Arctic: The Top Value-for-Money Home Appliance Brand in Romania, Says ICERTIAS Survey
For more than five decades, Arctic—a well-established Romanian label—has consistently garnered consumer approval. This has further solidified its reputation as a reliable provider of affordable and long-lasting items designed specifically for the everyday requirements of Romanian households. An impartial survey carried out by ICERTIAS, an internationally recognized certifying entity from Switzerland, reveals that people in Romania consider Arctic’s offerings to be the most cost-effective choices within their domestic appliances sector.
Innovative Sustainability Drawn from Actual Experience
Arctic is a brand that grows with Romanian lifestyles, providing smart and effective solutions tailored to the present demands of today’s households. Their offerings are crafted thoughtfully, considering conservation of resources, human well-being, and long-term impacts, making advanced tech accessible and innovating precisely within daily routines. From kitchen appliances engineered for both visual harmony and operational effectiveness in modern settings, to ovens that transform meal preparation into a simpler yet imaginative process, along with fridges and highly power-efficient washers and driers—Arctic establishes itself as a pragmatic and sustainable choice. Featuring designs suited for younger demographics and balancing robustness with performance, their items aim at fostering a harmonious living environment and encouraging wiser decisions.
As a result of this strategy, Arctic was recognized by customers as the top brand in the home appliance sector regarding cost-effectiveness, earning the Best Buy Award for 2024/2025 from ICERTIAS – located in Zurich, Switzerland. This accolade stems from an impartial survey involving 1,200 participants. Concurrently, according to the BrandRo analysis managed by Biz and executed by Unlock Market Research during the same timeframe, Arctic stands out as one of Romania’s favorite brands and takes the lead in the eco-friendly home appliances market segment.
"I firmly believe that the essence of a brand lies in staying attuned to everyday reality and what genuinely resonates with individuals. Trust is cultivated gradually through small acts—genuine authenticity, attentive care, and unwavering consistency. At Arctic, we embrace the duty of providing significant products crafted with meticulous attention, heartfelt compassion, and profound regard for both natural resources and our customers' preferences. This quiet yet persistent connection with everyone using our items motivates us daily. Arctic serves as a bridge, opening up Romanian households to progress by merging technological advancements with practical living, addressing genuine requirements with intelligent resolutions. Most importantly, knowing that people opt to remain loyal to us stands as the finest accolade," he stated. Gabriel Eremia serves as the Director of Marketing and Product Management at Beko for Romania, Moldova, Greece, Malta, and Cyprus.
Advanced Tech Innovations from Romania
For more than five decades in Romania, Arctic has established itself as one of the country's premier brands, ranking within the top five favorite Romanian labels today. It also stands out as a frontrunner in the realm of sustainable branding, based on findings from the BrandRO report prepared by Unlock Market Research—an autonomous research firm—and featured in Biz Magazine for the period covering 2024-2025. The original manufacturing facility located in Găești, which produced Arctic’s initial offerings, is now recognized as one of Europe's leading centers for household appliances. Following its acquisition by Beko in 2002, ongoing financial commitments have significantly boosted both output levels and technical sophistication. By April 2025, this plant had achieved an impressive feat: producing over 45 million refrigerators since commencing operations.
The change of Arctic into a model for sustainability mirrors the forward-thinking strategy of Beko Romania, which oversees two key European production facilities: the Găești plant—where heritage combines with efficiency—and the Ulmi facility, acknowledged globally as one of the most sophisticated and eco-friendly industrial sites, earning recognition from the World Economic Forum as a Sustainability Lighthouse. Within the Ulmi site, state-of-the-art technologies, digital processes, and ecological stewardship form the core principles guiding Beko Romania’s approach to modern household appliance production.
"Sustainability forms an integral part of our company’s decision-making framework at all levels. Each investment, product launch, and operational choice considers its impact on individuals, societies, and ecosystems. As a market leader, my belief is that we must not just fulfill current demands but also foresee what will be important down the line. For Beko Romania, this forward-looking vision encompasses efficiency, eco-friendly technologies, and significant long-term economic consequences," as stated. Marius Mihăilescu, Country Director for Beko in Romania, Moldova, Greece, Malta & Cyprus .
Arctic’s development is consistently supported by the infrastructure and strategic direction of Beko Romania. In addition to managing two of the most advanced production units in Europe—in Găești and Ulmi, which export over 84% of their total production to more than 80 countries—the company also operates a national service network and a dedicated spare parts hub. Through this solid foundation, Arctic remains committed to delivering accessible, efficient, and sustainable products adapted to the needs of Romanian consumers.
Eco-Friendly Items for a Healthier Tomorrow
Beko Romania advances the company’s environmental objectives via the Arctic line, introducing eco-friendly goods that emphasize efficient use of resources. These items are thoughtfully conceived with sustainability at every stage, from initial design and production all the way to consumer utilization and eventual end-of-life handling. In 2024, the introduction of this updated Arctic series underscores the firm's dedication to making advanced technologies accessible, blending high performance with responsible consumption patterns tailored for today’s households.
These principles can be seen in the latest refrigerators featuring Full No Frost technology, designed to eliminate ice accumulation, AeroCooking technology for uniform heating within built-in electric ovens, and SaveInAll, a comprehensive method aimed at decreasing water and energy usage in washing machines.
"Customers look for equilibrium and practical solutions that simplify their daily routines. For us at Arctic, this extends beyond just technological advancements; it encompasses empathy, comprehension, and sincere engagement. Our mission involves fostering a sustainable way of life via educational programs, motivational campaigns encouraging mindful decisions, appreciation of natural resources, trustworthy relationships, and concern for essential values. Initiatives such as ' Forgotten,' which draws notice to garments overlooked in wardrobes, along with our culinary segments spotlighting classic dishes and regional produce, help establish transparent communication with individuals aligned with contemporary lifestyles. It falls upon us to remain genuine, accessible, beneficial, and pertinent during each instance where customers carefully consider options not only for themselves but also for those they cherish," concluded. Gabriel Eremia, who serves as the Director of Marketing and Product Management at Beko for Romania, Moldova, Greece, Malta, and Cyprus, .
By means of conscientious manufacturing, eco-friendly goods, and promotional initiatives that encourage participatory community involvement, Beko Romania remains dedicated to Romanian customers by providing high-performance, long-lasting household devices that facilitate the transition towards a more accountable way of living.
* The General 1 – Romania 2024/2025 Best Buy Award for the Arctic brand was conferred by ICERTIAS – International Certification Association GmbH based in Zurich, Switzerland. This recognition followed an independent assessment carried out in April 2024 involving a survey of 1,200 online users from across Romania.
About Beko Romania
Beko Romania, the local market leader in home appliances, includes in its portfolio the consumer brands Arctic, Beko, Indesit, Hotpoint, Whirlpool, and Grundig, and is part of the Beko Europe group. With investments exceeding €391 million in its Romanian production facilities since 2002, Beko Romania has significantly expanded its production capacity and placed sustainability at the core of its business model. The company currently exports 84% of its total production to over 80 countries.
In Romania, Beko manages two major home appliance manufacturing plants in mainland Europe: the Găești site, which has thus far manufactured more than 45 million cooling appliances, and the Ulmi laundry equipment factory—the first Industry 4.0 establishment in the country—equipped with state-of-the-art technology including robotics, AI, machine learning, and automated processes. The Ulmi facility stands out for its exceptional environmental practices; hence, it was recognized by the World Economic Forum (WEF) as among the most eco-friendly production hubs globally, achieving the prestigious Sustainability Lighthouse designation—a rare accolade across European industries.
In 2023, the firm earned the prestigious Best Places to Work global certification, acknowledging its status among the leading employers in Romania. www.compania.beko.ro
*This is a press release.
