INTEGRATED APPLIANCES Jessica Rhodes
ASKO
Matt Broughton spoke with Jessica Rhodes, Product & Marketing Manager at ASKO, to find out how kbb treated the company, and what products we can look forward to in 2024.
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024 marked the first year for ASKO attending the KBB show…”and we thoroughly enjoyed the experience” says Jessica. “We are still relatively new to the UK market, so the show was a great opportunity to showcase our premium products to new and existing partners in person. It was great to see such a fantastic reception at the show, with a genuine desire from prospective partners to learn more about our products and goals for the future.”
“We were also over the moon to be a Sustainability Partner at the kbbreview Retail and Design Awards 2024. Our commitment to environmental sustainability is deeply ingrained in our brand’s values, reflecting the importance of nature in Scandinavian life and culture. All our products are built to last 20 years and made with high-quality stainless-steel parts whether possible, making them a trusted long-term and reliable investment for consumers.”
Jessica sites the sheer volume of visitors that attended the show as a key standout for her, as well as being able to introduce the ASKO brand to new and existing customers and retailers, whilst
being amongst so many other premium brands. ASKO’s Q1 performance has been strong: “We have engaged with lots of existing and new customers, and we’re looking forward to developing and building these relationships further throughout the year.
“We’ve been busy attending numerous trade show events including the kbb show in March, the EuroCucina Design Fair and Euronics Showcase in April. It’s a really exciting time for the brand as we continue to build brand awareness and showcase our premium kitchen and laundry appliances to the UK market.”
The launch of ASKO’s new Pearl Grey Elements range of built-in appliances is just around the corner, taking inspiration from the volcanic rocks and majestic fjords of Scandinavia: “We have introduced a new colour to our built-in appliances, Pearl Grey Elements. The new colour favours warm, grey earthy tones that elegantly integrate with contemporary kitchen styles and combine beautifully with a wide range of materials such as wood, granite, marble and ceramics. Pearl Grey has an understated elegance that strikes the perfect balance between blending in and standing out.”
The Pearl Grey Elements range consists of ovens, hobs, cooker hoods, coffee machines and warming and vacuum drawers. ASKO’s appliances from the new Elements range feature a full colour high definition TFT display, providing the best possible overview of the available functions and modes.
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Our commitment to environmental sustainability is deeply ingrained in our brand’s values, reflecting the importance of nature in Scandinavian life and culture
Scandinavian design emphasises clean lines, simple forms and a minimalist approach. This aesthetic translates well into a kitchen space, creating a sleek and uncluttered look that appeals to many people. Jessica adds, “the classic design is timeless, so our appliances have enduring appeal, allowing them to integrate seamlessly into a variety of kitchen styles and decors, whether modern or more traditional.
“As a brand, we pride ourselves on utilising high-quality materials such as stainless steel which not only enhances the aesthetic appeal of the appliances but ensures longevity and durability, making them a worthy investment for consumers.”
I ask Jessica to tell me about the intriguing ‘metallic sprinkle’: “The soft-grey painted glass in ASKO Elements ovens features a subtle metallic sprinkle, which gives the glass a rich, layered effect. The metallic sprinkle is designed to react differently to different types of light. Soft ambient lighting creates a warm neutral glow, while spotlights really bring out the sparkle, which in turn recalls the unique Scandinavian geology and that special mineral shine.”
ASKO has recently welcomed Michelin starred chef Tom Aikens to the ASKO Chef Ambassador project for 2024. “Tom is our Global Chef Ambassador for the year, and we’ll be working closely together to showcase the versatility and performance of our kitchen appliances at events throughout the year with confirmed appearances so far at EuroCucina in Milan (16-21 April) and IFA Berlin (6-10).”
44 BKU MAY 2024
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