Haceb is a Colombian company specializing in the manufacturing and marketing of household appliances. Headquartered in Copacabana, in the northern part of Medellín, the company distributes its products under the Haceb and Icasa brands through authorized dealers across Colombia and in international markets, including the United States, Mexico, Venezuela, Ecuador, Peru, and Costa Rica.
For more than 82 years, Haceb has offered a wide range of home appliances—including cooking, refrigeration, laundry, water heating, and air conditioning solutions—to Colombian households and customers in over 20 countries. The company’s growth is driven by a strong focus on innovation, customer experience, cultural transformation, and efficient operational management.
How Haceb was founded and its history in Colombia
Haceb, one of Colombia’s most iconic home appliance brands, was founded in 1940 by visionary entrepreneur José María Acevedo Alzate. At just 21 years old, Acevedo purchased a small electrical repair workshop in downtown Medellin—near the Municipal Palace—for 90 pesos. This modest beginning marked the start of a company that would grow into a national and international leader in appliance manufacturing.
One of the key milestones in Haceb’s history came in 1953, when the company established branch offices in Cali, Bogotá, and Colombia’s Coffee Region (Eje Cafetero). This strategic move aimed to strengthen its presence in these key areas of the country. From that point on, Haceb began consolidating its operations and gradually shifted toward a more commercially driven approach—expanding its product portfolio and reinforcing its position in the national market.
During World War II, import restrictions due to material shortages gave Haceb the opportunity to begin producing its own appliances. The company initially focused on manufacturing stoves and, in 1967, introduced its first refrigerator—reverse-engineering American models to create the first refrigerator made in Colombia.
Over the decades, Haceb expanded its product line to include washing machines, water heaters, air conditioners, and more, becoming a market leader in Colombia. Its ongoing commitment to innovation and quality has allowed it to compete with multinational brands and remain relevant in a constantly evolving industry.
Another major milestone in Haceb’s growth came in 2006, when the company significantly strengthened its position in international markets. That year, Haceb signed contracts with major multinational corporations in the home appliance sector—agreements that pushed the company to align its operations with global standards.
As part of its international expansion strategy, Haceb also established subsidiaries in Venezuela and Mexico, marking a new chapter in its regional growth and global competitiveness.
Haceb Today: Production and Export Reach
The company continues to invest in innovation, energy efficiency, and sustainable manufacturing practices. It employs thousands of workers, with a strong focus on local talent and workforce development.
Haceb currently exports to over 20 countries, with its strongest export markets including the United States, Mexico, Costa Rica, Ecuador, Peru, Panama, Guatemala, and Venezuela—despite the latter’s economic challenges.
To support market penetration, Haceb has established distribution channels and strategic alliances in these regions. In some cases, it has created local subsidiaries—such as Haceb Mexico and Haceb Venezuela—to strengthen its presence.
Haceb continues to position itself as a competitive Latin American brand by expanding its international footprint, enhancing digital channels, and developing smart, connected appliances in line with global trends in technology and sustainability.
It is worth highlighting that the company employs more than 3,700 people in Colombia and has made significant investments that have contributed to the country’s economic development.
The visionary behind Haceb
Perhaps the most inspiring part of Haceb’s story is the man behind its success: José María Acevedo—a prominent figure in Colombia’s business history.
Through his vision and determination, Acevedo helped transform the country’s home appliance industry. What began as a small electrical workshop eventually became Haceb—the foundation of a lasting legacy built on innovation and quality.
José María Acevedo has left an indelible mark on Colombian industry. At 105 years old, he is still recognized as one of the most respected figures in the industrial landscape of Antioquia. Despite his age, Acevedo continues to visit his company regularly, making rounds at the production plants and chatting with employees—a gesture that speaks volumes about his unwavering commitment to his team’s well-being.
From the beginning, Acevedo has embodied perseverance and been a champion of innovation, quality, and service. His philosophy—that by taking care of people, great things can be achieved—has been the driving force behind his lifelong success.
It’s a philosophy that deserves wider adoption. One can only hope that more Colombian companies will follow Haceb’s lead and invest in the talent and potential of their people. In this respect, Haceb has set a powerful example—one that continues to inspire.
It is also important to highlight that Acevedo has been honored with the National Order of Merit in the rank of Grand Cross, in recognition of his dedication to innovation, quality, and service, as well as his commitment to the well-being of his employees and the broader community. His legacy continues to inspire generations of entrepreneurs and stands as a testament to the impact of visionary leadership in building enduring enterprises.
Today, Haceb is not only found in the homes of millions of Colombian families—it holds a place in their hearts as well. The company’s legacy lives on in every appliance it produces.