To unveil new laundry and dishwasher products.

Asko hosted 24 of the most influential Australian buyers, retailers and management within a group of 230 international retailers, distributors and guests at a lavish gala event in Stockholm on Thursday evening.

The event held at Stockholm City Hall’s Golden Hall is the same location where the Nobel Prize is awarded each year on 10 December and has been organised in conjunction with the unveiling of a new global range of the brand’s signature laundry and dishwashing products.

The Australian contingent was the largest group of any country represented at the global dinner which is the biggest single event ever staged by Asko in its history. Among the retailers flown to Stockholm were representatives from Betta Home Living, Bing Lee, E&S Trading, Harvey Norman, Spartan Electrical, The Good Guys and Winning Appliances, as well as Kitchen Things from New Zealand.

Addressing the guests at the event was Gorenje Group President and CEO, Franjo Bobinac, who reinforced the crucial relationship between the company and its retailers in a face to face environment and the importance of people within the appliance industry.

“I would like to thank all of you for coming from many countries around the world to see Asko products, but not only the products, but also to see the people because even though we live in the digital world in our business it is still all about people. We need to meet and we need to talk to maintain our trust and confidence.

“Asko is not just product, it has a story. Asko product has a soul and it is a lifestyle. The Gorenje group is capable of manufacturing and producing these products, but without your help dear business partners we can never bring these products to the end consumer. It is because of you that our Asko products are in the homes around the world.”

The dinner featured several entertainers including former Ace of Base lead singer – Jenny Berggren, the compare of the Eurovision song contest – Måns Zelmerlöw as well as American singer and songwriter – Anastacia.