Crafters

Scent in Motion: Ashley & Co. and Volkswagen NZ Announce Partnership

Lomas Kerr PR media release - 11th August 2025

Two iconic brands known for thoughtful design, innovation, and everyday utility - Ashley & Co. and Volkswagen New Zealand - proudly announce a partnership that celebrates modern living, movement, and the moments in between.

The partnership sees Volkswagen New Zealand powering the Ashley & Co. team with a 100% electric, Volkswagen ID.5 fleet and ID. Buzz, supporting their day-to-day movement as they craft and deliver scent-driven experiences across Aotearoa.

Ashley & Co. joins the Volkswagen family, enhancing the in-car and showroom experience with scent-led storytelling, immersive activations, and curated Ashley & Co. scent packs for customer gifting, bringing moments of joy into their every day.

Known for their considered design, botanical formulations and unique scent, Ashley & Co. has become a fixture in New Zealand homes, delivering an elevated presence through their daily-use products.

“At Ashley & Co., we believe in the power of scent to turn the ordinary into something memorable,” says founder Jackie Ashley. “With Volkswagen as our vehicle partner, we’re able to take that philosophy on the road, and in turn, bring a little calm and character to their customer journey through scent.”

The partnership holds personal significance for founder Jackie Ashley, whose car in her early twenties was a Volkswagen Polo, sparking a lifelong affection for the brand. For the Ashley family, Volkswagen has been a constant companion on life’s journeys, making this collaboration feel not just aligned, but deeply familiar.

For Volkswagen New Zealand, this partnership builds on a legacy of emotional connection and memorable experiences with their customers.. Known globally as “the people’s car”, the brand is woven into cultural memory; from music and film to movement and milestones. In New Zealand, Volkswagen’s mission is to create moments that make people feel good, with vehicles that become part of the family, handed down through generations, named, celebrated, and cherished.

Helena Schultz, Head of Marketing at Volkswagen New Zealand shared, “We wanted to further elevate the experience of owning a Volkswagen and saw an opportunity to do this with Ashley & Co. Having a scent profile in our dealerships and as part of our customer gifting programme, we aim to bring a sense of calm and a touch of luxury into our dealerships and the everyday drive.”

As Ashley & Co. approaches its 20th anniversary, this partnership paves the way for an exciting new chapter, one that explores how elevated essentials and sensory design can enhance not only the spaces we live in, but also the journeys we take.

ENDS.

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For any press enquiries:

India Swney

Spokesperson – Marketing

E-mail: iswney@volkswagen.co.nz

© Volkswagen New Zealand 2025

Disclaimer by Volkswagen

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