By James Wells

MELBOURNE: Asko Appliances has reported strong double digit percentage growth for the 2007 calendar year after better than expected sales of dishwashers and a good contribution from the Morphy Richards brand of small appliances.

“In 2007, Asko had its biggest sales year with double digit percentage growth — which importantly is profitable growth,” Asko Appliances Australia managing director, Richard Sim told

“The highlight for Asko has been the increased market share in dishwashers which has been organic growth from our existing distribution strategy across the board.”

Another contributor to the company’s bottom line has been the Morphy Richards brand of small appliances sourced from Glen Dimplex in Ireland.

“Morphy Richards has experienced very large growth and this is expected to continue in 2008. Offering good profit from retailers, Morphy Richards has delivered tremendous sell through from our restricted retail distribution strategy,” Sim said.

This year Asko will also introduce a new concept in laundry products.

“The highlight of 2008 will be the new Laundry Care program – which can provide consumers with a laundry as beautiful as a kitchen,” Sim said.

“The laundry is a boring room in most people’s houses – and in many cases it acts as a dumping ground. Asko believes the category deserves ‘an age of change’. Finally, a laundry can be as good looking and beautiful as the most elegant kitchen.

“The added twist is that is that everything can be integrated into a one-stop solution with storage solutions, pull-out shelving, ironing solutions as well as being design savvy, but it is also offering two key design traits — form and function.

“We have always been at the forefront of environmental issues — the first to save water, first to offer full laundry solutions which will add value to their homes. Our products are Scandinavian designed and built — with all its environmental credentials including the ability to recycle 96 per cent of our products recycle as well as ISO 14001 accreditation.”

Using a ‘minimalist’ principle, Asko is seeking to reduce clutter and maximise practical use of space.

“At Asko, we have developed laundry solutions that not only offer form and function, but also adhere to our core values of caring for the environment, giving users durability and functionality and of course meeting their needs.”