Parent company of Beko, Arçelik has entered a joint venture with Hitachi to launch Arçelik Hitachi Home Appliances.

Arçelik owns 60% of the company, which includes 11 subsidiaries transferred from Hitachi Global Life Solutions (GLS) and includes two manufacturing and nine sales companies for home appliances outside Japan.

Beko’s owner has expanded its business to 150 countries around the world, while Hitachi has operated its home appliance business mainly in Southeast Asia and the Middle East.

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According to Arçelik Hitachi Home Appliances, the collaboration between the two companies will leverage strengths such as supply chain and technological capabilities.

It has also been reported sustainability is at the core of Arçelik and Hitachi GLS and the partnership will increase competiveness around energy efficiency and sustainable solutions.

Beko recently carried out a European-wide survey to find out consumer attitudes and concerns about sustainability and the environment.

Former head of APAC and general manager of Thailand at Beko Zafer Üstüner will lead the joint venture.

It will combine the sales network of both brands to extend the Hitachi brand to regions such as Europe and North Africa.

In addition, the business bases in production and procurement will be integrated to strengthen competitiveness.

Arçelik and Hitachi GLS will also integrate the knowledge of both companies in the creation of connected home appliances.

CEO of Arçelik Haka Bulgurlu commented: “We are delighted to launch our new joint venture with Hitachi GLS. Arçelik Hitachi Home Appliances.

“This is a major step for us in achieving our global expansion, ambitions and goals to become one of the world’s top home appliances companies.

“The venture will have the chance to utilise complementary product portfolio and operational footprints of Arçelik.

“In the next few years, we will see Hitachi brand products covering full major domestic appliance need of customers and growing both in existing markets and new ones (geographies) by the support of Arçelik companies.”

President of Hitachi Global Life Solutions Jun Taniguchi said: “We are pleased to introduce Arçelik Hitachi Home Appliances – our new joint venture company with Arçelik.

“I am confident that by strengthening the complementary sales networks and product strategies of both companies Arçelik Hitachi Home Appliances will gain a competitive edge and become a market leader in the global home appliances market.

“In addition, by combining the distinctive technologies of both companies, such as environmental resistance and digital technology, we will contribute to improving the quality of life of consumers and develop products and services that will realise a sustainable society.”