Our Philosophy

Our goal isn't perfection, the one "big hit." Rather, it's the never-ending endeavor to infuse simple, everyday things with a touch of straightforwardness and clarity into a complicated life. Purism with poetry, if you will. With a great deal of human warmth and emotion. "Simple things are beautiful—the beauty lies in simplicity." Our claim for our label. Our life. Our aspiration. A lived brand philosophy.

About ASA Selection

Clear shapes. Clear colors.  ASA SELECTION was founded in 1976 in Höhr-Grenzhausen, Germany, by designer Yvonne Schubkegel as a sales company for ceramic home accessories and is now one of the industry leaders. With a constant stream of new innovations, the company covers markets worldwide and is represented in over 80 countries, some with its own sales offices.

The founder's recipe for success is the consistent philosophy of "clear shapes and colors" from the very beginning. Unconventional and unfussy, with a feel for trends and the zeitgeist, this is how the company's collections are characterized and enjoy an outstanding reputation. The ASA SELECTION collections represent modern design. For authentic products in the kitchen, table setting, and living areas. A distinctive hallmark across all product lines is the consistently simple ASA SELECTION design language.