With new business heads having recently joined and strengthened the team at Ashleigh & Burwood, the company, currently 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 the company’s offer to customers.
As a first step, Jed has confirmed that he is keen to put more space between the company brand and the product brands they have created. As part of the initial phase of development, the company has unveiled a reimagining of the company logo, with a new strapline that underpins Ashleigh & Burwood’s position as a leading home scenting company.
“We are one company in a very crowded market, but we want to confirm and highlight that our offer really is something different to what is 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,” explains Jed. “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.”
Jed adds that reaffirming the company brand has enabled the space to additionally review and redefine the company’s product collection brands. These include Ashleigh & Burwood – known for the company’s giftable Fragrance Lamps, and The Scented Home, a cross-product home fragrance collection.
As the company moves forward, Jed confirms that both cornerstone brands will be reinvigorated and clarified, with the company investing in order to offer their loyal consumer base an even greater choice of 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 the products the opportunity to access the same scents in a premium package that looks fabulous, on shelf and at home,” says Jed. “And it will also 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.”
