After more than 20 years in the market, homewares manufacturer Ashdene shows no sign of slowing down with the launch of 15 new collections.
According to marketing and procurement manager, Lynne Bertalli, the new ranges are a result of Ashdene investing heavily in product development, exploring new opportunities and following market trends.
“Many of the new ranges are aimed at a younger market, while we still endeavour to keep our traditional customers excited with new collections,” she says.
“Collections like Ruby Red Shoes, Twigseeds and Bloom Beautiful are aimed at different customers compared to previous collections, while Dairy Belles, Endangered Species and Australia Down Under are fresh approaches to traditional markets.”
Bertalli also notes that kitchen stoneware and textiles have become increasingly important categories for the brand, alongside its traditional ceramic collections.
The design work on the new ranges has been sourced from local and international artists, including Australian illustrator and author Kate Knapp who designed the children’s Ruby Red Shoes and Twigseeds collections.
Other key ranges include My Metallics by Lauren O’Brien, a contemporary collection with inspirational quotes; Harvest Kitchen Stoneware by Daniella Germain with a bright vegetable pattern; and Australia Down Under by Longina Phillips Studio.
The Australia Down Under collection—which features watercolour illustrations of flora, fauna, landmarks and icons of each Australian state and capital city—was inspired by a need to create a modern Australiana range to cater to domestic and international tourists.
“Ashdene identified that there has not been a lot of fresh new designs created for the tourist market in recent years,” says Bertalli.
“Travel overseas has become less affordable and many Australians are choosing to holiday domestically. Australia is also an attractive destination for overseas tourists with the drop in the Australian dollar, and we have many baby boomers travelling around the country spending the kids’ inheritance.”
With the number of new ranges released there is bound to be something for every customer, and Bertalli says Ashdene has received “a fabulous response” to the new collections along with strong sales.
Most new ranges are available now, with Twigseeds, Ruby Red Shoes, Dairy Belles, My Metallics and Bloom Beautiful landing in the first week of October.
By Ruth Cooper
