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DEFY APPLIANCES
Current Customer Base: Most SA retailer and furnishers
Subsidiaries: Defy Namibia, Defy Botswana; Defy
Swaziland and Defy Sales East Africa
Holding Company: Arçelik (Turkey)
Bank: Standard Bank
Accountants: PricewaterhouseCoopers
KEY PERSONNEL
CEO:
Mr Mustafa Soylu Chief Executive Officer: Mr Mustafa Soylu
Chief Financial Officer: Mr Erdinc Ayan
Full Name of Company: Defy Appliances (Pty) Ltd CONTACT DETAILS
Nature of Business: Manufacturing distribution and Physical Address: 135 Teakwood Road, Jacobs, 4052
importing of domestic white goods appliances Tel: +27 (0)31 460 9711
Date Established: 1905 Website: www.defy.co.za
ART OF LIVING advanced kitchen, laundry and small domestic
appliances.
Defy Appliances (Pty) Ltd is Southern Africa’s largest Defy Thermofan ovens are designed to improve
manufacturer and distributor of major domestic consistent, even heat distribution that
appliances. The company markets its products under enhances the succulence and flavour of every
the Defy brand and offers the consumer a full range meal.
of kitchen, laundry and small domestic appliances.
Defy laundry category boasts cutting edge
Established in 1905, Defy made its debut by Steamcure technology that works effectively to
manufacturing the first electric stove in South lift dirt for superior cleaning, soften creases
Africa. In the last 120 years, the brand has further for easy ironing while keeping clothes clean and
entrenched its footprint in South African households sanitised.
through manufacturing a wide range of home Defy Next Gen refrigeration range is equipped
appliances. This led to Defy becoming a major white with Naturelight Technology. This three colour
goods manufacturer in the country. technology mimics the day/night cycle inside
the crisper to preserve vitamins in fruit and
In 2011 Defy was attained by leading Turkish home vegetables for longer.
appliance group, Arçelik. Having operations in Defy dishwashers are built with innovative
durable consumer goods industry with production, Cornerwash technology. With its specialised
marketing and after-sales services, Arçelik offers elliptical three spray arm and nozzle, glasses,
products and services around the world with 45,000 cutlery and crockery are cleaned to spotless.
employees, 30 different production facilities within Defy also has a wide selection of small domestic
nine countries.
appliances suitable for your home or office.
Defy operates two factories: The company supports its brand position further
Jacobs through its own sales, warehousing, and distribution
Ezakheni (Ladysmith) and after sales service functions. All products can
be viewed online at www.defy.co.za or by visiting
All factories have been accredited in terms of the various dealers countrywide. Sales and service
ISO9001:2015 centres are available countrywide in the major
Defy offers a full range of the most technologically provinces.
www.defy.co.za 61
