Diamond Certified Company Report

Asien’s Appliance, Inc.

Diamond Certified Company Report

Asien’s Appliance, Inc.

Diamond certified ratings dashboard
CUSTOMER SATISFACTION i
Customer LOYALTY i
Helpful Expertise i
Company Credentials i
  • Workers Compensation
  • Liability Insurance
  • License Verification
  • Business Practices
  • Current Complaint File
Phone SURVEY RESPONSES FROM 434 VERIFIED CUSTOMERS i

Lucas M.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

1 of 434

Quality 10
10 10
Loyalty Yes
CRITIQUE

The service was excellent in-store and out. The quality of the dishwasher was very good, and they installed it. They were prompt, on time, and they did a very good job. The area where they worked was clean. I would absolutely recommend them.

The service and the people were very accommodating and knowledgeable. They took care of me.

Rae R.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

2 of 434

Quality 10
10 10
Loyalty Yes
CRITIQUE

Their showroom is very well organized, nice, and clean. Their sales staff is very professional and knowledgeable.

I liked everything about them. They always treat me really well when I go there.

Steven S.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

3 of 434

Quality 10
10 10
Loyalty Yes
CRITIQUE

I heard about them from another customer and was very impressed by the quality, knowledge, and expertise given by their service department. Carlos came out and did everything professionally. He knew how to do the repair work competently. He knew what the problem was and showed me step by step what he was doing and why. He really knew how to take care of the problem efficiently. I was very satisfied.

I liked the repairman's good personality and his willingness to show me what he was doing. I liked that he was so helpful, and he saved me a lot of money by being able to do the repairs that were needed.

Read All 434 Survey Responses at Ratings View
Diamond certified VIDEO PROFILE
Diamond certified company PROFILE

Chris Wilhelmsen (L) and Paul Gwilliam, Co-Owners

Asien’s Appliance has been proudly serving Sonoma County and beyond for 70 years. The company provides a wide variety of appliance services, including sales, delivery/ installation, in-home service and repair, extended warranties, and financing. Asien’s Appliance takes pride in offering each customer a highly experienced staff, low prices and personalized service, whether they’re replacing old appliances, adding new appliances or creating a backyard oasis with quality outdoor kitchen products.

Asien’s Appliance has been serving North Bay customers since 1948, when John “Frenchy” Asien first opened its doors. Current owner Chris Wilhelmsen is a longtime Sonoma County resident. Mr. Wilhelmsen joined the company after merging his company, Appliance Solutions, with Asien’s in 2004.

Mr. Wilhelmsen says Asien’s Appliance’s main focus is delivering personal sales and exceptional service to every customer at a competitive price. “We understand that today is all about the shopping experience. Creating a comfortable, stress-free environment where customers get one-on-one assistance is what sets us apart from the big box stores.”

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COMPANY REPORT NAVIGATION

Diamond Certified Companies are Rated Highest in Quality and Helpful Expertise.

  • Why this rating is the most accurate.
  • Our editors gather deep company info.
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DIAMOND CERTIFIED RESEARCHED CAPABILITIES ON Asien’s Appliance, Inc.

Locations

Sonoma County
Marin County
Napa County
San Francisco
Mendocino County

Get Directions
SERVICES PERFORMED

Appliances
Installation
Sales
Service

BRANDS Supported
  • AGA

  • Amana

  • Asko

  • Big Green Egg

  • Blue Star

  • DCS

  • Fisher and Paykel

  • GE Cafe

  • General Electric

  • Hotpoint

  • Jenn-Air

  • KitchenAid

  • Liebherr

  • Lynx

  • Maytag

  • Miele

  • Samsung

  • Scotsman

  • Speed Queen

  • Sub-Zero

  • Viking

  • Whirlpool

  • Wolf

  • Zephyr

DIAMOND CERTIFIED RESEARCHED ARTICLES ON Asien’s Appliance, Inc.

A kitchen display at Asien’s Appliance’s Santa Rosa showroom

Company Profile

Asien’s Appliance has been proudly serving Sonoma County and beyond for 70 years. The company provides a wide variety of appliance services, including sales, delivery/ installation, in-home service and repair, extended warranties, and financing. Asien’s Appliance takes pride in offering each customer a highly experienced staff, low prices and personalized service, whether they’re replacing old appliances, adding new appliances or creating a backyard oasis with quality outdoor kitchen products.

Asien’s Appliance has been serving North Bay customers since 1948, when John “Frenchy” Asien first opened its doors. Current owner Chris Wilhelmsen is a longtime Sonoma County resident. Mr. Wilhelmsen joined the company after merging his company, Appliance Solutions, with Asien’s in 2004.

Mr. Wilhelmsen says Asien’s Appliance’s main focus is delivering personal sales and exceptional service to every customer at a competitive price. “We understand that today is all about the shopping experience. Creating a comfortable, stress-free environment where customers get one-on-one assistance is what sets us apart from the big box stores.”

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Company Philosophy

“Our goal is to exceed our customers’ expectations, so we offer something that’s hard to resist: help! We’re able to take care of any problems with our in-house service department, which saves our customers the hassle of finding appliance repair shops. Our staff of knowledgeable salespeople, fully trained technicians, organized schedulers and skilled installers guarantees our clients will get the appliances that meet their needs.”

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Comparative Summary

Few appliance showrooms earn the prestigious Diamond Certified award, which means they’ve been independently rated Highest in Quality. Even fewer can also claim more than 60 years of industry experience, but that’s exactly the case for Asien’s Appliance, Inc. “We’ve lasted so long because we genuinely care about every customer, sale and installation,” says co-owner Chris Wilhelmsen. “Our salespeople are involved beyond just the sale, and since most of our business comes from referrals, everyone who works here is focused on ensuring our customers are happy and get exactly what they expect.”

Asien’s Appliance provides a variety of appliance services at its Santa Rosa showroom, including sales, delivery/installation, service and repair, extended warranties, and Brand Source financing. The company also offers in-home appliance service and repair services to customers throughout Sonoma County, and it’s qualified to work on a wide range of leading brands, including KitchenAid, Maytag, General Electric, Hotpoint, Viking and Sub Zero.

Unlike less experienced appliance stores that focus entirely on selling products and rely on subcontractors to perform installation work, Asien’s Appliance utilizes its staff of expert installers and sizeable fleet of service vans to handle every step of the appliance installation process for its customers. “We have five fully stocked vans, which is more than any other appliance showroom and ultimately gives us more control over our delivery time frames,” says co-owner Paul Gwilliam. “Also, the fact that we use our own employees for installation jobs means we’re able to provide better quality control.”

Indeed, Asien’s Appliance’s comprehensive approach to quality control is one of its most distinguishing attributes. “We take our time and focus on the service aspect of the job,” says Mr. Wilhelmsen. “From removing the tape inside refrigerators and wiping them down so the stainless steel looks good to slimming appliances into holes and taking all packing materials with us when we go, we’re all about offering quality service.”

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Industry Info

When looking to purchase a refrigerator, make sure you consider all your options. Household appliance designs have undergone numerous changes in the last couple decades, especially when it comes to refrigerators. Only 10 years ago, refrigerators with side freezers were popular choices, but that trend has already gone out of style. “The main problem with side-by-side refrigerators and freezers is each section is tall and not very wide, so you can’t store platters and large food items,” says Paul Gwilliam, co-owner of Asien’s Appliance, Inc. in Santa Rosa. “Today, most refrigerators are sold with the freezer units at the bottom. Fresh food is higher up and more easily accessible, and the freezers come with sliding baskets and removable bottom drawers. It’s just a better, more practical design.”
Modern refrigerators also come with door options (single or French) that give homeowners a variety of options when it comes to appliance placement. “French doors require less space to open, which means they’re convenient if you have a small kitchen,” explains Mr. Gwilliam. “Single door refrigerators need a lot of space in front of them, but French door refrigerators don’t have that issue.”
Here are some other recent trends in refrigerator design:
Built-in beverage center. This extra space by the refrigerator door uses cold air from the freezer to chill beverages.
Fridge drawers. These are designed to expand space for refrigerated items, but their versatility allows them to be installed anywhere in a kitchen, and they come with special features like fruit baskets and wine holders.
Dry-erase door panels. These are good options for homeowners with children. The panels are covered top to bottom with a white, dry-erase surface that allows for easy writing and erasing.
Removable digital frames. These allow you to display photos without using magnets and feature “Fast Fill” technology that ensures a cool exterior. The interchangeable interface lets you plug in a DVD/CD player, digital photo album or MP3 player.

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Frequently Asked Questions

Q: Do you deliver and install the appliances you sell?

A: Yes. We offer delivery and installation services Monday through Friday from 8am to 5pm. Every person on our installation crew is certified by the manufacturers of the products we sell.

Q: What kind of time window do you give for deliveries?

A: We give a four-hour window, plus we have a ‘first delivery’ option, which means you’re guaranteed to be the first delivery of the day. For later deliveries, we’ll always meet that four-hour window, but the exact time will depend on the progress of earlier deliveries. Regardless, we’ll always call 15 minutes before arriving so you know when to expect us.

Q: Can you remove my old appliance after installing the new one?

A: Yes, appliance removal is included in our regular delivery service.

Q: Are you available for emergencies?

A: Unfortunately, no. If you have a problem with an appliance, we can schedule you for the next available service window. If it’s a refrigerator, we’ll do everything we can to get there that same day, but we can’t guarantee it.

Q: Can you convert electrical appliances to natural gas or propane?

A: Yes. Many of the higher-end appliances we sell have natural gas or propane models, but we can also convert an appliance if that’s the only option.

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SELECTED PHOTOS FROM Asien’s Appliance, Inc.

DIAMOND CERTIFIED EXPERT CONTRIBUTOR ADVICE & TIPS FROM Paul Gwilliam

Expert CONTRIBUTOR PROFILE
  • Paul Gwilliam is a longtime veteran of the home appliance industry and owner of Asien’s Appliance, Inc., a Diamond Certified company since 2002. He can be reached at (707) 874-8923 or by email.

Paul Gwilliam: Applied Expertise

By James Florence, Diamond Certified Resource Reporter

SANTA ROSA — After several years in home appliance sales, Paul Gwilliam’s years of applying himself finally paid off in the form of an exceptional opportunity. “I started out as an appliance sales rep at Montgomery Ward in Daly City, back in the late ’70s,” he remembers. “In 1988, I was hired at Asien’s Appliance, Inc., where I continued to do sales before being promoted to general manager. A few years later, Larry Asien, the company’s founder, decided to start transitioning out of the company and chose me as his successor. In 1994, he brought me in as a partner.”

Today, as owner of Asien’s Appliance, Paul takes pride in continuing the business’ longstanding legacy for quality products and service. “Back when I was on the sales floor, I enjoyed helping people solve problems and giving them the information they needed to make good decisions,” he says. “Almost 30 years later, it’s good to see the same customers—and in many cases their children—return to us. It’s just great to see the confidence people have in our store.”

Raised in San Francisco, Paul resides today in Windsor with his wife, Terri. Outside of work, he engages in a variety of active pastimes. “I enjoy golf, boating and taking RV trips with my wife,” he says. “And, of course, I always like barbecuing with friends and family.” Additionally, Paul takes time to keep up with his three grown sons. “Terri and I have three boys, all of whom are spread out and involved in their own careers, so we make it a point to keep in touch.”

In his life and career, Paul espouses the importance of going with your gut. “I believe in doing what feels right,” he explains. “Sometimes a decision may not make total sense on paper, but it feels like the right thing to do for a customer or an employee. After all, to truly be successful in business, you have to look at more than just the bottom line—you have to be honest and do right by others.”

When asked the first thing he’d do if he were to retire tomorrow, Paul says he’d embark on an extensive road trip. “I’d probably jump in my RV and see some more of this country. I’ve only been to about 10 of the 50 states, so there’s a whole lot out there I have yet to explore.”

Ask Me Anything!

Q: What’s your favorite season?
A: Summer—there are more opportunities to do the things I love, like boating, RVing and barbecuing.

Q: Coffee or tea?
A: Coffee.

Q: What are your favorite TV shows?
A: “The Profit” and “Shark Tank.”

Q: If you could fluently speak any foreign language, what would you choose?
A: Probably Spanish—it would be both fun and useful.

Q: What was your favorite toy as a child?
A: My bike.

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Expert articles
  • Utility Considerations in Kitchen Remodeling

    SANTA ROSA — When having your kitchen remodeled, one thing you’ll need to think about is utilities, particularly in relation to the appliances you’re planning to use. Here are some things to consider:

    Power requirements/specifications
    Besides deciding between gas- and electric-powered appliances, you’ll need to assess the power requirements and specifications of the appliances you select. For instance, if you plan to have gas appliances, will they run on natural gas or liquid propane? Or, if you plan to have electric appliances, will they require 110 volts of power or 220 volts?

    Water connections
    You’ll also need to consider which appliances require connections to water. Obviously, your dishwasher will need one, but you’ll need additional connections if your refrigerator has a water dispenser or icemaker.

    Placement
    Make sure the placement of appliances is correct in regard to their required utility connections. You don’t want to have to install your appliances a second time because they ended up in the wrong spot.

    Read moreRead less
Expert video tip
  • Video: Utility Considerations in Kitchen Remodeling

    Complete Video Transcription:

    SANTA ROSA — Host, Sarah Rutan: When shopping for new appliances during a kitchen remodel, it’s important to consider your options in terms of utilities. To learn more, we’re in Santa Rosa with Todd Till, sales manager at Asien’s Appliance, speaking on behalf of Diamond Certified Expert Contributor Paul Gwilliam.

    Todd Till: Some of the things to consider when you’re doing a kitchen remodel are utilities. The most important thing to know is what types of utilities you’re going to use. If you’re going to have gas appliances, are they going to be natural gas or are they going to be liquid propane? If you’re having electric appliances, will they be 110 volt or 220 volt? What types of water will you need for your appliances? Obviously you have a dishwasher; you need water to that. And will your refrigerator need water for an ice line or an ice maker?

    Also, it’s important to know where those utilities need to be placed either in your cabinets or in the walls. So, confer with the manufacturer’s spec sheets to make sure that those are in the right spot. We don’t want to go back out and have to install your appliances a second time because they’re in the wrong spot. You want everything to be seamless.

    Host, Sarah Rutan: To learn more from local top-rated companies, visit our Diamond Certified Expert Reports at experts.diamondcertified.org.

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  • Video: A Simple Rule for Appliance Repair

    Complete Video Transcription:

    SANTA ROSA – Host, Sarah Rutan: If you’re planning to do your own home appliance repair, don’t forget to follow a simple yet often-overlooked rule. To learn more, we’re in Santa Rosa with Vernon Weerts, service manager at Asien’s Appliance, speaking on behalf of Diamond Certified Expert Contributor Paul Gwilliam.

    Vernon Weerts: So, for all you do-it-yourselfers out there that are trying to fix one of your appliances at home, just a helpful reminder is to make sure that you turn the power off to your machine. Say you’re replacing the bake element on your oven, make sure you turn the power off or turn it off at the breaker because there still is electricity going to that machine. So, just a helpful hint from Vernon down here at Asien’s Appliance.

    Host, Sarah Rutan: To learn more from local, top-rated companies, visit our Diamond Certified Expert Reports at experts.diamondcertified.org.

    Read moreRead less
Asien’s Appliance, Inc. WEBSITE AND EXTERNAL FEED
  • Asien’s Appliance, Inc. SOCIAL MEDIA FEEDS
Diamond Certified RATINGS ON Asien’s Appliance, Inc.
Diamond certified ratings dashboard
CUSTOMER SATISFACTION i
Customer LOYALTY i
Helpful Expertise i

Each surveyed customer was asked, “If you needed any helpful expertise, did this company provide that expertise?” To calculate this score, total “Yes” responses were divided by total responses (excluding those that stated they hadn’t needed any expertise).

Company Credentials i
  • Workers Compensation
  • Liability Insurance
  • License Verification
  • Business Practices
  • Current Complaint File
Phone SURVEY RESPONSES FROM 434 VERIFIED CUSTOMERS i
Asien’s Appliance, Inc. : Average 8.9 out of 10 based on 434 unique customer surveys of customer satisfaction.

Lucas M.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

1 of 434

Quality 10
10 10
Loyalty Yes
CRITIQUE

The service was excellent in-store and out. The quality of the dishwasher was very good, and they installed it. They were prompt, on time, and they did a very good job. The area where they worked was clean. I would absolutely recommend them.

The service and the people were very accommodating and knowledgeable. They took care of me.

Rae R.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

2 of 434

Quality 10
10 10
Loyalty Yes
CRITIQUE

Their showroom is very well organized, nice, and clean. Their sales staff is very professional and knowledgeable.

I liked everything about them. They always treat me really well when I go there.

Steven S.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

3 of 434

Quality 10
10 10
Loyalty Yes
CRITIQUE

I heard about them from another customer and was very impressed by the quality, knowledge, and expertise given by their service department. Carlos came out and did everything professionally. He knew how to do the repair work competently. He knew what the problem was and showed me step by step what he was doing and why. He really knew how to take care of the problem efficiently. I was very satisfied.

I liked the repairman's good personality and his willingness to show me what he was doing. I liked that he was so helpful, and he saved me a lot of money by being able to do the repairs that were needed.

Pat C.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

4 of 434

Quality 10
10 10
Loyalty Yes
CRITIQUE

I thought they were very professional. They had a good selection of what I was looking for.

I think it was the knowledge they had

Dorothy M.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

5 of 434

Quality 10
10 10
Loyalty Yes
CRITIQUE

I would tell other to visit them. We had a good experience.

Nothing specific, just a good outcome

Lisa E.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

6 of 434

Quality 10
10 10
Loyalty Yes
CRITIQUE

They were okay. They were late on the delivery and had a problem installing it, but that was expected. They got the job done, and I love our new appliances. They have a great selection, as well.

They got everything set up. I was worried it wasn't going to work.

Meg D.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

7 of 434

Quality 10
10 10
Loyalty Yes
CRITIQUE

I thought they were good. I didn't spend much time there, because I knew exactly what I wanted.

I think the staff

Jan E.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

8 of 434

Quality 10
10 10
Loyalty Yes
CRITIQUE

I guess they did a good job. They got everything delivered and hooked up. My neighbor had to make some adjustments for me on one of the units.

I don't know.

Rick W.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

9 of 434

Quality 10
10 10
Loyalty Yes
CRITIQUE

They are a long time Santa Rosa business, so they are good, local people.

I guess their customer service was great. I was on the phone being helped for a rental property in the area. They were very good.

Rhian W.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

10 of 434

Quality 10
10 10
Loyalty Yes
CRITIQUE

The product was great and the company is great. The "10" I rated them was for both the product and company together. I would use them again if I still lived in California, but I moved to Ohio. The guy who helped was really helpful. I was going to buy an older model, but he sold me the new one, because of the new agitator that was in the washer, plu,s he had better reviews on the newest model.

The ease of purchase, I recently bought a home, which was about 2 hours away in rural area, and they were the only one who had the items in stock for me to take that same day. They got me in and out within 10-15 minutes.

Nathan V.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

11 of 434

Quality 10
10 10
Loyalty Yes
CRITIQUE

They were very knowledgeable and had some great pricing, including everything that was in stock and quick delivery too.

They have higher end brands in house.

Darleen H.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

12 of 434

Quality 10
10 10
Loyalty Yes
CRITIQUE

Go there. They are great.

I think the whole thing is done well.

Laura S.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

13 of 434

Quality 10
10 10
Loyalty Yes
CRITIQUE

They were great, good selection.

The selection

Mark M.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

14 of 434

Quality 10
10 10
Loyalty Yes
CRITIQUE

I thought the employees in the showroom were very professional, knowledgeable, and gave us some promotional discounts automatically. They were so nice.

The employees, including the installation people

Lucas N.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

15 of 434

Quality 10
10 10
Loyalty Yes
CRITIQUE

I thought they gave me a decent deal. I'm very satisfied with the product. They did a good job with the installation, and nothing was damaged.

They didn't damage anything when installing it.

Warren B.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

16 of 434

Quality 10
10 10
Loyalty Yes
CRITIQUE

They were really good. They allowed us to stay for quite sometime with one of their sales people to get a good feel for each brand and their features. They were able to get us some cash back on a model that fit our needs and looked great.

They were very informative with each brand, each specific model within each brand series.

Sondra P.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

17 of 434

Quality 10
10 10
Loyalty Yes
CRITIQUE

They are very professional.

The repairman had a good sense of humor and fixed the problem.

Grant W.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

18 of 434

Quality 10
10 10
Loyalty Yes
CRITIQUE

I thought they did a great job. They got everything done within a reasonable amount of time.

Nothing specific, I mean they fixed my problem.

Natalie E.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

19 of 434

Quality 10
10 10
Loyalty Yes
CRITIQUE

They were very friendly and informative. I was able to get the information that I needed.

I liked that they were able to get me the information that I needed to make a good decision.

Eric M.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

20 of 434

Quality 10
10 10
Loyalty Yes
CRITIQUE

They are responsive, clean, and do good work.

The work was done at a summer cabin out in the sticks, and there are many stairs. We bought a washer, dryer, and refrigerator. Some places wont do deliveries to places with that many stairs, but they did, and they did it well.

Read All 434 Survey Responses at Ratings View