{"id":11106,"date":"2026-09-29T12:34:44","date_gmt":"2026-09-29T12:34:44","guid":{"rendered":"https:\/\/news.asbis.com\/news\/?p=11106"},"modified":"2026-09-29T12:34:46","modified_gmt":"2026-09-29T12:34:46","slug":"aeno-from-smart-appliances-to-a-global-consumer-brand","status":"publish","type":"post","link":"https:\/\/news.asbis.com\/news\/press\/aeno-from-smart-appliances-to-a-global-consumer-brand\/","title":{"rendered":"AENO: from smart appliances to a global consumer brand\u200b"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">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.\u200b<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>&#8220;<strong>Innovation is in our DNA. We are a company that constantly introduces new<\/strong> <strong>innovative products.<\/strong>\u200b <strong>Having seen the growing demand for devices that facilitate our everyday life<\/strong> <strong>and improve its convenience, we decided to strengthen our brand portfolio<\/strong> <strong>with a new brand of smart home appliances \u2013 AENO.<\/strong>&#8220;<\/em><br>\u200b\u2014 Serhei Kostevitch, CEO of ASBISc Enterprises Plc. \u00b7 AENO launch, December 2021<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.\u200b<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"213\" src=\"https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/Background222-1024x213.png\" alt=\"\" class=\"wp-image-11108\" srcset=\"https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/Background222-1024x213.png 1024w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/Background222-300x62.png 300w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/Background222-764x159.png 764w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/Background222-2048x426.png 2048w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/Background222-1536x320.png 1536w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\"><br><strong>From idea to the brand<\/strong>\u200b<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.\u200b<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;<strong style=\"font-style: italic;\">We have many years of experience in IT distribution and an extremely strong<\/strong><i> <\/i><strong style=\"font-style: italic;\">position in our markets, which is why we will use channels that we already<\/strong><i> <\/i><strong style=\"font-style: italic;\">know very well to sell AENO products.<\/strong><i>\u200b <\/i><strong style=\"font-style: italic;\">This is one of the success factors that we have under our control.<\/strong>&#8220;\u200b<br>\u200b\u2014 Serhei Kostevitch, CEO of ASBISc Enterprises Plc. \u00b7 AENO launch, December 2021<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"589\" data-id=\"11109\" src=\"https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/Heating-portfolio-1024x589.png\" alt=\"\" class=\"wp-image-11109\" srcset=\"https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/Heating-portfolio-1024x589.png 1024w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/Heating-portfolio-300x173.png 300w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/Heating-portfolio-767x441.png 767w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/Heating-portfolio-1536x884.png 1536w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/Heating-portfolio-2048x1178.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\"><br><strong>Timeline<\/strong>\u200b\u200b<\/p>\n\n\n\n<div class=\"wp-block-group is-vertical is-layout-flex wp-container-core-group-is-layout-4fc3f8e1 wp-block-group-is-layout-flex\">\n<h3 class=\"wp-block-heading\">2021<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>AENO founded by Serhei&nbsp;Kostevitch, President and CEO of ASBIS Group, built on sustainability-led principles.\u200b<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-group is-vertical is-layout-flex wp-container-core-group-is-layout-4fc3f8e1 wp-block-group-is-layout-flex\">\n<h3 class=\"wp-block-heading\">2022<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Portfolio covers air treatment, cleaning, cooking and oral care.\u200b<\/li>\n\n\n\n<li>Heating launches as a new category with the Premium Eco Smart Heater, infrared and convection heating, produced in Poland.\u200b<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-group is-vertical is-layout-flex wp-container-core-group-is-layout-4fc3f8e1 wp-block-group-is-layout-flex\">\n<h3 class=\"wp-block-heading\">2023<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Premium Eco Smart Heater wins a Red Dot Product Design Award &#8211; the first international recognition of the brand&#8217;s design.\u200b<\/li>\n\n\n\n<li>AENO grows across Europe and enters the South Caucasus.\u200b<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-group is-vertical is-layout-flex wp-container-core-group-is-layout-4fc3f8e1 wp-block-group-is-layout-flex\">\n<h3 class=\"wp-block-heading\">2024<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Beauty launches as a new category with AENO&#8217;s first hair dryers, rethinking a product that had barely changed in decades.\u200b<\/li>\n\n\n\n<li>GastroLab launches a smart kitchen robot replacing 20+ separate appliances.\u200b<\/li>\n\n\n\n<li>AENO reaches major European retail chains, including MediaMarkt, Alza and Euronics.\u200b<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-group is-vertical is-layout-flex wp-container-core-group-is-layout-4fc3f8e1 wp-block-group-is-layout-flex\">\n<h3 class=\"wp-block-heading\">2025<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Premium Eco Smart Space Heater with REAL FIRE effect becomes a Red Dot winner.\u200b<\/li>\n\n\n\n<li>AI Pro Dryer becomes the most advanced product in AENO&#8217;s Beauty tech range.\u200b<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-group is-vertical is-layout-flex wp-container-core-group-is-layout-4fc3f8e1 wp-block-group-is-layout-flex\">\n<h3 class=\"wp-block-heading\">2026<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>AENO launches its first direct-to-consumer channel in Romania, online and offline.\u200b<\/li>\n\n\n\n<li>Heating, beauty tech and dental care become the categories AENO invests behind.\u200b<\/li>\n\n\n\n<li>AENO is present in 35 countries across Europe, Central Asia and the South Caucasus, <br>the Middle East and Africa.\u200b<\/li>\n<\/ul>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\"><strong>Hero products<\/strong>\u200b<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_fireplace_square-1-1024x1024.png\" alt=\"\" class=\"wp-image-11118\" srcset=\"https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_fireplace_square-1-1024x1024.png 1024w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_fireplace_square-1-150x150.png 150w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_fireplace_square-1-300x300.png 300w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_fireplace_square-1-768x768.png 768w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_fireplace_square-1-1200x1200.png 1200w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_fireplace_square-1-600x600.png 600w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_fireplace_square-1-1536x1536.png 1536w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_fireplace_square-1-730x730.png 730w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_fireplace_square-1.png 1800w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Premium Eco Smart Space Heater <\/strong><br><strong>with<\/strong> <strong>REAL FIRE effect<\/strong><br>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. \u200b<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_toothbrush_square-1024x1024.jpg\" alt=\"\" class=\"wp-image-11123\" srcset=\"https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_toothbrush_square-1024x1024.jpg 1024w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_toothbrush_square-150x150.jpg 150w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_toothbrush_square-300x300.jpg 300w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_toothbrush_square-768x768.jpg 768w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_toothbrush_square-600x600.jpg 600w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_toothbrush_square-730x730.jpg 730w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_toothbrush_square.jpg 1050w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sonic toothbrushes and dental irrigator<\/strong>\u200b<br>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.\u200b<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_bag_square-1-1024x1024.jpg\" alt=\"\" class=\"wp-image-11120\" srcset=\"https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_bag_square-1-1024x1024.jpg 1024w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_bag_square-1-150x150.jpg 150w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_bag_square-1-768x768.jpg 768w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_bag_square-1-300x300.jpg 300w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_bag_square-1-1536x1536.jpg 1536w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_bag_square-1-1200x1200.jpg 1200w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_bag_square-1-600x600.jpg 600w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_bag_square-1-730x730.jpg 730w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_bag_square-1.jpg 1856w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>AI Pro Dryer<\/strong>\u200b<br>The hair dryer barely changed in decades. <br>AENO rebuilt it around three patented technologies: automatic temperature control, auto start-stop, <br>and InfraCare &#8211; so the airflow does the work rather than the heat.\u200b<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"768\" src=\"https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_gastrolab_square.jpg\" alt=\"\" class=\"wp-image-11124\" srcset=\"https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_gastrolab_square.jpg 768w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_gastrolab_square-150x150.jpg 150w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_gastrolab_square-600x600.jpg 600w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_gastrolab_square-300x300.jpg 300w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/AENO_gastrolab_square-730x730.jpg 730w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>GastroLab<\/strong>\u200b<br>One device in place of twenty: step-by-step recipes built in, precision scales on board, and new recipes over Wi-Fi.\u200b<br><\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\"><strong>What next?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>&#8220;Our partners built AENO\u2019s reach &#8211; 35 markets, and that is where the brand will keep growing.\u200b 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.\u200b 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.\u200b&#8221;<\/em><\/strong><br>\u200b\u2014 Dmitriy Zailo, General Manager of AENO<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" data-id=\"11126\" src=\"https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/DSC00109-683x1024.jpg\" alt=\"\" class=\"wp-image-11126\" srcset=\"https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/DSC00109-683x1024.jpg 683w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/DSC00109-200x300.jpg 200w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/DSC00109-341x512.jpg 341w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/DSC00109-1024x1536.jpg 1024w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/DSC00109-1365x2048.jpg 1365w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/DSC00109-1200x1800-1.jpg 1200w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/DSC00109-600x900-1.jpg 600w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/DSC00109-scaled-1.jpg 1707w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" data-id=\"11127\" src=\"https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/DSC00157-683x1024.jpg\" alt=\"\" class=\"wp-image-11127\" srcset=\"https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/DSC00157-683x1024.jpg 683w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/DSC00157-200x300.jpg 200w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/DSC00157-341x512.jpg 341w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/DSC00157-1024x1536.jpg 1024w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/DSC00157-1365x2048-1.jpg 1365w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/DSC00157-600x900-1.jpg 600w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/DSC00157-1200x1800-1.jpg 1200w, https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/09\/DSC00157-scaled-1.jpg 1707w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><\/figure>\n<\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/aeno.com\/\" target=\"_blank\" rel=\"noopener\"><strong>Learn more about AENO<\/strong><\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>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.\u200b &#8220;Innovation is in our DNA. We are a company that constantly introduces new innovative products.\u200b Having seen the growing demand for devices that&#8230;<\/p>\n","protected":false},"author":8,"featured_media":11107,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[22],"tags":[55,13,383],"class_list":["post-11106","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-press","tag-aeno","tag-asbis","tag-asbisownbrands"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>AENO: from smart appliances to a global consumer brand\u200b - ASBIS<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.asbis.com\/news\/press\/aeno-from-smart-appliances-to-a-global-consumer-brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AENO: from smart appliances to a global consumer brand\u200b - ASBIS\" \/>\n<meta property=\"og:description\" content=\"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.\u200b &#8220;Innovation is in our DNA. 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