Karaca penetrates into cleaning robot market


Kitchen appliances manufacturer Karaca Group has penetrated into the cleaning robot market with its Alex brand. The group aims to be among the top three players with its smart cleaning robot developed under the group’s home appliances brand Homend. Thus, the sectoral competition will heat up with Alex.

The cleaning robot market grew by 506% on the unit basis and by 900% in terms of turnover in 2020, according to Karaca Group Brand Development Director Dilek Terliksiz. “Hunderds of thousands of cleaning robots were sold in November, when shopping offers were launched. We’ve entered this field anticipating that the demand will continue when the pandemic ends,” Terliksiz said stressing that they will become one of top three players in this sector.

Eying exports

Karaca Group developed a design and technology in order to meet Turkish cleaning understanding by examining the rivals in the market. Terliksiz stated that they’ve developed an angled product considering the fact that it will perform better deep cleaning. “We’ve had such an opportunity in design and manufactured an angled product unlike the others. We’ve customized the product using 40% longer brush to comply with Turkish cleaning understanding,” she added.

Developed by the company’s R&D engineers, Alex was manufactured by suppliers abroad. “We will also sell Alex abroad,” Terliksiz said, emphasizing that export of Alex is on the carpet. Alex was released to the market with two models. The high segment model is sold for TRY 3,500, while the low segment model is priced at TRY 2,900.

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