Alejandro Pena has loomed large in his role as CEO of the outdoor furniture firm Keter. Since joining the team and spearheading the evolution of the family-grown business, Pena has worked to oversee more than 5,000 employees around the globe. Taking from the same chalice that companies like Starbucks pour from, Pena aimed to create something more out of Keter than a traditional space for outdoor furniture. Pena wanted to take the company and turn it into an experience.

Looking often at the Starbucks paradigm, Pena can point to how the coffee shop has created a consumer lifestyle built around its products. From the cozy interior to the barista serving you by calling your name, the vibe is tailored to the consumer.

How Alejandro Pena is Designing an Experience

Alejandro Pena is the Chief Executive Officer of Keter, a business that focuses on curating and accommodating a variety of outdoor furniture design spaces. From throwing pool parties to designing a kitchen built for the summer, Pena and his team assist in the process. While it would be easy to see Keter as a simple supplier of resin-based storage products and assorted indoor/outdoor household goods, they are far from just another shop.

To take Keter from another online retail space into something unique, Pena focused on developing and innovating within the space. Pena says, “We are innovators; we invent what’s new and next, and we do it with a sustainable mindset and consciousness.”

As proof in the pudding, Alejandro Pena refers to the deep catalog of sustainable and recyclable resin-based storage solutions and all-weather furniture products in the company catalog. Much of Keter’s catalog comprises goods made from recyclable resin that looks more expensive than it is.

Innovation and Returning an Income on Investment

Alejandro Pena became the CEO of Keter in 2018, where he would first take on the task of guiding 5,000+ global employees. Beginning with material acquisitions and moving into manufacturing operations, Alejandro  Pena has had his hands on much of the company’s work over the past half of a decade, leading it to success often.

To continue building upon the company’s success, Pena has Keter focusing on what has worked best: sustainable and consumer-driven innovation. Pena says, “We’re a leading player in our industry and a responsible community member.”

Under his guidance, Pena has had his company focus on developing products and solutions for consumers, something he had experience with while working at Rubbermaid. Pena adds about his past work, “I learned about product management, innovation, and consumer centricity.”

Currently, Keter’s products are sold in more than 100 countries worldwide, with manufacturing plants in North America, Israel, and Europe. Pena adds, “Keter originally was a family-owned, family-operated business founded in Israel.”