AENO: from smart appliances to a global consumer brand
In December 2021, ASBIS launched AENO as a new own brand of smart home appliances. The starting idea was straightforward: bring smart technology into everyday household products and make it more accessible.
“Innovation is in our DNA. We are a company that constantly introduces new innovative products. Having seen the growing demand for devices that facilitate our everyday life and improve its convenience, we decided to strengthen our brand portfolio with a new brand of smart home appliances – AENO.“
— Serhei Kostevitch, CEO of ASBISc Enterprises Plc. · AENO launch, December 2021
The first AENO range already covered a wide part of the home: air purifiers, robot and stick vacuum cleaners, steam mops, garment steamers, kettles, grills, blenders, ovens, Sous-Vide appliances, vacuum sealers, sonic toothbrushes and irrigators. Ease of use, functionality, modern design and accessible smart features were part of the proposition from the beginning.
From idea to the brand
When AENO was launched, ASBIS already had a clear plan for taking the brand to market. The Group intended to build on its established distribution business, market knowledge and existing commercial channels.
“We have many years of experience in IT distribution and an extremely strong position in our markets, which is why we will use channels that we already know very well to sell AENO products. This is one of the success factors that we have under our control.“
— Serhei Kostevitch, CEO of ASBISc Enterprises Plc. · AENO launch, December 2021
Timeline
2021
- AENO founded by Serhei Kostevitch, President and CEO of ASBIS Group, built on sustainability-led principles.
2022
- Portfolio covers air treatment, cleaning, cooking and oral care.
- Heating launches as a new category with the Premium Eco Smart Heater, infrared and convection heating, produced in Poland.
2023
- Premium Eco Smart Heater wins a Red Dot Product Design Award – the first international recognition of the brand’s design.
- AENO grows across Europe and enters the South Caucasus.
2024
- Beauty launches as a new category with AENO’s first hair dryers, rethinking a product that had barely changed in decades.
- GastroLab launches a smart kitchen robot replacing 20+ separate appliances.
- AENO reaches major European retail chains, including MediaMarkt, Alza and Euronics.
2025
- Premium Eco Smart Space Heater with REAL FIRE effect becomes a Red Dot winner.
- AI Pro Dryer becomes the most advanced product in AENO’s Beauty tech range.
2026
- AENO launches its first direct-to-consumer channel in Romania, online and offline.
- Heating, beauty tech and dental care become the categories AENO invests behind.
- AENO is present in 35 countries across Europe, Central Asia and the South Caucasus,
the Middle East and Africa.
Hero products
Premium Eco Smart Space Heater
with REAL FIRE effect
Red Dot winner. Up to 2000W convection heating with a REAL FIRE flame effect made with water: running 100+ hours, 12 colors of FIRE flame, working as a humidifier, safe to touch. Made in Poland.
Sonic toothbrushes and dental irrigator
A complete oral care set for the whole family: sweeping technology for adults, gamified learning for children, and an irrigator for what a brush cannot reach.
AI Pro Dryer
The hair dryer barely changed in decades.
AENO rebuilt it around three patented technologies: automatic temperature control, auto start-stop,
and InfraCare – so the airflow does the work rather than the heat.
GastroLab
One device in place of twenty: step-by-step recipes built in, precision scales on board, and new recipes over Wi-Fi.
What next?
“Our partners built AENO’s reach – 35 markets, and that is where the brand will keep growing. What direct channels add is proximity: a faster read on how people respond, and the ability to act on it within a season rather than after it. That is what focus looks like for us now building depth in the categories where we are strongest, and making heating and beauty tech the ones AENO is known for.”
— Dmitriy Zailo, General Manager of AENO
