Modern Romanian Icon with a Sustainable Soul
Arctic, the home appliance brand boasting the most competitive pricing on the Romanian market as per a recent ICERTIAS poll.
Step into the realm of Arctic, a homegrown brand steeped in 50 years of Romanian heritage, reaffirming its standing as a relatable and trustworthy choice for local families. In an international study led by ICERTIAS, Switzerland, Romanians have acclaimed Arctic as the epitome of economical value on the local home appliance market.
Ingenuity Rooted in Reality
Arctic is a brand that cultivates a symbiotic relationship with the everyday lives of Romanians, providing solutions that harmoniously blend efficiency and practicality to cater to the current needs of modern households. With resources, people, and the planet at heart, Arctic champions the democratization of technology and innovation where it truly matters—in daily life. From elegantly designed built-in appliances that breathe life into modern kitchens, ovens that revolutionize cooking, to energy-efficient refrigerators and washing machines, Arctic stays grounded in reality, embracing applied sustainability. With an ethos that caters to burgeoning generations and a unique blend of longevity and practicality, Arctic's products function as companions designed to nurture a balanced lifestyle and sustain responsible choices.
Hailing as the indisputable king of value for money, Arctic clinched the Best Buy Award 2024/2025—an accolade bestowed upon it by ICERTIAS—resting on the findings of an independent study featuring 1,200 respondents. Simultaneously, according to the BrandRo study organized by Biz and conducted by Unlock Market Research, Arctic found its place among the most cherished Romanian brands and surfed the crest of the sustainable home appliances wave.
As Gabriel Eremia, Marketing & Product Management Director at Beko Romania, Greece, Moldova, Malta, and Cyprus, shared, "I strongly believe that the purpose of a brand is to stay connected to the pulse of real life and to what truly matters to people. Over the years, we've learned that trust is forged through simple things, like sincerity, care, and consistency. Arctic is a brand that takes its responsibilities seriously, crafting meaningful products, infused with empathy and respect for resources and for the people who trust us."
Homegrown Marvels, High-Tech and Green
A fixture in Romania since the 60s, Arctic is now part of the elite Top 5 most beloved Romanian brands and reigns supreme in the sustainable brand category, according to the BrandRO study conducted by Unlock Market Research (an independent research company) and published by Biz magazine for 2024-2025. The factory in Gaști, home to Arctic's genesis, is now one of Europe's largest home appliance manufacturing facilities. After being embraced by Beko in 2002, strategic investments led to exponential advancements in production capabilities. In April 2025, the factory eclipsed the milestone of 45 million refrigerators produced since its inception.
Arctic's transformation into an embodiment of sustainability echoes Beko Romania's strategic vision, spearheading two of Europe's most advanced production units, Gaști and Ulmi. Gaști remains a testament to tradition meeting performance, while Ulmi, a shining beacon of Industry 4.0, boasts cutting-edge technology, digitalization, and environmental stewardship. Most notably, the Ulmi factory has been heralded by the World Economic Forum as a Sustainability Lighthouse, an accolade reserved for the world's greenest production centers.
"Sustainability drives every decision we make—from investments and product development to operational strategies. The role of a market leader is not merely to meet present expectations but also to anticipate future needs. Our vision for the future revolves around efficiency, clean tech, and a lasting positive impact," declared Marius Mihailescu, Country Director at Beko Romania, Greece, Moldova, Malta, and Cyprus.
With Beko Romania's unwavering support, Arctic evolves within this solid foundation, continually offering accessible, efficient, and environmentally friendly home appliances tailored to the needs of Romanian consumers.
Green Living with a Touch of Style
Through Arctic, Beko Romania's dedication to realizing its global sustainability objectives deepens. This connection is apparent in the new Arctic product line, which launched in 2024, brimming with performance, resource efficiency, and features designed to cater to the demands of contemporary households. For instance, the new refrigerators, equipped with Full No Frost technology, prevent frost buildup, while the flawless AeroCooking system ensures even heat distribution in built-in electric ovens. SaveInAll, an integrated conservation approach, also helps minimize water and energy consumption in washing machines.
Eremia further added, "Consumers yearn for equilibrium and solutions that streamline their lives. For us at Arctic, this goes beyond technology—it means closeness, understanding, and genuine engagement. We're devoted to promoting an eco-conscious lifestyle through education, campaigns that inspire deliberate choices, resource conservation, trust, and genuine concern for what truly matters. From campaigns like 'Forgotten,' aiming to drive attention to forgotten clothes found in wardrobes, to our cooking demonstrations highlighting timeless recipes and local ingredients, we engage in an open dialogue with people, at their pace. We accept the responsibility to be authentic, present, useful, and pertinent in every moment when consumers make conscientious choices for themselves and their loved ones."
By prioritizing responsible production, offering sustainable products, and fostering community ties through educational campaigns, Beko Romania continues to honors its commitment to Romanian consumers by providing efficient, durable appliances that promote a more eco-friendly lifestyle.
* The Best Buy Award - GENERAL 1 - Romania 2024/2025 certification was granted to the Arctic brand by ICERTIAS - International Certification Association GmbH, Zurich, Switzerland, following an independent study conducted in April 2024 with a representative sample of 1,200 internet users in Romania.
About Beko Romania
Beko Romania, the dominant force in the Romanian home appliance industry, boasts an extensive portfolio including the consumer brands Arctic, Beko, Indesit, Hotpoint, Whirlpool, and Grundig, and is a part of the Beko Europe group. Since 2002, Beko Romania has invested over €391 million in its Romanian production facilities, significantly expanding its production capacity and incorporating sustainability into its core business model. The company exports a staggering 84% of its total production to more than 80 countries.
Beko Romania operates two of the largest home appliance factories in continental Europe: Gaști, where the factory has produced over 45 million refrigeration units to date, and the eco-friendly Ulmi washing machine factory, the first Industry 4.0 facility in Romania, replete with advanced technologies in robotics, artificial intelligence, machine learning, and process automation. Due to its exceptional sustainability performance, the Ulmi factory was granted the Sustainability Lighthouse status by the World Economic Forum, one of the few such accolades in Europe.
The company was awarded the Best Places to Work 2023 international certification, being recognized as one of the top employers in Romania. www.compania.beko.ro
*This is a press release.
- Arctic, being a brand rooted in reality, harmoniously blends finance (efficiency and practicality) with lifestyle (catering to modern households) and technology (democratization of technology and innovation) to promote a sustainable lifestyle.
- Arctic, a brand cherished by Romanians, continues to innovate with its product line, incorporating energy-efficient and technologically advanced features (such as Full No Frost technology and AeroCooking system) while maintaining a focus on sustainability (minimizing water and energy consumption with SaveInAll) and promoting eco-friendly living.
