JASNO: driven by the passion for perfection

Shutters have existed for centuries, but much to the surprise of Dutchman Jeroen Hermans, they were originally less well-known in Western Europe than in the countries of the Mediterranean, and the United States. In response, he founded the company JASNO, in 2001. In terms of look and feel, he gave the traditional shutter a more contemporary look, for example by using flush-mounted hinges. Together with a wood processing company in Poland, the production line was up and running within one year, and the first ever shutters produced under the JASNO brand were displayed at an interior design fair in Eindhoven. The response from consumers was positive.

Using the income generated from initial orders that soon followed, JASNO made the much more costly step of attending the Netherlands’ leading interior design fair, the Woonbeurs in Amsterdam. Stylists and interior and design magazines saw the value of these functional and attractive window decoration systems, and spread the news. Orders kept rolling in and growth seemed unstoppable. JASNO – which is in fact Polish for ‘light and bright’ – went on to produce the shutters in a second fully-owned factory in Poland, and opened a showroom in Hapert in Brabant.

JASNO shutters
JASNO wooden blinds

World’s best shutter factory

In 2003, Simon Sants became co-owner, with the joint goal of further broadening awareness of the product and the JASNO brand. The unending flow of orders meant that delivery times became ever longer. The factory in Poland was no longer able to keep up, and JASNO started a careful search for new capacity. Within four months the result was a unique collaborative venture with the world’s best shutter factory in Taiwan, and the closure of the plant in Poland. 

In 2006, JASNO introduced a collection of blinds, to match the shutters. Over the past few years, (Venetian) blinds have been successfully relaunched on the market for window decoration. Over the past few years, sales of JASNO blinds have broken all records. 

Dealer network and European expansion

As demand for shutters from retailers grew, JASNO decided to establish a national network of dealers. A clear, simple and manageable distribution policy was formulated, with the focus as always on the customer-friendly JASNO approach. This was the major difference between JASNO and other suppliers who effectively viewed retailers as their customers. In just a short time, a network of enthusiastic, high-quality home and interior suppliers and sunblind specialists was established. 

Based on the success in the Benelux countries, in subsequent years, JASNO expanded into Poland, France, Germany, Denmark, Switzerland, Spain, Italy, Norway, Finland, Austria and Sweden. As a consequence, JASNO has become a flourishing international business and market leader in continental Europe. The power of JASNO lies in the company’s repeated success in outpacing the competition in terms of quality of its product and sales and after sales services. 

JASNO shutters and blinds team
JASNO shutters wins trophy

JASNO wins Best Entrepreneurial Vision Trophy 2013

In 2013, owners Jeroen Hermans and Simon Sants were voted winners of the Best Entrepreneurs Vision (BOV) trophy 2013 in the Netherlands, for the Eindhoven and De Kempen region. According to jury chair Tiny Sanders (PSV football club), the two prize winners demonstrated true passion in their business activities. “They have vision, courage and dedication, and grasp opportunities as they arise. That is the essence of entrepreneurial spirit,” concluded the jury. For Jeroen and Simon, the trophy was a special prize confirming that the JASNO business is truly on the right track. 

New premises

In the spring of 2014, JASNO relocated to new premises, next door to the old location. In addition to large and spacious offices, the new premises house a showroom where the products can be demonstrated to consumers, business relations and any other interested parties. 

 JASNO headoffice in the Netherlands
JASNO swings: vertical louver blinds

Prize-winning JASNO swings (vertical louver blinds)

In April 2015, JASNO introduced yet another new window decoration product to its collection: JASNO swings. Swings are vertical louver blinds, but with the unique feature that the louvers can be placed in unexpected settings. Using the operating chain, the louvers are alternately set in motion, resulting in an attractive 3D effect. The individual louvers can be adjusted open, (almost) closed and anywhere in between. JASNO swings come in various transparencies and materials.

In January 2016, the swings were presented with an iF Award, one of the best-known international awards for product design. In October 2016, JASNO was also presented with a Good Industrial Design (GIO) Award, for the child-safe hanger system with which the folds are operated. Specially for its folding curtains and vertical louver blinds, JASNO turned to GBO to design a special child-safe hanger system. This patented system is attached to the operating chain and cuts through the chain when a certain amount is pressure is applied to the loop. This child-safe system prevents the risk of choking, and fulfils the latest requirements placed on window decoration, also by JASNO. 




Introduction to JASNO folding curtains

In spring 2016, JASNO introduces a new window decoration product in its collection, the JASNO folds or folding curtains, a first in the history of JASNO. The design of the folding curtains is the result of collaboration with Dutch Design studio Daphna Laurens. The collection consists of a select number of colours for the fabrics and wooden strips. The fabrics are produced from woven paper and are available in a transparent, a light filtering and a blackout variant. 

JASNO folds
JASNO Aqualine shutters

New: waterproof shutters

At the end of 2016, JASNO expanded its shutter collection to include Aqualine shutters. These shutters are produced from ABS, a high-quality plastic material. This choice of material makes the Aqualine range ideal for windows in damp rooms such as bathrooms, swimming pools, wellness rooms and kitchens.  




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