-One of the worlds top ten white goods sector brands brings award-winning, environmentally-friendly product range to UAE

Dubai, UAE: May 26, 2011- Beko, the leading international home appliance brand from the Turkey-headquartered Arelik Group, Wednesday night announced an expected 250 percent growth in sales by 2016  in the Middle East region, driven by the companys commitment to creating products designed with the environmentally-conscious consumer in mind.

Speaking at the event marking the unveiling of its new product range in Dubai, Murat Bykerk, Arelik Sales Director responsible for the Middle East, Africa and Turkic Republics, said:  Our products have been very well received since we first launched them in the UAE nearly ten years ago, with sales doubling each year since. Our refrigerators and washing machines have been particularly popular with the regions customers.  As a company, we invest significant resources in research and development to ensure that our products are as environmentally friendly as possible. We predict a sharp uptick in sales, with growth forecasts for the region averaging 26 per cent each year over the next five years.

Stating that Beko aims to deliver advanced technology and smart solutions for consumers and that the Beko product range consists of time and energy saving products, Mr. Bykerk explained: "All Beko products are designed with sustainability in mind. Each appliance is constructed to be energy efficient and all our production processes support our determination to protect the environment."

Beko officially introduced 70 different models from its cutting-edge 2011 product range on Wednesday, including refrigerators, freezers, washing machines, dishwashers, built-in ovens, hobs, hoods and microwave ovens to Dubai dealers, distributors and retailers from across the Middle East region.  Also in attendance at the launch event were the Ambassador of Turkish Republic to the UAE, ?. Vural Altay; the Consul General of Turkish Republic to Dubai, Umit Yal?n; the Abu Dhabi Commercial Counsellor of Turkish Republic, G?khan Adanal?, the Commercial Attach of Turkish Republic to Dubai, Ms. Glizar Yava?.

Industry leading eco-friendly products within the Beko 2011 series include the worlds most energy efficient washing machine, which consumes 50 per cent less power than any existing A-class appliance; and the world's least energy consuming multifunction oven which is 30 percent more efficient than any existing counterpart.  Also illustrating the companys commitment to pushing the boundaries of design and functionality in household appliances are its Excellent Clean ovens that feature the first liquid repellent coating - known as nano-coating technology - ever to be used in domestic ovens; and the VarioStore larder that can be turned into a freezer at the touch of a finger.

Initially launching refrigerators to the UK market in 1990, Beko has since expanded its product range internationally and is currently operational in over 100 countries. The Beko Collection, introduced in Dubai in collaboration with Soliton Company, the distributor of Beko in UAE, blends functionality, aesthetics and technology while providing smart solutions for its consumers.

As of May 2011, the full 2011 Beko product range can be found at key department stores including Sharaf DG, Geant, Union Corp, Ansar Mall, All Nahar Al Rams, and home appliance outlets across Dubai. 

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About BEKO Brand

Beko is the international household appliances brand of Arelik Group, which is the third largest company in its industry in Europe. Arelik Group belongs to the largest conglomerate in Turkey, Ko Group, which is existent in four core industries - energy, automotive, consumer durables, finance - and listed as the only Turkish company in Fortune Global 500 list.

Beko brand offers different models and products covering all fields of home appliances, including white goods, consumer electronics, air conditioners, and small home appliances. Beko is currently operational in over 100 countries and offers smart solutions to suit the needs of different people, cultures, and ways of life. With Bekos brand philosophy, "Providing smart solutions for everyday lives of its customers, Beko stands to be a consumer focused brand delivering technology and efficient solutions with functional designs. Beko brand is one of the top five brands in Europe in white goods sector, and one of the top 10 in the world.

Beko has received numerous Energy Saving Trust awards, Plus X awards, IF and RedDot Design awards with its products. All Beko products are environmentally-friendly and are produced in accordance with ISO 14001 standards. The 8 manufacturing facilities of Beko branded products have received "Gold Certificate" for Energy Efficiency in Green Factories. In 2011, as a result of the ATLETE (Appliance Testing for Energy Label Evaluation) Project carried out by CECED (European Committee of Domestic Equipment Manufacturers) together with the European Commission, Beko became one of the very few brands to be certified as bearing fully accurate information in all categories of the European energy label. Beko has become the major sponsor of 2010 FIBA World Basketball Championship, the biggest sports organization hosted by Turkey. Beko is the title sponsor of German Basketball League Basketball Bundesliga and has also given its name to the Russian Basketball League.

About Arelik Group

Arelik was founded in 1955 and manufactured its first washing machine in 1959, followed by its first refrigerator in 1960. Arelik offers products to consumers in over 100 countries through eleven manufacturing plants in Turkey, Romania, Russia, and China. With a sustainable development approach parallel to its vision, Arelik focuses on protecting and sustaining the environment and natural resources in all operations. Arelik aims to develop and market products that are resource and energy efficient, technologically innovative in design, and easy to use. In 2010 Arelik became an innovative pioneer launching the world's most silent and least water-consuming 6-lt dishwasher. The New Ecologist named it World's Least Water Consuming Dishwasher. Arelik manufactured the first 3D television in Turkey and continues to raise consumers' life standards through innovative products. For more information, visit www.arcelikas.com

For more information, please contact:
Kate Shaughnessy
ASDAA Burson- Marsteller
T: +971 4 3344550
E:  k.shaughnessy@asdaa.com
Emma Jones
ASDAA Burson- Marsteller
T: +971 4 3344550
E:  e.jones@asdaa.com

Press Release 2011