Defy

Established in 1905, Defy made its debut by manufacturing the first electric stove in South Africa. In the last 115 years, the brand has further entrenched its footprint in South African households through manufacturing durable goods such as gas ovens, washing machines, dryers and ovens. This led to Defy becoming the biggest white goods manufacturer in the country while presenting the largest product range in South Africa

Defy
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Defy Appliances (Pty) Ltd is southern Africa’s largest manufacturer and distributor of major domestic appliances. The company markets its products under the Defy brand and offers the consumer a full range of kitchen, laundry and small domestic appliances.

Established in 1905, Defy made its debut by manufacturing the first electric stove in South Africa. In the last 115 years, the brand has further entrenched its footprint in South African households through manufacturing durable goods such as gas ovens, washing machines, dryers and ovens. This led to Defy becoming the biggest white goods manufacturer in the country while presenting the largest product range in South Africa.

In 2011 Defy was attained by leading Turkish home appliance group, Arçelik. Having operations in durable consumer goods industry with production, marketing and after-sales services, Arçelik offers products and services around the world with its 30,000 employees, 18 different production facilities in seven countries.

Defy operates three factories:
• Jacobs
• Ezakheni (Ladysmith)
• East London

All factories have been accredited in terms of ISO 9001-2009.

Defy’s Cooking Appliance Range is at the heart of its business, bringing style to the ritual of baking and excitement to the idea of preparing a family feast in your home. The Gemini Collection boasts a sleek and sophisticated new design, coupled with Feast Master capacity, ideal for bulk cooking. Defy’s signature ThermoFan™ Technology allows you to use both baking trays at the same time, cooking multiple dishes simultaneously without any flavour or aroma transfer.

Defy has recently included a stylish range of small domestic appliance which includes a range of blenders, juicers and coffee makers.

The Cooling range has extensive range of No Frost fridges which offers both Dual Cooling technology (which basically means there is fan in the fridge for greater humidity control – better energy efficiency, better odour control, fresher food for longer) and a 4 star freezer.

The premium cooling range offers sophisticated Blue Light Technology, extending the life of your fresh produce.

Defy also offers the largest capacity in the market with a one metre wide range.

All Defy units offer an Auto Defrost fridge section, allows even static units to automatically drain any excess liquid through the back. Defy’s well-renowned chest freezer range offers a multi-mode function, allowing you the freedom to convert your unit between a fridge, chiller and freezer.

The laundry range boasts Aquafusion™ technology in its front loaders which maximises washing power efficiency ensuring you get the most out of your detergent. Surf’s up with Defy Aquawave™ drum technology in both top and front loaders. The technology aids in more effective washing.

The company supports its brand position further through its own sales, warehousing, and distribution and after sales service functions. All products can be viewed online at http://www.defy.co.za or by visiting the various dealers countrywide. Sales and service centres are available countrywide in the major provinces.

Covid-19 Response
Defy has garnered international recognition for its role in a ground-breaking project to produce innovative life-saving ventilators. Designed and manufactured by South African engineers, it’s the first intensive care quality ventilator to be manufactured in Africa.

The mechanical ventilators received the Royal Academy of Engineering’s President’s Special Award for Pandemic Service as a result of their efforts in manufacturing mechanical ventilators for developing countries during the COVID-19 pandemic.

Evren Albaş, CEO of Defy Appliances, says that the initiative brings together the extensive research, design, manufacturing and testing capabilities to mass produce the cost-effective, full-function mechanical ventilators – named Impilo – at Defy’s Jacobs factory. The high-performance mechanical ventilator has since become the first intensive-care quality ventilator to be manufactured on the African continent.

“Impilo means ‘life’ in Zulu and Xhosa, which we think is a fitting name for a device that so many people depend on right now for their survival,” says Albaş.

He explains that the mechanical ventilator units were developed through Defy’s cooperation with the University of Cambridge, partners Beko in the UK and Arçelik in Turkey. “Its success depended in no small part on the innovative design and engineering capabilities that we have at our disposal in South Africa – both within our own company as well as South Africa’s premier producer of landward defence solutions, Denel Land Systems, with whom we were able to collaborate.”

Albaş notes that the manufacturing of these ventilators in Defy’s facility in South Africa is also being supported by 17 local suppliers – each responsible for various device components. “Defy has a 115-year history and heritage in South Africa. As part of our role in the community, it’s important to support our country when it needs it most. Our biggest goal here is to produce life-saving equipment that can be used to help treat as many COVID-19 patients as possible. At the same time, we are also constantly looking for ways to create more jobs and provide further relief with this initiative,” Albas concludes.

Full Name of Company: Defy Appliances (Pty) Ltd
Nature of Business: Manufacturing and distribution of white appliances
Date Established: 1905
Current Customer Base: Most SA furnishers and retailers
Subsidiaries: Defy Namibia, Defy Botswana
Holding Company: Arçelik (Turkey)
Bank: Standard Bank
Accountants: Ernst & Young

KEY PERSONNEL
Chief Executive Officer: Evren Albaş
Chief Financial Officer: M. Loxley

CONTACT DETAILS
Physical Address: 135 Teakwood Road, Jacobs, 4052
Postal Address: P.O. Box 12004, Jacobs, 4026
Tel: +27 (0)31 460 9711 Fax: +27 (0)31 460 9800
Website: http://www.defy.co.za

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