Recently elevated ASKO Sales Director, Rob Butchatsky has outlined his vision for the future of the business and the brand’s positioning in the market. 

In an exclusive interview with Appliance Retailer, Butchatsky said he wants to ensure that the ASKO brand continues to be positioned at the premium end of the major appliance category. 

“We want to be the most innovative and premium brand in the market and in my new role I am committed to achieving this,” he said. 

“It is not just about having the best products, it is the way we conduct ourselves with our partners including our professionalism as a business right through the sales, delivery and after sales support processes. 

“We have added headcount to deliver and execute this professionalism including a new marketing manager that will be crucial to the implementation of our strategy.” 

Butchatsky said he was also looking forward to working with former Electrolux employee, Aaron Woolley who will be joining ASKO in Butchatsky’s former role as National Sales Manager – Retail. 

“It is very exciting to have someone of Aaron’s experience and calibre joining our business and I am looking forward to the impact I am sure he will have both internally and with our retail partners. Aaron’s appointment is very important for our business moving forward. His skill set and background are the perfect fit for the role and our business more broadly.” 

Butchatsky is preparing his team to visit the IFA trade fair in Berlin later this year and will be showcasing an exciting pipeline of new ASKO products including the recently introduced DW60 range of dishwashers (pictured above) launched at EuroCucina in Milan last year. 

“We have just commenced the rollout of the DW60 range of dishwashers and this has been very well received by our retail partners. The range features innovative and unique technologies such as auto-dosing, adjustable power zones and UV cleansing and will further enhance what is a very successful category for ASKO as a premium brand in this market. 

“Despite difficult market conditions, we are continuing to grow in several categories across many months of the year so far which has been pleasing. Our second half will be supported by a strong commitment to promotions and brand development. We believe it is important that the identity of ASKO brand is firmly established as premium and innovative as we continue to our path of profitable growth with our retail partners.”