I SPECIAL FEATURE I HOME
I SPECIAL FEATURE I HOME APPLIANCES I THE CONSUMER IS MUCH MORE SENSITIVE ABOUT SUSTAINABILITY, UNDERSTANDING HOW CRITICAL IT IS TO CONSUME LESS, AND TO CONSUME SUSTAINABLE PRODUCTS. Marius Stoica CEO, Beko Grundig Deutschland GmbH “IFA is about the emotional connection with customers” Marius Stoica, CEO of Beko Grundig Deutschland GmbH, spoke with IFA International in an exclusive interview Stoica delved into the group's aspirations for a greener future, the significance of IFA Berlin, and the company's dedication to delivering innovative and sustainable products to the German market. This is your inaugural IFA as the CEO of Beko Grundig Deutschland GmbH. Can you present yourself and share your main objectives and aspirations? I've been with the group, a global leader in household appliances and consumer electronics, for 22 years. I've been back in Germany for four years, and this is my first year at IFA as CEO of Beko Grundig Deutschland GmbH. Our company is based in Eschborn, near Frankfurt, with about 200 employees. We collaborate with major distributors in the German market. Beko is Europe's top brand in terms of unit market share. Our goal in Germany, a market dominated by German brands, is to be among the top three. We aim to achieve this by introducing innovative and sustainable products. Our focus is on understanding the German customers' specific needs, as they expect innovative and energyefficient products. We have a dedicated team that listens to customer feedback and aligns our products and services accordingly. We're proud of our innovations, especially in sustainability, and we're committed to offering topnotch after-sales services. What are the standout innovations you're showcasing this year? For Beko, our primary brand for large appliances, the focus is on energy efficiency. We are emphasising healthy lifestyle and affordability. Technologies like HarvestFresh in cooling and Split & Cook in ovens are some examples. Our AquaTech washing machine is one of the most efficient in Europe. Grundig emphasises sustainability, with products like the microfibre washing machine that prevents microplastics from entering water systems. We also have a lot of products using recyclable parts and resource-saving technologies. Can you highlight what trade visitors can experience at your stand this year? We have a rich history with IFA. For Beko, our theme is "Beko way of living", emphasising top technology, energy-saving, and reliability. Grundig showcases sustainable products, emphasising how they're produced, packaged, and their materials. How significant is IFA Berlin for you? I attended my first IFA about 12 years ago, and it left a lasting impression. It's inspiring to see global companies showcasing their innovations. IFA is about more than just technology; it's about the emotional connection with customers. As IFA approaches its 100th year, we're excited to see how it evolves and continues to foster this emotional bond Hall 3.1 / Stand 105 MOVING TOWARDS SUSTAINABLE MANUFACTURING Arçelik, the parent company of Beko and Grundig, has over 30 production facilities globally, and Stoica informed us that they are transitioning them to sustainable manufacturing. “We use recycled materials, such as over 50 million plastic bottles annually. We also invest in energy and water-efficient factories.” The company’s commitment to sustainability is made evident in their products and our partnerships. Stoica referred to their partnership with Waste Reduction, “ensuring our products are plastic neutral”. According to Stoica, sustainability is a primary concern for customers, especially on the German market. He stated that, “The climate change we are witnessing is directly linked to resource consumption.” He also highlighted, "The consumer is much more sensitive about sustainability, understanding how critical it is to consume less, and to consume sustainable products." Beko and Grundig are committed to meeting these demands, and have been recognised for their sustainability efforts 28 IFA INTERNATIONAL • SATURDAY 2 ND & SUNDAY 3 RD SEPTEMBER 2023 www.ifa-berlin.com/content-hub
I SPECIAL FEATURE I HOME APPLIANCES I ADVERTORIAL A brand new BRITA cartridge for household appliances Recognised water filtration brand BRITA has created their MAXTRA PRO LIMESCALE EXPERT cartridge for better tasting hot beverages. When it comes to making coffee or tea, the water you use plays a key role in the final taste. But filtering water beforehand can multiply the number of steps and appliances you have to use. BRITA, the brand name synonymous with filtered water, has collaborated with renowned household appliance manufacturers to solve this problem. With the BRITA MAXTRA PRO LIMESCALE EXPERT cartridge, the filtering of water for hot drink preparation becomes a one-step process that saves time and space. The expert cartridge can be used with espresso machines, automatic coffee makers, kettles and tea makers to reduce water hardness and chlorine which not only improves the taste of the final drinks but also provides appliance protection. In addition to improving the taste of hot beverages, the new BRITA cartridge also offers a number of other advantages. It contains a highperformance filter mesh with 4 times better particle reduction compared to the previous BRITA MAXTRA+ water filter, for example, and is the most sustainable BRITA filter yet with 50% bio-based plastics used for the cartridge lid and barrel. Its high level of expertise in water filtration and integrated solution partnerships as well as its status as a well-known brand allows BRITA to provide innovative high-quality water filtration products that stand out from a consumer’s point of view. The collaboration creates a win-win situation for appliance partners and BRITA, as well as of course benefiting the end consumer IFA INTERNATIONAL • SATURDAY 2 ND & SUNDAY 3 RD SEPTEMBER 2023 29
