The Mexican appliance company based in Córdoba seeks to become a leader in the segment.
floors. Mabe has two factories in Córdoba and one in San Luis.
The appliance manufacturer Mabe announced a new investment in the country. It will renew the identity of its flagship brand Drean as part of its strategy to position it as the leading brand in the white goods segment. In addition, Mabe is installing a new kitchen production line at its Luque plant. It will be ready in 2024 after an investment of 23 million dollars.
The rebranding includes the redesign of the Drean logo, to provide it with greater modernity, elegance and solidity, and the evolution of the brand’s visual and aesthetic codes throughout its communication ecosystem: RRSS, blog, ecommerce, brand presence in the stores and all the pieces of product communication.
With 3 production plants, 2 in the province of Córdoba (Luque and Rio Segundo) and 1 in San Luis, where more than 2,200 people work and sales exceed 1,000,000 products per year, Mabe is a market leader. Argentina where it produces and exports with international quality standards.
Mabe is a company of Mexican origin, a leader in Latin America in home appliances, which has a portfolio of more than 60 products in the main lines: it offers refrigerators, washing machines, dishwashers, dryers, cookers, cooktops and hoods with the Drean brand.
It is a company with more than 77 years of history in the home appliance market. With a presence in more than 75 countries and more than 24,000 collaborators around the world, Mabe is considered the leading white goods brand in Latin America.
In Argentina, it has more than 2,200 employees, being a leader in the clothing care, dishwasher and refrigeration markets, through its Drean brand.
“We are facing a milestone for our brand. We are already leaders in the Argentine market in household appliances for washing and refrigeration. With this investment, we will also position ourselves as leaders in kitchens and built-ins,” explained Alejandro Iglesias, Regional Institutional Relations Manager. And he added: “We envision a huge future for the company and we continue to invest to give the market a permanent technological update and products of marked international quality.”
The two initiatives aim to continue offering products with the highest quality standards and exclusive designs in all categories of home appliances, the company explained.
Source: Ambito
