Beko’s new president, Zach Elkin

By Alan Wolf, YSN

BrandSource vendor partner Beko U.S. has a new president, and given his long track record and sterling reputation within the appliance industry, members should already be well acquainted with him.

Zach Elkin, formerly U.S. general manager of LG’s Signature Kitchen Suite program, has assumed the top spot at Bolingbrook, Ill.-based Beko U.S., effective this month. By way of background, Beko is a 65-year-old appliance brand that’s built a worldwide reputation for technically advanced kitchen and laundry products with sleek, contemporary designs. A subsidiary of Turkey’s Arçelik and a sister to the Blomberg appliance line, Beko is reportedly the fastest-growing white-goods brand in Europe and its products can be found in 440 million homes in more than 130 countries.

See Beko fridge, range and dishwasher product trainings in the BrandSource Backroom, all part of AVB University’s Fall Training Series.

In his new role, Elkin will direct the company’s continued expansion in North America, which includes record sales in its fiscal third quarter.

“I am honored to join Beko U.S. at such an exciting time of opportunity and potential,” Elkin said. “As consumers and businesses alike adapt to current challenges, Beko has already shown impressive signs of growth — achieving record sales in Q3 and significantly expanding its U.S. dealer and distribution network. I look forward to leading from a place of strength and strategy and continuing this upward trajectory.”

Elkin is a 25-year-veteran of the appliance industry, with stints at LG, Sears Holdings and BSH, where he was credited with repositioning the ultra-premium Thermador and Gaggenau brands. He succeeds Hasan Ali Yardimci, who led Beko’s U.S. debut in 2016 and now oversees the brand’s operations in Spain, Portugal and South America.

Said Yardimci, “Under Zach’s leadership, the company is well positioned to accelerate [our] growth and take operations to the next level.”