DEFY APPLIANCES
DEFY APPLIANCES Hot Investments Provide Perfect
Recipe for Defy Success PRODUCTION: Karl Pietersen
A new Gauteng service centre, a new KZN production investment, and further spend planned for the future, Defy Appliances is a manufacturing stalwart that has been delivering pride for South Africans for more than a century. www.enterprise-africa.net / 3
INDUSTRY FOCUS: MANUFACTURING
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Defy Appliances in South Africa is a shining example of what a sustainable, highquality, in demand manufacturing operation looks like. Operating in the country since 1905, the past 114 years have seen Defy grow from pioneering electric stove manufacturer to become the largest manufacturer and distributor of major domestic appliances. The company now operates from three ISO 9001-2009 accredited facilities in Jacobs, Ezakheni and East London. Its range has grown from cooking equipment and now incorporates a bulging range of kitchen and other household appliances. Not just the best in South Africa, Defy’s products are recognised as continental leaders and, in some cases, global standard setters. Whether it’s an oven, hob, fridge, freezer, microwave, kettle, toaster, dishwasher, tumble dryer, cooker hood or something else, Defy has a network of sales and servicing centres
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countrywide, and is also available through several major retail chains, and numerous other businesses. In 2011, the company was acquired by Turkey-based Arcelik Group, a global leader in the manufacture of white goods and other electrical appliances. This milestone allowed Defy Appliances to kick into top gear, becoming the undoubted industry leader in South Africa. “This was not just a sale but an investment, one that made Defy stronger and more innovative,” the company says. TOP OF THE RANGE Second half year results for retailers active in the kitchen and home appliance sector are often buoyed by the hysteria of Black Friday – a shopping concept which has taken South Africa by force over the past decade. Offering discounts in order to clear backstock before Christmas and the New Year, customers flock onto shop floors and websites in
hope of a bargain – and Defy offers just that. But, even if you picked up a Defy product for slightly cheaper than
// DEFY HAS A PASSION TO SET HIGHER STANDARDS FOR CUSTOMER SATISFACTION IN ALL OF OUR OPERATIONS AND WITH THE OPENING OF OUR FIRST AUTHORIZED SERVICE CENTRE WE ARE SETTING A NEW VISION FOR SOUTH AFRICAN HOME APPLIANCE MARKET //
DEFY APPLIANCES
normal this year, you can rest assured that quality is never below par. “Defy’s Cooking Appliance Range is at the heart of our business, bringing style to the ritual of baking and excitement to the idea of preparing a family feast in your home,” the company says. “Our Gemini Collection boasts a sleek and sophisticated new design, coupled with Feast Master capacity, ideal for bulk cooking. Defy’s signature ThermoFan™ Technology allows you to use both baking trays at the same time, cooking multiple dishes simultaneously without any flavour or aroma transfer.” In the kitchen, Defy is king and most families could prepare an entire meal from start to finish using nothing but Defy products. “Defy has recently included a stylish range of small domestic appliance which includes a range of blenders, juicers and coffee makers,” the company details. Taking the daily frustration out of what should be simple tasks is where Defy thrives. “Our Cooling range has extensive range of No Frost fridges which offers both Dual Cooling technology (which basically means there is fan in the fridge for greater humidity control – better energy efficiency, better odour control, fresher food for longer) and a 4 star freezer.” Defy offers the largest capacity fridge in the market and utilises blue light technology which helps to extend the life of fresh produce. “All Defy units offer an Auto Defrost fridge section, allows even static units to automatically drain any excess liquid through the back. Defy’s well-renowned chest freezer range offers a multi-mode function, allowing you the freedom to convert your unit between a fridge, chiller and freezer.” Equally, laundry and washing are rexamined by Defy and redesigned to achieve superior results. “Our laundry range boasts Aquafusion™ technology in our front
loaders which maximises washing power efficiency ensuring you get the most out of your detergent. Surf’s up with Defy Aquawave™ drum technology in both top and front loaders. The technology aids in more effective washing.” The company also supports its brand position further through its own sales, warehousing, and distribution and after sales service functions. Who would have thought so much could come from a business which started life, under the name the Hollow Block Syndicate, manufacturing bricks and three-legged pots? “Very few brands have stood the test of time like Defy. For more than a century, we have created beautiful memories for millions of households,” confirms Defy. “At Defy, the consumer is at the heart of everything we do.”
ONGOING INVESTMENT In April, Defy along with parent Arcelik celebrated success in South Africa, opening new regional offices in Johannesburg and launching a new brownfield development at the company’s plant in Durban. In Gauteng, the Defy offices from Pretoria and Denver were combined to create a single, centralised sales and service office in Midrand. The new centre boasts 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. The new centre began by employing 184 people on site. At Jacobs, in KZN, the new manufacturing facility was designed
WWW.DBLACK.CO.ZA 300 JACOBS ROAD, JACOBS, 4052 TEL : 031-4656400 ELSIE@DBLACK.CO.ZA
PROUD SUPPLIER OF QUALITY METAL PRESSED COMPONENTS TO DEFY APPLIANCES FOR OVER 40 YEARS
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INDUSTRY FOCUS: MANUFACTURING
to grow Defy’s capacity for top loading washing machines. The development, reported as R121 million, is part of a wider investment strategy that will see the group invest around R1 billion over the next five to seven years. Defy infrastructure is ready for investment, with many buildings across its three main sites dated and at capacity. Countries including India, Bangladesh, Paraguay and Sri Lanka have already placed orders for products coming from the new lines, and the company wants to continue with its export growth while investing in growing capacity. “We are a favourite in SA homes
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and number one in cooling, cooking, laundry, chest freezers, microwaves, built in tumble dryers and cookers, and cooking hoods. There is no limit to what is possible when you consistently strive for excellence,” the company says. More recently, in Durban, in November, Defy announced further investment when it launched its first authorised service centre in the city, in partnership with Timberstar. The centre provides both business and personal as well as retailers with access to qualified technicians, original parts and state-of-the-art technology for repairs and upgrades. “Defy has a passion to set higher
// IT IS OF HUGE IMPORTANCE THAT DEFY, AS AN ORGANISATION, CONSISTENTLY GIVES BACK TO OUR COMMUNITIES // standards for customer satisfaction in all of our operations and with the opening of our first authorized service centre we are setting a new vision for South African home appliance market. Defy and Timberstar will
DEFY APPLIANCES
work together to roll out this passion and dedication of getting closer to our customers by delivering world class after sales service,” said by Evren Albas, Regional Director of Arcelik A.S. in sub-Sahara and CEO of Defy Appliances in South Africa. “We believe that this business model is also a very good role model for
// DEFY’S COOKING APPLIANCE RANGE IS AT THE HEART OF OUR BUSINESS, BRINGING STYLE TO THE RITUAL OF BAKING AND EXCITEMENT TO THE IDEA OF PREPARING A FAMILY FEAST IN YOUR HOME //
Enterprise Development initiative for South Africa. We hope to see opening more authorised service centres with exactly the same format across the country in cooperation with our service and trade partners.” Richard Bunting (Head of Sales at Defy) highlighted: “It is important that we understand fully just how vital service delivery has become from an appliance manufacturing point of view to bring a one-stop service experience to our valued customers.” DOING ITS PART In September, Defy initiated a CSI project alongside the non-profit organisation Cupcakes of Hope and Metro FM to help make a difference in the lives of needy children in South Africa. The initiative is aimed at raising funds and awareness around childhood cancer and supporting families who need help with medical fees. The concept involved encouraging people to get out and bake sweet treats while
engaging with Defy on social media. Defy would then donate funds based on every engagement received. “It is of huge importance that Defy, as an organisation, consistently gives back to our communities. Partnering with Cupcakes of Hope to further their on-going commitment to deliver hope across the nation enables us to do our part in making a difference,” said Rajan Gungiah, Regional Marketing Director at Defy sub-Saharan Africa. In the economic climate present across southern Africa right now – especially in the manufacturing sector - Defy Appliances stands as a shining example of what is possible when investment, desire for quality, and customer needs are put at the forefront of everything that is done.
WWW.DEFY.CO.ZA
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THE BUSINESS MAGAZINE FOR AFRICA’S INDUSTRY LEADERS
AFRICA
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December 2019
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