About Us
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.
philosophy
Simple things are beautiful
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.
Only enjoy with people you like!
As a second-generation family-run business, we take respect, responsibility, consistency, and loyalty to our employees and partners for granted. Mindful interaction and similar perspectives on design and life unite our passion. Passion, warmth, and emotion are essential to both craftsmanship and family life.
We embody this sense of family in our daily interactions. Every lunchtime, we sit close together in our kitchen, getting to know our tablemates over pasta and vegetables. We eat, laugh, and live together. Plainly. Humanly. And we dedicate an annual partner event at our hotel to this "we are family" feeling. The ASA GENUSS & MARKENTAGE (ASA INDUSTRY & BRAND DAYS) are a living networking event. A "cometogether" of the industry for everything related to table setting, kitchen, and household. Up to 20 major brands present innovative concepts, design, and functional solutions here. A highlight for enjoyment and joie de vivre with guest Michelin-starred chefs and representatives of the fine dining world.philosophy
Simple things are beautiful
Production
We maintain our production sites primarily in typical ceramics regions. In addition to production facilities in Eastern Europe and the Far East, three factories in Portugal exclusively manufacture products bearing the ASA SELECTION brand logo. Decades of collaboration with the same production facilities – this is the only way to sustainably guarantee the highest level of quality while reliably securing the livelihoods of hundreds of families. ASA SELECTION's expertise in ceramics dates back more than 40 years. Much has changed since then, but our attitude toward people and craftsmanship has not.
Awards
A large portion of our tableware and home accessories are handcrafted in porcelain and ceramic factories. This makes almost every piece a unique, handcrafted piece. Our goal is to promote joie de vivre through clear design and sustainable production. This results in products with character and personality. We are delighted that this trademark is repeatedly recognized with international awards.
In addition to the awards for good design, we are particularly proud of the GERMAN BRAND AWARD 2025 for successful brand management in Germany.
History
"That's not possible, we've never done it like this before!" Yvonne Schubkegel was told when, in the second year of her company's founding, she presented her designs based on white ceramics to local ceramic factories. She finally found a cooperating company in Mogendorf, Westerwald.
Together with her “allies,” she leaves the doubters behind and invests in designs, products, and a small warehouse, which is quickly followed by larger ones.
The first public presentation at the International Frankfurt Spring Fair marked the beginning of the dynamic development of the small brand, which from the very beginning branded its design with ASA SELECTION. The market absorbed the innovative product lines like a dry sponge. After the initial successes, retailers lined up at trade fairs. The company grew, a sales and representative team was formed. And more and more of its own tableware series, vases, bowls, and planters emerged at an ever-increasing pace. Their trademark: a minimalist design language and distinctive color families. Gradually, the market opened up in Germany's neighboring countries and ultimately around the globe.
Similar to the harmonious trade fair presentations around the world, the sales materials also evolved. Over the years, the first self-written and hand-illustrated black-and-white catalogs evolved into the highly acclaimed "ASA Design Books." Elaborately photographed, designed, and produced, these catalogs led the industry. In 2003, they culminated in the first "home by ASA" collection, which served as the name for the subsequent home by ASA shops. Today, the catalogs are largely photographed and produced in-house.
What was once a "home accessories design studio" gradually evolved into a "table setting specialist." Today, under the leadership of the second generation, the solid family-run company is increasingly producing tableware for haute cuisine and Michelin-starred cuisine in collaboration with top chefs such as Tim Raue and Cornelia Poletto. FINE DINING by ASA Selection.
International star chefs and dedicated young chefs conjured up their masterpieces on award-winning tableware from ASA Selection at the major culinary event "CHEFSACHE." In 2013, Reto Mathis, initiator and president of the St. Moritz Gourmet Festival, chose the À TABLE fine bone china tableware. Its streamlined design provides a stage for "star-level creations" without distracting.
ASA SELECTION offers more than 2,400 different parts, 20 percent of which are replaced annually. Together with her efficient design team, Yvonne Schubkegel manages to create an entire series consisting of ten parts within two weeks. A competitive advantage that stems from the expertise of this industry specialist.
