About Defy
Defy is a Consumer company based in Durban (South Africa) founded in 1905, and was acquired by Arcelik Global in July 2011. It operates as a household appliances are manufactured and sold by Defy. It operates on a Direct-to-Consumer (D2C) model. Its chief executive is Hakan Kozan. Its website defy.co.za draws about 157 thousand monthly visits. Defy offers products and services including Refrigeration Appliances, Cooking Appliances, Washing Machines, and Air Conditioners. Its focus areas include Consumer Goods, Household Appliances and Kitchen and Laundry Appliances.
Company details
A range of household appliances is offered by Defy, focusing on kitchen, laundry, and air care solutions. Products including refrigerators, cooking appliances, washing machines, and air conditioners are designed for performance and reliability. The company operates within the consumer goods sector, emphasizing innovation and sustainability. As a subsidiary of Beko, global operations are supported across multiple countries, enhancing market reach and product development.
- Headquarters Durban, South Africa
- Stage Acquired
- SectorsConsumer
- Website category Home and Garden
- Phone•••• ••••
- Website defy.co.za
- Social LinkedIn X Facebook Instagram YouTube
- Acquired by Arcelik Global (Jul 2011)
- InvestorsEthos Private Equity
& 1 more
- Acquired by
Products & Services of Defy
Defy offers a comprehensive portfolio of products and services, including Refrigeration Appliances, Cooking Appliances, Washing Machines, and Air Conditioners.
Innovative refrigeration solutions are provided for home use.
Advanced cooking appliances are offered for culinary needs.
Efficient washing machines are designed for fabric care.
Powerful air conditioners are built for home comfort.
Apps and channels of Defy
its YouTube channel DEFY South Africa has 23.4K subscribers and 30 videos.
Videos from Defy
The most watched videos on Defy's YouTube channel, DEFY South Africa (23.4K subscribers). Click a video to play it here.
More on DEFY South Africa.
Investors in Defy
Defy has secured backing from 2 investors, including venture fund investors. Prominent investors backing the company include Ethos Private Equity and Arcelik Global.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
PE firm investing in South Africa | 1984 | ethos.co.za | Johannesburg, South Africa | |
Technology-enabled sustainability solutions are provided for home appliances and hardware. | 1955 | arcelikglobal.com | Istanbul, Turkey |
Investor details for Defy
The complete investor list, round-by-round participation and investor portfolios require an active premium plan.
- Complete investor list
- Round participation
- Investor portfolios
- Co-investor network
Verified entity values are shown only after access is granted.
People of Defy
36 people are tracked at Defy (11 in leadership, 25 in team).
| Name | Role | Group |
|---|---|---|
Hakan Kozan | CEO | Leadership |
Avi Kowlassur | Head - Strategic Independents & SACU Countries | Leadership |
Mustafa Soylu | Chief Executive Officer | Leadership |
Judelle N. | Accounting And Tax Manager : Head Office | Leadership |
Sashin Gobind | Head: Credit Control | Leadership |
Mahomed L. | Head Of Finance & Treasury | Leadership |
Erdinc Ayan | Director - Finance & Accounting | Leadership |
Mlindi Mthethwa | Head Of Human Resources | Leadership |
Natalina Singh | Head Of Human Resources (services) | Leadership |
Cherisse Erwee | Director - Independents And B2b Developments | Leadership |
Ian Delport | Director Of Human Resources And Industrial Relations | Leadership |
Priyanka Pillay | Accounts Playable Controller | Team |
Candice Nair | Accountant | Team |
Ameeta Maharaj (Dukhea) | Administration Controller | Team |
Nelisiwe Sosibo | Associate - Financial Accounting | Team |
Blessing Khuzwayo | Product Manager | Team |
Kimmisha Gowriepersad | Payroll Associate At Defy Appliances | Team |
Vukhile Cele | Human Resources Manager: Defy Appliances (pty) LTD | Team |
Shamritha Chetty | Human Resources | Team |
Saiveer Punwasi | Senior Purchasing Specialist | Team |
16 more people are available in the full profile.
Complete people profiles for Defy
Full employee and board profiles, team structure, tenure and professional contact details require an active premium plan.
- Full employee list
- Team structure
- Board tenure
- Professional contacts
Verified entity values are shown only after access is granted.
Timeline of Defy
3 dated milestones of Defy across 106 years, from founding to its latest funding, stage changes and deals.
- Founded Defy is founded.
- Exit Acquired by Ethos Private Equity.
- Exit Acquired by Arcelik Global.
Web traffic of Defy
The website of Defy (defy.co.za) receives about 157K visits a month and ranks #291,210 among all websites worldwide, #4,454 in Home and Garden.
- Monthly visits157K
▲ 11.5% vs previous month
- Unique visitors80.2K
per month
- Global rank#291,210
among all websites
- Category rank#4,454
Home and Garden · Home and Garden
- Bounce rate30%
- Pages per visit2.1
- Average visit1 min 00 sec
- DevicesDesktop 30% · Mobile 70%
Websites whose visitors overlap most with Defy. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
whirlpool.co.za | whirlpool.co.za | 100% | – | #3,120,487 | – |
ehome.co.za | ehome.co.za | 98% | – | – | – |
hirschs.co.za | hirschs.co.za | 95% | – | #91,532 | – |
| geappliances.com | 88% | 2.8M | #16,643 | View details | |
buyspares.com | buyspares.com | 87% | – | #795,114 | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
All 39 similar websites and full traffic analytics for Defy
The complete similar-websites list, audience overlap and engagement analytics require an active premium plan.
- 39 similar websites
- Audience overlap
- Engagement analytics
- Traffic by brand
Verified entity values are shown only after access is granted.
Top companies in Home & Living Products
10 companies that operate in the same segment as Defy (Home & Living Products), ranked by their profile score on The Company Check.
| Company | Description | Founded | Location | Total funding | Revenue | Employees |
|---|---|---|---|---|---|---|
Provider of interior design and renovation services for homes and offices | 2014 | Bengaluru, Karnataka, India | USD 511.55 M | USD 172.66 M | 4,353 | |
App based platform to connect users with local service professionals | 2008 | San Francisco, California, United States | USD 698.85 M | – | 1,807 | |
Provider of FMCG conglomerate products | 1837 | United States | – | USD 457.23 M | 923 | |
Multi-category products are rented via subscription model. | 2014 | Bengaluru, Karnataka, India | USD 58.71 M | USD 14.82 M | 422 | |
Multi-category home improvement products are sold online by Wayfair. | 2002 | Boston, Massachusetts, United States | USD 368.2 M | USD 12.46 B | 3 | |
AI-enabled smart mattress covers and thermoregulated bedding are provided. | 2014 | New York, New York, United States | USD 323.07 M | – | 272 | |
Multi-category home improvement products are sold through an internet-first brand. | 2010 | London, England, United Kingdom | USD 135.9 M | – | – | |
Developer and manufacturer of heating, ventilation, air conditioning and refrigeration equipment | 1924 | Osaka, Osaka Prefecture, Japan | – | USD 29.47 B | 96,337 | |
Mattresses and bedding are provided by an internet-first brand. | 2014 | New York, New York, United States | USD 339.7 M | USD 497 M | 806 | |
Internet-first brand offering multi-category home furniture | 2012 | Bengaluru, Karnataka, India | USD 108.06 M | USD 26.92 B | 43,024 |
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Frequently Asked Questions about Defy
Defy was founded in 1905.
Defy is headquartered in Durban, South Africa. It is registered at Durban, Kwazulu-natal, South Africa.
Hakan Kozan is the current CEO of Defy.
A range of household appliances is offered by Defy, focusing on kitchen, laundry, and air care solutions. Products including refrigerators, cooking appliances, washing machines, and air conditioners are designed for performance and reliability. The company operates within the consumer goods sector, emphasizing innovation and sustainability. As a subsidiary of Beko, global operations are supported across multiple countries, enhancing market reach and product development.
Defy offers Refrigeration Appliances, Cooking Appliances, Washing Machines, and Air Conditioners.
Defy has 2 investors. Key investors include Ethos Private Equity, and Arcelik Global.
Yes. Defy was acquired by Arcelik Global in July 2011.
The website of Defy receives about 157 thousand visits a month and ranks #291,210 among all websites worldwide.