Joe Alex 
Defy Celebrates 120 Years of Innovation and Leadership in South Africa
Johannesburg, South Africa – Defy, South Africa’s most loved appliance brand, is proud to mark a major milestone – 120 years of empowering households with cutting-edge technology. Since its humble beginnings in 1905, Defy has become a trusted companion in South African homes, offering innovative, reliable, and locally manufactured appliances that have stood the test of time.
This anniversary not only celebrates the past, but also affirms Defy’s strength, stability, and strategic vision for the future. What began as a producer of cast-iron products in the early 20th century quickly evolved into a homegrown success story. At the start of the 1930s, Defy introduced the country’s first electric stove, for which it won awards at the Rand Easter Show. This marked a turning point in South African domestic innovation and set the brand on a path to becoming a household name.
Over the decades, Defy has continuously expanded its product portfolio to meet the changing needs of South African families. From cooking appliances and dishwashers to washing machines and solar-powered fridge and freezer ranges, Defy reflects both the brand’s deep understanding of the local market and its commitment to building a sustainable future.
Defy manufactures over 2 million products annually, including:
- Side-by-side refrigerators that rival the best in the world
- Best in class chest freezers on the continent
- Market-leading solar-powered appliances
- High-quality cooking appliances
“This milestone symbolises over a century of innovation, resilience, and a steadfast commitment to improving lives through reliable home appliances,” said Mustafa Soylu, CEO of Defy. “As we celebrate 120 years, we remain as strong as ever, thanks to the trust of South African consumers and the ongoing support and investment from our parent company.”
Since joining Beko (called Arçelik at the time) in 2011, Defy has seen substantial investment and growth. With nearly R2.3 billion invested over the past decade, and a further R500 million pledged over the next five years, the company has reaffirmed its role as a major contributor to local economic development and job-creation. Defy proudly operates two manufacturing plants in Jacobs (Durban) and Ezakheni (Ladysmith), driving local production and innovation.
Defy’s strong after-sales and service network further strengthens its leadership position in the domestic appliance market. Its reputation for quality and durability is matched only by its promise to adapt and evolve – leveraging technology to make life easier, more efficient, and more sustainable for every South African household.
This commitment to practical innovation and community impact is also reflected in Defy’s broader social initiatives. In partnership with Taking Care of Business (TCB), Defy has launched a unique Solar Community Project in the Umlazi township. Introduced last year alongside the roll-out of its Solar Off-Grid products, the initiative aims to support and uplift households, small and medium-sized enterprises (SMEs), as well as preschools in the area—bringing sustainable energy solutions directly to communities that need them most.
“As Defy enters its 121st year, we remain rooted in the values that have carried us through generations: innovation, quality, and a deep commitment to the people we serve, with a focus on creating an Art of Living that brings comfort, efficiency, and dignity into every home. Looking ahead, Defy will continue to pioneer forward-thinking solutions and smart technologies, staying true to its mission of being a symbol of trust, resilience, and progress in South Africa.” concluded Mustafa Soylu.
SALM TEAM 
