Page 59 - KZN Top Business Portfolio 2024/5 - ebook
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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: Chief Executive Officer: Mr Mustafa Soylu
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 Defy offers a full range of the most technologically
advanced kitchen, laundry and small domestic
Defy Appliances (Pty) Ltd is Southern Africa’s largest appliances.
manufacturer and distributor of major domestic Defy Thermofan ovens are designed to improve
appliances. The company markets its products consistent, even heat distribution that enhances
under the Defy brand and offers the consumer a the succulence and flavour of every meal.
full range of kitchen, laundry and small domestic Defy laundry category boasts cutting edge
appliances. Steamcure technology that works effectively to
lift dirt for superior cleaning, soften creases
Established in 1905, Defy made its debut by manu- for easy ironing while keeping clothes clean
facturing the first electric stove in South Africa. In and sanitised.
the last 119 years, the brand has further entrenched Defy Next Gen refrigeration range is equipped
its footprint in South African households through with Naturelight Technology. This three colour
manufacturing a wide range of home appliances. technology mimics the day/night cycle inside
This led to Defy becoming a major white goods the crisper to preserve vitamins in fruit and
manufacturer in the country. vegetables for longer.
In 2011 Defy was attained by leading Turkish home Defy dishwashers are built with innovative
appliance group, Arçelik. Having operations in durable Cornerwash technology. With its specialised
consumer goods industry with production, marketing elliptical three spray arm and nozzle, glasses,
and after-sales services, Arçelik offers products and cutlery and crockery are cleaned to spotless.
services around the world with 45,000 employees, 30 Defy also has a wide selection of small domestic
different production facilities within nine countries. appliances suitable for your home or office.
Defy operates two factories: The company supports its brand position further
through its own sales, warehousing, and distribution
Jacobs and after sales service functions. All products can be
Ezakheni (Ladysmith)
viewed online at www.defy.co.za or by visiting the
All factories have been accredited in terms of various dealers countrywide. Sales and service centres
ISO9001:2015 are available countrywide in the major provinces.
www.defy.co.za 57
