustainability coming from Beko Grundig. What is your policy concerning sustainability, and what have been the most important innovations?
We aim to become the most sustainable home electronics company in Germany and the Northern Europe region and see ourselves as a pioneer in the industry. We are driven by the desire to leave behind a world worth living in for ourselves, our customers and future generations.
At Grundig we offer eco-friendly products in every segment. With our new Grundig washing machines with integrated microplastic filter, we have recently introduced a true world first. The new technology filters up to 90% of textile microfibers out of the washing water before they pollute our environment.
In addition, the entire kitchen can be sustainably equipped with Grundig products. This ranges from ovens with components made from recycled fishing nets, to fridges containing parts made from bioplastics and drum housings of washing machines and dryers made from recycled PET bottles. Recycled plastic can be found, for example, in our sustainable vacuum cleaner, our new TV range and our Jam Earth Bluetooth speaker.
With our Beko brand, we address a target group that is particularly conscious about both price and running cost. Water and energy efficiency therefore play an integral role in our product development. That’s why we already offer a wide range of white goods in the highest energy classes.
How important is IFA this year, after such a long “hiatus”?
For us, IFA is one of the most important events of the year, as it is a unique opportunity to demonstrate the innovative character of the entire industry. After two years of social distancing, we are enjoying the face-to-face meetings on site! So please visit us at our stand in hall 3.1, me and my colleagues are looking forward to meeting you.
#SustainabilityStartsatHome and #Top3inEurope: Beko Grundig’s messages for IFA 2022
For Grundig, the message at IFA 2022 is #SustainabilityStartsatHome. The motto means there are many small steps that anyone can make to build a better future. “There is no plan B, which is why we are consistently expanding our sustainable portfolio – without compromising on quality, performance and design”, says Mr. Vogl. The aforementioned integrated microplastic filter is one exemplary sustainable solution in a product.
Meanwhile, Beko claims to be a brand that is #Top3inEurope, with the aim to further strenghten its market position. Along with this mission statement, the company is showcasing how forward-thinking technologies can be affordable and a benefit for a healthy lifestyle. This is best shown through the presentation of new washing machines that feature energy and water-saving AquaTech technology.