MAKING BUSINESS SCENTS IN THE HOME FRAGRANCE MARKET
Home fragrance brand, Ashleigh & Burwood, is continuing to demonstrate exponential growth and success with significant on-going investment
This year sees the A&B brand featuring at no less than 34 major international trade exhibitions; the launch of a brand new exclusive toiletries range; the launch of brand new trade and consumer websites; a new business direction with end-consumer collections; new personnel appointments; and significant exclusive licensing deal wins, including a royal appointment...
All this in addition to the usual cycle of new designer seasonal product collections each year, Ashleigh & Burwood is fast becoming one of the largest players in the market, and certainly one of the most exciting.
New licensing deals for Ashleigh & Burwood so far this year have already included the rights to produce a home wares collection exclusively for Santoro’s ‘Gorjuss’ and ‘Ecclectic’ brands – seriously hot property given Santoro already has a massive following of teenagers and young women. Its website was in the top 5 most visited sites in the world last December with over 5 million hits.
This week brings another major licensing deal announcement from Ashleigh & Burwood – the company has been awarded the exclusive global rights to produce a collection of home fragrance candles and reed diffusers for ‘Historic Royal Palaces’. This news is hugely exciting and evidence of the company’s superior industry expertise, product development, and professionalism. A royal appointment in the Jubilee year, and a year which is proving to be Olympic not just for London, but also for the Ashleigh & Burwood brand.
Managing Director John Nettleton says, ‘Our controlled business diversification and growth within our home fragrance and toiletries markets is a result of nothing more than an outstanding team of designers, product development partners, marketeers and of course our loyal customer following, which seems to continuously appreciate and buy into our new launches.’
New international exhibitions for 2012 in Ashleigh & Burwood’s marketing calendar include shows in Australia, Brazil, Spain, Germany and Japan. Key branded Ashleigh & Burwood stands can be seen throughout the rest of this year at Harrogate, Dublin, Frankfurt, Paris and of course Birmingham - Autumn Fair.
Ashleigh & Burwood’s end consumer marketing programmes have also taken off, with the use of an external PR agency who is expert in the field. This initiative serves to significantly broaden consumer awareness, and hence demand. Product will be featured in the high end consumer magazines and newspapers.
Marketing Manager, Deborah Bettinson said: ‘A critical part of our heightened marketing communications strategy is a series of press events and corporate launches. Our aim is to dramatically build an overall familiarity amongst the end consumers, on a UK-wide and international scale, which will generate an ever increasing growth in demand for the products, as well as an inherent trust and brand loyalty. Next year, 2013, marks our 20th Anniversary, which we very much hope to celebrate, enjoying the successes resulting from our business and media partnerships.’