With new business heads having recently joined and strengthened the team at Ashleigh & Burwood, the company – which is celebrating its 30th year of trading – is embarking on its next phase.
Newly appointed CEO Jed Kenrick has been making a strategic review of products and initiatives, investing and improving the firm’s offer to customers.
As part of an initial phase of development, the company has reimagined its logo. It has retained the heritage styling of former logos, while incorporating a new strapline – The Scent Experts – that underpins its position as a leading home fragrance supplier.
In this first step, the firm is keen to put more space between the company brand and the established product brands it has created, including Ashleigh & Burwood – presently known for its powerful and highly giftable Fragrance Lamps – and The Scented Home: a popular accessible cross-product home fragrance collection.
Jed explained: “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 and 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.”
As Ashleigh & Burwood moves forward, both cornerstone brands will be reinvigorated, with the company investing to offer greater choice when it comes to fragrance format options.
To this end, the firm says it 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’.
The company claims that 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’.