PromZ Vak 4 · 2026 · English edition

By Sem van Lit

Poland Special

The product is only half the story

“Joanna and I have both been connected with the company for many years,” says Małgorzata Sobaszek, Board Member of ASGARD. Together with Joanna Kowalińska, Vice-President, she has formed the leadership team of the family business behind BLUE COLLECTION since 2025. “Our mission is to continue family tradition and develop the company in a rapidly changing market,” Joanna adds.

What were the key stages in the development of ASGARD, the owner of the Blue Collection brand?

Founded 33 years ago, the company has transformed from a small business into a strong European player in the promotional gadgets market, employing 150 people. Milestones include: exporting (1999), investing in our machine park (2006), and expanding our facility in Baranowo near Poznań (2015/2025). ASGARD is a stable partner offering comprehensive fulfilment, nearly complaint-free branding, and online catalogues. Our strategic goal is further expansion in Europe, particularly strengthening our position in the DACH region and Benelux countries.

Which product categories form the foundation of the BLUE COLLECTION range, what does the creation process look like?

Our portfolio includes 2,000 items in eight categories, led by office supplies, bags, umbrellas, electronics, and drinkware (mugs, bottles, flasks). We create practical, market-aligned products through close cooperation between Purchasing, Sales, and Marketing departments, which analyse feedback and trends from distributors. A new addition is our custom gift kitting and packaging service – a response to the growing demand for well-curated gift sets for employees and business partners.

What trends shape the European promotional gifts market, and how does the company guarantee quality?

In Western Europe, we notice increased demand for unique design, recycled materials, and the "Made in Europe"

trend. We respond with an individual approach to product selection and hundreds of new arrivals annually. BLUE COLLECTION's quality is guaranteed by strict verification by EU-certified laboratories and modern production facilities in Poland. This ensures very high branding quality, short delivery times, and high customer satisfaction (NPS) scores.

How does the location in Poznan affect your logistics and competitive advantage in Europe?

Poland is the fastest-growing economy in the EU, offering a highly qualified workforce and competitive costs. Our location in Poznan, close to the German border, guarantees lightning-fast transport and timely deliveries to the DACH and Benelux regions. Our infrastructure consists of two production halls equipped with 45 branding machines, modern offices, and two warehouses accommodating over 7,000 pallet spaces. Thanks to investments, we efficiently handle the most demanding orders.

What vision guides the Management Board in context of further building the company's position?

The foundation of our success is a multi-stage selection, quality control, and certification carried out by our experienced Purchasing Department. For years, we have used daily reports regarding quality and availability, allowing us to react instantly to market needs. Our vision is for BLUE COLLECTION to be the brand of first choice for distributors. We achieve this by implementing digital solutions, process automation, and providing care from Sales Representatives fluent in most of our clients' languages what helps build key pillars remain stable team relationships and building partner trust.