June 2022
ertonline.co.uk
15 ASKO’s Wine Climate Cabinet
There are real talking points around these products; for example, in mainland Europe you see more freestanding laundry room products and we’re trying to bring that idea in here. ASKO’s drying cabinets are quite unique in the UK; they have been designed and perfectly engineered from the inside out. We package these with our washing machines and dryers to offer a truly functional concept for people.
Then moving into the kitchen we have a got
full range of ovens, hoods and hobs, as well as professional standard wok burners, and some with built-in extraction. So it’s the whole cooking experience. And our refrigeration offering can also mix and match with a combination of wine coolers – and we have some very high-end coolers that we are particularly proud of. In fact, our Wine Climate Cabinet won an IF Design Award last year. It is a really great size and it offers three cooling zones; we consider it to be probably the best wine cabinet on the market at the moment!
Q: How will you establish your position in the market and stand out from other high- end brands? SW: A unique part of ASKO’s proposition is definitely the Scandinavian heritage; it goes back to the roots of the company and we’ve still got a design centre and a factory in Sweden. Our values are all about design, quality and sustainability and our laundry range, for instance, doesn’t follow all the trends of the moment – it is unashamedly minimalistic, both in terms of looks and usage.
Q: Why is it important then for ASKO products to make this statement; why is design so important to the brand? SW: It can be a bit of a cliché but the kitchen is seen as the hub of the home, and c with crisp, clean designs – that’s our point of difference. You don’t have to be showy in terms of what you’re presenting, but just have a quiet confidence in the way that you’re doing it. And I think it’s important for a brand to demonstrate a certain self-confidence in itself.
Whether it’s your favourite car or your favourite Hi-Fi system, high-end products have all got their own design cues that enthusiasts recognise instantly – which just adds to their appreciation of what they already know is a good product.
So as we move forward we want to take our consumers on the journey with us. People who are advocates of ASKO products need to be on the same level as people who are new to the brand – they need to get that same feeling when they invest in our appliances. It’s very subtle but it’s so important. And that’s why it’s such an exciting time for us; at the top end of the industry you have that ability to develop and nurture a product and test the boundaries of design.
Q: What sort of customer do you imagine would purchase ASKO appliances, and how important is your brand message to target customers? SW: We are not just targeting specific consumers with our collections; everything that points to
ASKO is an appreciation of quality. The wine coolers would appeal to people with a certain appreciation of wine, whether it’s complementing a meal or impressing their guests, while the laundry range with the drying cabinets is all about looking after your clothes; why over-wash them when you can simply refresh them in the drying cabinet? When it comes to cooking, we’ve got sous vide features, which lock in the nutrients of the food, so it’s all about taking good food and making the best possible creations.
Our customers like to have these features at their disposal, and it goes back to our heritage. It’s a lifestyle statement that people want to put out there, so we would like ASKO to be seen as a brand that people aspire to have in their homes.
>>
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40
