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:
o Side-by-side refrigerators that rival the best in the world
o Best in class chest freezers on the continent
o Market-leading solar-powered appliances
o 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.