Defy Midrand Regional Branch Opening - Defy

Defy Midrand Regional Branch Opening

On 24 April 2019, DEFY South Africa invited key stakeholders, business partners, retailers, and media representatives to commemorate the launch of DEFY’s new Regional Offices in Johannesburg.

This regional office combined the Pretoria and Denver branches into one central sales and distribution facility to streamline distribution of DEFY products across Gauteng, and ultimately improve service and convenience for both retailers and consumers. The centre consists of an expanded call centre, a world-class showroom, a new 100-seater auditorium for customer and stakeholder engagement, as well as a new refurbishment centre created to repair damaged units and resell them.

184 people have been employed across three shifts at the regional office – thereby increasing efficiency by 20%. This is just one key component of DEFY’s pursuit of technological innovation, service excellence and regional expansion in 2019 and beyond.

At the launch, guests were welcomed by opening sentiments from Mr. Evren Albas, CEO of DEFY South Africa and Regional Director of Sub-Sahara. Thereafter, the keynote address was delivered by Arcelik Global’s Chief Financial Officer, Mr. Polat Sen, who emphasized Arcelik’s commitment to DEFY’s expansion across Sub-Saharan Africa, and their intention to invest in the betterment of South African lives. This sentiment was reiterated by the Turkish Ambassador for South Africa, Mrs. Elif Çomoğlu Ülgen, who drew positive comparisons between our nations, and provided a strong endorsement for the efficacy and legacy of DEFY products. She concluded by sharing her hope for a continuous and prosperous relationship between South Africa and Turkey.

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Left to right: Mr. Rajan Gungiah (Defy Regional Marketing Director), Mrs. Cherisse Erwee (Head of Business Development: Grundig), Ms. Demet Işıl Karakurt (Commercial Counsellor at the Turkish Embassy in Pretoria), Mr Evren Albaş (Defy CEO and Regional Director Sub-Saharan Africa), Ms. Elif Çomoğlu Ülgen (Ambassador of the Republic of Turkey in South Africa), Mr Polat Sen (Arcelik A.S. Chief Financial Officer), Mr. Richard Bunting (Defy Regional Sales Director: SA & SACU).

 

After a ribbon-cutting ceremony at the entrance of the DEFY Regional Office, guests were treated to an experiential tour of the facility, including activations led by Product Managers at each station, a patisserie demonstration by esteemed pastry chef Tarryn Dinsdale and wine tasting by local connoisseurs. Attendees were given a sneak peek at new innovations that DEFY will be launching throughout the year, including Slimline Ovens with Thermofan+, SteamCure technology in laundry, CornerWash technology in dishwashers and NeoCool in cooling.

Overall, the launch of the new Regional Office in Johannesburg reflects DEFY’s ethos of ‘Believe in Better’ – by Improving operations and driving greater efficiency, DEFY is in a better position than ever to satisfy customer’s needs quicker and more effectively.

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Key retailers, press and invited guests took the opportunity to explore the new Consumer Experience Centre. 

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Delicious artisan pastry prepared by renowned Pastry Chef, Tarryn Dinsdale. 

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Mr. Evren Albas with Chef Tarryn Dinsdale.

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Left to right: Mr. Richard Bunting (Regional Sales Director: SA & SACU), Ms. Natalie O’Gorman (National Channel Group Sales Manager), Mr. Rajan Gungiah (Regional Marketing Director Sub-Saharan Africa) Mr. Jason Picken (Regional Sales Director: Sub-Saharan Exports), Mr. Evren Albas (Defy CEO and Regional Director Sub-Saharan Africa), Mrs. Cherisse Erwee (Head of Business Development: Grundig), Mr. Duncan Paterson (Head of Logistics and Supply Chain), Mr. Mike Loxley (Chief Financial Officer). 

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Mr. Evren Albas and Mr. Polat Sen. 

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Laundry product zone showcases our range of technologically advanced front loader washing machines and dryers. 

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Dishwasher, Cooling and Cooking ranges span the length of the Consumer Experiential Centre. 

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Invited customers and Defy Sales Team share the stage at the launch event.