Reflecting the current cost of living pressures, Ashleigh & Burwood is continuing to expand the company’s The Scented Home brand to encompass a range of formats and fragrances, with ceo Jed Kenrick pointing out that, as in other areas, cost of living concerns are shaping the buying patterns of many giftware shoppers.
“While there is pressure to restrict spending in certain areas, shoppers are still keen to treat themselves and loved ones, and home fragrance, with its in-built feelgood factor, and its ability to uplift the senses and transport the mind, is still in strong demand,” he told PG&H. “Even so, our research has shown that for some shoppers, the option to buy into fragrance in a smaller volume allows a reduced initial outlay and therefore can be an easier purchase decision.”
Explains Jed: “This season, as part of our ongoing evaluation and redevelopment of our popular brand, The Scented Home, we’re introducing two new products that represent mini versions, with a smaller price tag, of our most popular home scenting formats. New for AW23, we’ve added mini reed diffusers and votive scented candles – smaller companions to our popular 150ml reed diffusers and jar candles. Their smaller proportions allow us to offer the lowest cost way yet for shoppers to buy into the established brand, bringing the home fragrance collection to the attention to a new segment of the market, while appealing to impulse purchasers.”
Fragrance choices for the company’s newest introductions are informed by Ashleigh & Burwood’s best-selling fragrances from the collection as a whole. “Fresh Linen and Moroccan Spice are two of our most in demand scents and we expect them to continue to outperform some of the more trend-led scents for many years to come,” says Jed.
Other new additions to The Scented Home range include room sprays with a micro-fine mist. Pre orders are being taken for the new additions, with stock available at the end of July.
To read the full version of this article in the July/August issue of Progressive Gifts & Home click through to pages 37-41.
Top: Ashleigh & Burwood’s The Scented Home collection which includes the new minis. Shown is Fresh Linen.
