With new business-heads having recently joined and strengthened the team at Ashleigh & Burwood, the company, celebrating its 30th year, is embarking on its next exciting phase.
Jed Kenrick, recently appointed CEO, has been making a strategic review of products and initiatives, investing and improving their offer to customers.
As a first step Jed is keen to put more space between the company brand and the product brands they have created, for Ashleigh & Burwood.
As part of the initial phase of development, the company has unveiled a reimagining of the company logo. They are re-presenting their logo with a new strapline that underpins their position as a leading home scenting company.
Jed explains, "We are one company in a very crowded market, but what we want to confirm and highlight is that our offering really is something different to what's presented by some importers or companies that have roots in different fields who have simply added a few candles and diffusers to their product mix. Our team knows and understands fragrances, home scenting, the products, the category and how it works for consumers and customers. It's at the very heart of the business - and we want to let people know this."
Reaffirming the company brand has enabled the space to additionally review and redefine their product collection brands. These include; Ashleigh & Burwood - known at present for their powerful and highly giftable Fragrance Lamps; and The Scented Home – the popular accessible cross-product home fragrance collection.
As the company moves forward both of these cornerstone brands will be reinvigorated and clarified, with the company investing in order to offer their loyal consumer base even greater choice when it comes to fragrance format options.
To this end the company is enthusiastically anticipating the launch of new premium Reed Diffusers and Scented Candles later this year under the Ashleigh & Burwood brand. This will sit alongside the award winning Lamp Fragrance and Fragrance Lamps, offering consumers who love those products the opportunity to access the same gorgeous scents in a premium package that looks fabulous, on shelf and at home.
And it will offer customers the only range on the market to include Fragrance Lamps, Lamp Fragrance, Reed Diffusers, Candles, Sprays, Fragrance Oils, Incense and, in time Wax Melts, all in the same premium brand.