Repeatedly recognised with international design awards, the German brand carefully selects its manufacturing partners. Committed to a CSR-driven approach, which resonates deeply with all its employees, ASA Selection ensures its products are made responsibly, favouring craftsmanship whenever possible—particularly through its partnerships in Portugal. Handmade products are clearly marked in its catalogue with the label « Made with passion by ASA Selection. »
The 2025 edition presents the brand’s diverse product worlds, showcasing the areas in which ASA Selection has expanded. Tableware, glassware, cutlery, trays and serving accessories, tea concepts, placemats, table and kitchen textiles, vases, objects for dining, décor and cooking, bakeware, and even a children’s collection—all these categories encompass hundreds of references and a multitude of styles. Yet, through an impeccable sense of cohesion, they form the very essence of ASA’s distinctive style. The brand has built a lifestyle identity, following an invisible guiding principle that makes each new creation seem obvious and indispensable. This unique approach to curating collections has earned ASA Selection the admiration of many design experts, who are unsurprised by its worldwide success. From boutiques to restaurants, in spaces with vastly different aesthetics, all are drawn to collections that, while timeless, possess real character. This is why ASA Selection is eagerly anticipated at the start of every season, each launch bringing exclusive new designs. Once again this year, the brand will be present at major international trade fairs, Maison&Objet and Ambiente, offering its retail and hospitality partners an exclusive first look at its latest creations.
« Behind each of our products lies passion, a love for traditional craftsmanship, and a flair for innovative design—elements that shape the unique character of our brand. It is this shared passion that has defined ASA Selection for decades and drives us to constantly strive for perfection. Being awarded the German Brand Award for the eighth time by the German Design Council is both an encouragement and a commitment to continuous improvement. » Yvonne Schubkegel, Founder of ASA Selection
