One of Europe’s largest appliance makers has announced its entrance to the Australian market, bringing with it a host of new whitegoods from a brand with over 50 years of history.

This week, Beko will begin to send home appliances to retail shelves for the holiday season, ahead of a full rollout of products in March 2012. Beko is expected to provide strong competition to the regular names, with a range of refrigerators, washing machines, dishwashers, washers, dryers, and a selection of gas and electric cookers.

“The mark of Beko is quality, both in build and design,” said Mike Goadby, Beko Australia’s Managing Director. “Beko offers a technological edge, with something unique within every product category, such as smarter cooling or water efficiency. Design is also a primary focus for Beko and we are confident Australian customers will find our combination of contemporary styling, outstanding features and excellent value, very attractive.”

Overseas, Beko has quite a reputation associated with it, the manufacturer counted as the 3rd largest home appliance brand in Europe.

The company hopes to attract new buyers with interesting technologies, including the Active Fresh Blue Light used in fridges to keep the vitamins in fruit and veggies, and a Pyrolytic self-cleaning system that heats an oven up to 500 degrees Celsius and turns all of the grime into ash ready for you to wipe it off with a cloth.

Beko has a stainless steel refrigerator with a mini-bar lid.