Premium Scandinavian appliance brand Asko has announced two senior appointments to its UK sales team.

Former head of sales Michael Hardwick has been promoted to business director and Jag Sandhu joins the company as ERT national account manager.

It follows the appointment of Ben Day as key account manager with a focus on kitchen retail.

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As business director, Hardwick will be responsible for leading the brand as it seeks to establish itself as a trusted and credible appliance brand through kitchen showrooms and premium electrical retailers.

In his new role, he will focus on building a dedicated sales and management team, whilst working closely with retailers to support the development of the brand in the UK market.

Commenting on his new position, Michael  Hardwick said: “I’m very excited to have the opportunity to lead the Asko UK team, taking it on at a stage of infancy in the UK market.

“The team and I are extremely enthusiastic to further establish the brand and build a network of brand ambassadors in some fantastic kitchen showrooms and electrical retailers.

“Another area that I’m looking forward to growing, is leading on the development of strategy around mental health & wellbeing for all our staff.

“It’s key that we build a supportive and inclusive environment where the team can develop and thrive and are confident to bring their whole selves to work.”

Jaq Sandhu brings a wealth of experience to his new role of ERT national account manager, having previously been a national account manager for NRS Healthcare, where he managed a range of accounts including Boots, Robert Dyas, Wayfair and Day Lewis.

In his new role, he will be responsible for managing existing accounts in electrical retail, as well as developing new retail partnerships to push Asko’s presence in showrooms across the UK.

He will also support the team in developing the brand through campaign and showroom activities.

Commenting on his move, Jag said: “It’s not every day an opportunity to work for a global brand comes around, especially that of a premium brand like Asko.

“Im absolutely thrilled to be joining the team, and excited to be part of the growth and development of the brand in the UK.

“I can’t wait to get started and work alongside our retail partners, building those strong relationships and producing great results.”

In Michael’s new role as Business Director, he will be responsible for leading the brand as it seeks to establish itself as a trusted and credible appliance brand in a growing network of premium electrical retailers and kitchen showrooms. 

Michael’s role will also focus on building a dedicated sales and management team, whilst working closely with retailers to support the development of the brand in the UK market.

Commenting on his new position, Michael said: “I’m very excited to have the opportunity to lead the ASKO UK team, taking it on at a stage of infancy in the UK market. The team and I are extremely enthusiastic to further establish the brand and build a network of brand ambassadors in some fantastic kitchen showrooms and electrical retailers.

“Another area that I’m looking forward to growing, is leading on the development of strategy around mental health & wellbeing for all our staff. It’s key that we build a supportive and inclusive environment where the team can develop and thrive and are confident to bring their whole selves to work.”