ASKO focusing on ‘exclusive’ Scandinavian-ness to promote new Pro Series major appliance range

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An in situ look at the new ASKO Pro Series.

An in situ look at the new ASKO Pro Series.

ASKO will be focusing on the prestige of Scandinavian design to sell its new Pro Series of built-in ovens, refrigerators, cooktops and rangehoods. Originally a Swedish company and now owned by Slovenian brand Gorenje, ASKO claims to provide the only Scandinavian-designed appliances available in Australia.

In addition to leveraging its Nordic roots, ASKO will be promoting the Pro Series to aspirant home chefs — the avid viewers of shows such as My Kitchen Rules and MasterChef Australia — who yearn for a restaurant cooking experience in their own home.

“The Pro Series range addresses this demand by including appliances with smarter features such as the steam assist ovens, which help keep food restaurant-quality moist,” said marketing director James Vogdanos. “The steam category is only found in high-end brands but, in keeping with the Pro Series’ ‘expect more’ philosophy, we offer a multi-functional combination oven that combines traditional convection with steam.”

“To distinguish ourselves in a market of cluttered, complex and voluptuous designs, we aim for a soft, minimalist approach. No one else focuses on Scandinavian design in the Australian kitchen appliance market to the extent that we do, and the Pro Series offers everything you expect from Scandinavian style and design: simple and minimalist, yet contemporary and full of modern functionality.”

Scandinavian: ASKO Pro Series rangehood and gas cooktop.

Scandinavian: ASKO Pro Series rangehood and gas cooktop.

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