Since its inception in October 2022, Beaken Fiji has rapidly gained recognition, not only as a retail brand but as a lifeline for many Fijian households striving to access essential home goods. Behind Beaken’s success is Fred Smith, a visionary entrepreneur with deep roots in Fiji, who has dedicated himself to creating a company that resonates with family values and community needs.
The journey back to Fiji for Smith began over three decades ago when he first left the islands. Yet, Fiji’s charm and the unyielding bond with his homeland pulled him back in 2022, and it was here, at the heart of his beloved country, that he decided to build something meaningful. “Since leaving in 1990, I’ve always felt a pull back to the land. This was always home for me, and it’s good to continue building my family where their roots lay,” he reflects.
Fred’s company, Beaken, derived its unique name from the first three letters of his two sons’ names, Beauden and Kennedy. It’s a brand that, from its very inception, was family-inspired and built on the ideals of community and accessibility. Beaken’s mission is clear: to bridge the gap between essential home products and affordability. “One of the reasons I started Beaken is because I saw how out of reach it was for some of the people of Fiji to obtain what are bare necessities in the western world,” Smith explains. Basic kitchen appliances, for instance, can be prohibitively expensive for many families in Fiji, making these essential items inaccessible to the people who need them most.
At Beaken’s core lies a desire to democratize quality home goods, bringing them within reach of everyday Fijians. The mission has clearly resonated, as the company now supports 19 employees, each dedicated to furthering this vision. These employees, much like Smith himself, are the backbone of Beaken, serving as a bridge between the company’s goals and the community it serves. They’re passionate about making a difference, ensuring that Beaken remains a place where affordability meets quality.
Looking ahead, Fred envisions a Beaken store in every major town across Fiji. With plans to expand the range of products available and make Beaken accessible to all communities, he’s focused on establishing a foundation that not only supports his family but also provides a brighter future for countless other families. “The future plan for Beaken is to spread across Fiji, opening stores in all main towns and being accessible to all communities,” he shares.
Fred’s personal journey, his love for family, and his unwavering commitment to Fiji shine through Beaken’s story. As Beaken Fiji continues to grow, Fred Smith is not only building a business but also nurturing a legacy—a beacon of opportunity, unity, and hope for Fijians across the nation. With its steady growth and focus on community impact, Beaken is poised to become a household name that resonates with Fijian values and stands as a testament to the power of family, faith, and a dream rooted in love for one’s homeland.
Beaken Locations: Lees Bakery Complex, Ratu Dovi Road, Laucala Beach, Suva & Warehouse 8 WHL Business Park (opposite International School Nadi), Nadi Back Rd, Nadi.
Facebook Page: Beaken Fiji
