interview: ASKO T


he new showroom is home to more than 50 products from ASKO’s UK


range, which was launched last year to consumers. Retailers and trade representatives will be


able to access the space to see what the range has to offer, including the brand’s Drying Cabinets, all-new built-in Craft cooking range and the Wine Climate Cabinet, which promises the perfect serve every time. The new 3,000 square feet showroom is


located in the Blythe Bridge area of Stoke-on- Trent, just 10 minutes away from the city centre. Stuart Wilson, ASKO’s national account manager, said the dedicated unit will provide a convenient place for retailers and buyers to come and see the products first-hand, speak to the ASKO sales teams and get a sense of what makes the latest ranges so special. Mr Wilson worked for BSH for 20 years; he


started on the sales desk as a data inputter, and worked up to being a supervisor, and then on- the-road selling the Neff brand. He left BSH to go to a company called


Wilsonart, which manufactures worktops, but it didn’t work out for him. When the Covid- 19 pandemic hit, he was furloughed and eventually made redundant. “I joined Hisense with a particular focus on


built-in products and then ASKO approached me and I could see that it wasn’t just another white appliance brand,” Mr Wilson said. “ASKO promises sleek, minimalist design


paired with ultimate functionality, making our products some of the most premium on the market.” To the uninitiated, ASKO was founded in 1950


in Vara, Sweden. It is a global brand that designs and develops premium kitchen, laundry and professional appliances that are exported and


ASKO opens new UK showroom and wants to work with independents


Scandinavian luxury brand ASKO recently opened its new showroom in Stoke-on-Trent, following a six-figure investment. Stuart Wilson, ASKO’s national account manager, tells Simon King how the brand is looking to work with independent retailers as part of its UK launch


26 | www.ierdaily.co.uk July 2022


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