Asko Appliances

Asko Appliances is a Swedish household-appliance brand whose roots date to 1950, when Karl-Erik Andersson established a manufacturing business in Jung, in Vara Municipality, Västergötland, Sweden. Andersson’s first major invention was a washing machine, establishing the technical and product focus that would later define the brand. The company developed from a local Swedish manufacturer into an export-oriented appliance business and is now positioned at the premium end of the international home-appliance market. The company began exporting in 1967. Its product development broadened during the 1960s, including the introduction of a fully automatic front-loading washing machine and a compact dishwasher in 1965. A major technical milestone came in 1984, when the company introduced a front-loading washing-machine design using four shock absorbers rather than suspension springs, together with a door directly connected to the outer drum. The design was intended to improve stability and durability during high-speed spinning and became an important part of the company’s engineering identity. Ownership and corporate identity changed several times. Originally known as Junga Verkstäder, the business was acquired by Asea in 1978 and renamed Asea Cylinda. Following the Asea–Brown Boveri merger, it became associated with ABB Cylinda. Finnish furniture manufacturer Asko acquired the appliance business in 1988, after which the name became Asko ASEA and later, around 1992, simply Asko. The appliance business was acquired by Italy’s Antonio Merloni Group in 2000. In July 2010 it was acquired by the Slovenian Gorenje Group, which subsequently became part of China’s Hisense Group. Hisense acquired a 95 percent majority stake in Gorenje in 2018. Asko’s manufacturing footprint is now centered in Slovenia. Production of washing machines and dryers moved from Sweden to Gorenje’s Velenje facilities in February 2013, and dishwasher production followed in July 2013. Management and development remain in Lidköping, Sweden. The brand uses the Scandinavian-oriented tagline “Inspired by Scandinavia” and continues to emphasize restrained design, material quality, durability, and technical performance. The principal product categories are washing machines, tumble dryers, dishwashers, and kitchen appliances. In North America, the brand has concentrated on imported dishwashers and laundry appliances. In Sweden, Asko is sold alongside the Cylinda brand within the broader historical corporate structure, although Cylinda ownership is associated with Elektroskandia Sverige AB rather than being identical to the current Asko brand. The brand has also experienced market-specific changes: it was removed from many UK store shelves around 2018 and reintroduced in 2021 under the KitchenEx name, while it entered Spain and Portugal in 2021 despite uncertainty about the Asko name in Spanish-speaking markets. In 2024, chef Tom Aikens was announced as a brand ambassador. Asko remains an active premium appliance brand within the Hisense-owned Gorenje portfolio.

Asko Appliances originated in 1950 in Jung, in the Swedish municipality of Vara, where Karl-Erik Andersson established a manufacturing company whose first invention was a washing machine. The business initially operated under the name Junga Verkstäder. Its early development centered on laundry equipment, but it expanded its range during the 1960s. In 1965 it began producing a fully automatic front-loading washing machine and a compact dishwasher. The company started exporting in 1967, marking its transition from a local Swedish manufacturer to an international appliance business. A significant change occurred in 1978, when Asea acquired the company. The business was renamed Asea Cylinda, and later became associated with ABB Cylinda after Asea merged with Brown Boveri to create ABB. The Cylinda name continued to be used in Sweden and developed along a related but distinct corporate path. In 1988, Finnish furniture manufacturer Asko acquired the appliance business. The name initially became Asko ASEA and, around 1992, was shortened to Asko. Product engineering remained central to the brand. In 1984, Asko introduced a front-loading washing-machine architecture that replaced conventional suspension springs with four shock absorbers. The door was directly connected to the outer drum, an unusual domestic front-loader design at the time. European top-loading models also used four shock absorbers and omitted springs. Later generations refined the platform through higher spin speeds, updated controls, revised bearing and drum components, and new wash-management features. The company changed ownership again in 2000, when it was acquired by the Italian Antonio Merloni Group. In July 2010, Asko Appliances was acquired by Slovenia’s Gorenje Group. Gorenje subsequently reorganized the manufacturing footprint: washing-machine and dryer production moved to Velenje, Slovenia, in February 2013, and dishwasher production moved there in July of the same year. Although manufacturing shifted out of Sweden, management and product development remained in Lidköping, preserving the brand’s Swedish base and Scandinavian design identity. Gorenje became part of Hisense after the Chinese appliance manufacturer acquired a 95 percent majority stake in June 2018. Asko therefore became a premium brand within the Hisense-controlled Gorenje group. Its international range includes laundry appliances, dishwashers, and kitchen products, while regional assortments differ. In North America, the brand imports primarily dishwashers and laundry appliances. In Sweden, Asko products are sold alongside Cylinda products, though Cylinda is associated with Elektroskandia Sverige AB. Market development has varied by country. Asko disappeared from many UK store shelves around 2018 and returned in 2021 under the KitchenEx name. The brand was also introduced in Spain and Portugal in 2021, although the similarity between “Asko” and a Spanish word associated with disgust created a potential naming challenge. In 2024, chef Tom Aikens became a brand ambassador. Asko continues to present itself through Scandinavian-inspired design and premium household-appliance engineering, using the tagline “Inspired by Scandinavia.”

1. 2024Tom Aikens became brand ambassador

   Chef Tom Aikens was appointed as an Asko brand ambassador.

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2. 2021UK and Iberian market developments

   The brand returned to the UK under the KitchenEx name and was introduced in Spain and Portugal.

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3. 2018Hisense took majority control of Gorenje

   Hisense acquired a 95 percent majority stake in Gorenje Group.

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4. 2017Classic, Logic, and Style laundry ranges launched

   A new generation of washing machines and tumble dryers introduced updated controls, wash programs, and premium features.

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5. 2013Production moved to Slovenia

   Washing-machine and dryer production moved to Velenje in February, followed by dishwasher production in July.

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6. 2010Acquired by Gorenje Group

   Gorenje Group acquired Asko Appliances.

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7. 2000Acquired by Antonio Merloni Group

   The Italian Antonio Merloni Group acquired Asko Appliances.

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8. 1992Brand name shortened to Asko

   The ASEA element was dropped and the appliance business adopted the shorter Asko name.

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9. 1988Acquired by Finnish Asko

   Finnish furniture manufacturer Asko acquired the appliance business, which became known as Asko ASEA.

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10. 1984Spring-free front-loader design introduced

    A washing-machine design using four shock absorbers and a door connected directly to the outer drum was introduced.

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11. 1978Asea acquisition and renaming

    Asea acquired the company, which became Asea Cylinda.

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12. 1967Exports began

    The business began exporting its appliances outside Sweden.

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13. 1965Automatic washing machines and compact dishwashers introduced

    The company began producing a fully automatic front-loading washing machine and a compact dishwasher.

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14. 1950Company established in Jung, Sweden

    Karl-Erik Andersson established the business that became Asko Appliances in Jung, Västergötland, Sweden.

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Premium Scandinavian-inspired home appliances emphasizing durability, stable operation, functional design, energy-conscious performance, and integrated kitchen and laundry solutions.

• Washing machinesLaundry appliances1950

  Washing machines are the historical core of Asko’s product portfolio. The brand’s engineering identity is associated with stable front-loading designs using four shock absorbers instead of conventional suspension springs, together with high-speed spinning and durable drum construction. Later generations added updated control panels, centrally positioned dials, selectable wash modes, automatic dosing, steam-refresh functions, recirculation systems, and color displays on premium models.

• Tumble dryersLaundry appliances

  Asko tumble dryers form the companion category to its washing machines and are marketed as part of coordinated laundry systems. Later product generations were developed alongside the Classic, Logic, and Style washing-machine ranges, with premium models emphasizing program choice, fabric care, user interface design, and integration into higher-end laundry installations.

• DishwashersKitchen appliances1965

  Dishwashers have been part of the company’s range since the compact dishwasher introduced in 1965. They are sold internationally as a major Asko category, including in North America where the brand’s imported assortment is focused on dishwashers and laundry appliances. Production moved from Sweden to Slovenia in 2013.

• Kitchen appliancesKitchen appliances

  The broader kitchen range includes products such as ovens, hobs, cooktops, and refrigerators. These products extend Asko’s Scandinavian-inspired premium positioning beyond laundry and allow the brand to present coordinated appliance solutions for kitchens and utility rooms.

• 2024Tom Aikens brand ambassadorship

  International

  Asko appointed chef Tom Aikens as a brand ambassador, connecting the appliance brand with professional cooking and premium kitchen culture.

  Outcome. Brand ambassador appointment reported; broader campaign performance is not specified in the reference material.

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• 2021Adjusted market presence in the UK and IberiaStrategy

  The brand had been absent from UK store shelves around 2018 and was considering expansion into Spain and Portugal.

  What changed. Asko returned to the UK under the KitchenEx name and was introduced in Spain and Portugal.

  Aftermath. The UK relaunch used a different retail name, while the Iberian launch faced uncertainty because the Asko name resembles a negative Spanish word.

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• 2017Launched Classic, Logic, and Style laundry generationsGeneration change

  Asko refreshed its washing-machine and tumble-dryer portfolio with differentiated design and feature tiers.

  What changed. The new ranges introduced centrally placed dials, pull-open doors, selectable wash modes, regular detergent drawers, and, on Style models, TFT displays, Pro Wash recirculation, Auto Dose, Steam Refresh, and up to 1,800 rpm spinning.

  Aftermath. The ranges strengthened the distinction between Asko’s equipment tiers and expanded the brand’s premium connected-feature proposition.

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• 2013Transferred appliance manufacturing to SloveniaStrategy

  Following Gorenje’s acquisition of Asko, the group reorganized manufacturing across its facilities.

  What changed. Washing-machine and dryer production moved to Velenje in February, and dishwasher production moved there in July.

  Aftermath. Manufacturing became centered in Slovenia while management and development remained in Lidköping, Sweden.

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• 1984Adopted a four-shock-absorber washing-machine architectureGeneration change

  The company sought to improve stability and durability in domestic front-loading washing machines.

  What changed. It introduced a design without suspension springs, using four shock absorbers and a door directly connected to the outer drum.

  Aftermath. The architecture became a notable part of Asko’s product-engineering identity and was also used in European top-loading models.

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• 2024Tom Aikens appointed Asko brand ambassador

  Chef Tom Aikens became an Asko brand ambassador, supporting the brand’s premium kitchen and appliance positioning.

  Campaign
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• 2021Asko brand reintroduced in selected European markets

  The brand was introduced in Spain and Portugal and returned to the UK market under the KitchenEx name after having been absent from UK store shelves for several years.

  Other
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• 2018Hisense acquired a majority stake in Gorenje

  Hisense acquired a 95 percent majority stake in Gorenje Group, making Asko part of the Hisense-controlled appliance portfolio.

  M&A
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• 2013Asko appliance production transferred from Sweden to Slovenia

  Washing-machine and dryer production moved to Velenje, Slovenia, in February, followed by dishwasher production in July. Management and development remained in Lidköping, Sweden.

  Other
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• 2010Asko Appliances acquired by Gorenje Group

  The Slovenian Gorenje Group acquired Asko Appliances, bringing the Swedish-origin premium appliance brand into Gorenje’s international portfolio.

  M&A
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1. Asko Appliances