Gifts Today Home Fragrance Supplement 2024

Home fragrance is an exciting and dynamic sector of the gift industry. For this annual supplement, we’ve spoken to leading suppliers to discover the latest insights, launches and innovations to help you stay on top of this strong and growing market.

There are some fabulous products at all price points to share with your customers, and we highlight many of them within these pages - and check out Candlelight Products’ special offer exclusively for Gifts Today readers on page 17!

As well as rounding up all the best new lines out there, we’ve talked to some amazing people in the process of putting this publication together, such as former John Lewis home fragrance buyer Sara Allbright - now a director and co-founder of Retail100 Consulting - who shares her views.

We’ve also quizzed a dozen indies to find out what products they stock and what’s selling well for them at the moment, to give you an up-to-date overview of the current home fragrance retail scene across the UK.

So why not take the time to light your favourite fragranced candle, pour a glass of something chilled, relax, and enjoy our snapshot of this fascinating and ever-evolving category!

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Marian McNamara Marian@lemapublishing.co.uk

Editor Clare Turner Clare@lemapublishing.co.uk

Layout/Design

Rick Vickers rick@lemapublishing.co.uk

Managing

Mark Naish mark@lemapublishing.co.uk

Production

Paul Naish paul@lemapublishing.co.uk

Design-led Homeware since 1972 Candlelight Products Ltd, Ustan House, Waddington Way, Aldwarke, Rotherham. 01709 723000 | contact@candlelight.co.uk | |www.candlelight.co.uk

For over 52 ye ars, Ca ndlelight Products has been the go-to name in home fragrance across the UK and beyond. With a rich histor y and unparalleled expe rtise, we specialise in craf ting signature scents and design led packaging, at ve ry keen price points. From own brand services for multiples to a tailored for independent retailers, we of fer a compre hensive solution.

With a low minimum order value of just £100, it’s easier than ever to get your hands on our fabulous fragrance. Plus, for our UK & Ireland customers, we of fer the added be nefit of carriage paid at £250, ensuring a seamless and cost-effective shopping experience

Please contact our sale s team contact@candlelight. co.uk or call 01709 7230 00 for further information.

Design-led Homeware since 1972

Scent appeal

Sandra Powell, owner of The Candle Tree in Gloucester, shares her home fragrance story with Clare Turner

The Candle Tree originally opened in a small unit within a craft centre in the Forest of Dean back in 2015. Two years later we moved to larger premises (with 56.6sq m of retail space) in Gloucester.

We’re right next door to the most visited place in the city: Gloucester Cathedral. My client base is split about 50:50 between international tourists and national visitors, and returning customers: my regulars.

Home fragrance is a very important part of our o er - and our top-selling category. As the shop has evolved, other products have been added, so customers can not just

purchase a candle or reed di user but perhaps also choose from a collection of complementary add-on items, for gifts or self-purchase. This creates a little bit more interest.

So we also stock jewellery, soaps, hand creams, bath & body treats, ladies’ vintage-inspired nightwear, scarves, slippers, bamboo socks, glassware, cushions, loose leaf teas and teabags (presented in traditional or vintage style tins or caddies), and bone china mugs.

For home fragrance, our best sellers are candles, closely followed by reed di users.

The main company we deal with is St. Eval. We’ve stocked its candles and di users from day one. The packaging and branding is perfect, the customer service is superb - and it’s a certified B Corp with products inspired by nature, which is really important to me.

Our newest arrival is St. Eval’s Lamorna collection, which has absolutely beautiful fragrances such as Orange Blossom and Sandalwood & Cedar.

Then there’s The English Soap Company. We mainly sell its soap bars but its candles are doing really well. Its Signature Lemon and Mandarin Scented Candle is very popular - we sell loads. It’s such a bright, zesty, Sicilian lemon and sweet orange blend, which customers love.

In addition, we have occasions scented candle tins from Lily-Flame, which are easy gifting options for

“Home fragrance is a very important part of our o er - and our top-selling category”

customers. We stock Lily-Flame’s wax melts too.

Nathalie Bond also has very good candles, essential oils, and home mists. In fact, these aromatherapy mists, which are made with pure essential oils, are a top seller.

Best-selling scents so far this year are Bay & Rosemary and Tranquillity from St. Eval, and Lemon & Mandarin from The English Soap Company.

But as the seasons change, di erent fragrances become more popular, such as orange and cinnamon in autumn because they’re warm, cosy scents. In spring, more zesty scents like citruses do well.

When it comes to displaying home fragrance, I like to bring the same brand’s products together where possible, for shoppers’ convenience. So if a customer likes Bay & Rosemary from St. Eval, for example, the tealights, candle tins, and reed di users will all be in one place, so it’s easy to choose. In some other areas, I combine by colour, and have an attractive display that suits that scheme.

There is an electric aroma di user

on my counter and I change its essential oils (from Nathalie Bond and Bloom Remedies) daily, so the shop is fragranced constantly. Customers open the door and say, “what’s that beautiful scent?”. And it’s not just ladies, it’s gents as well, which is lovely. People also take the lids o candle tins and say “hmm, that’s me, that’s what I want”.

That’s the benefit of a bricksand-mortar store. You can walk in, see (and smell) what you like, make a decision there and then, and know it’s the candle for you!

You literally inhale the fragrance and it can transport you to a di erent place and time. Some customers say, “oh, that brings back memories of my childhood”, or “that reminds me of when I was on holiday a few years ago”. I think scent is amazing - it’s very evocative and powerful.

So then you want to go back to your home that is beautifully scented with a fragrance that means something to you. Candles and reed di users are an a ordable way to feel that little bit extra special, every day of our lives.

Incense Sticks, masterfully hand-crafted from natural ingredients

At Autumn Fair 30th August – 4th September. Hall: 20 Stand: 20A03

T: 07742401079 | E: hello@templeofincense.com | www.templeofincense.com

Let’s focus on... fragrance

Former John Lewis home fragrance buyer

This year sees some notable home fragrance brands celebrate key milestones. In the UK, Arran Sense of Scotland is marking 35 years, and US brand Voluspa is passing its quarter of a century. So what is it about these brands (and others) that enables them to achieve such longevity?

In many instances, they have a range or a scent that has stood the test of time and remains a key bestseller.

In the case of these two brands, I would firstly highlight ‘After the Rain’: a scent I’ve known and associated with Arran for years.

The company describes it as a warm and inviting aroma ‘that will captivate your senses with its elegant floral and citrus blend of lime and rose... fused with a smooth sandalwood fragrance and our very own freshwater’, designed to ’transport you to the serenity of a summer garden on the Isle of Arran following a rain shower’.

It’s an exemplary fragrance that does indeed evoke the freshness of post-rainfall and, in turn, creates a connection and emotional attachment with the consumer.

For Voluspa, it would be the Japonica range (billed as ‘a sensual soirée of honeyed amber resin, velvety woods and the rich incense

of smouldering vanilla orchid’), and its approach of having a much more decorative vessel to engage and appeal to the consumer - backed up with key scents that have remained with the brand over time, such as Baltic Amber.

So, as a retailer, what else should you look out for from brands (whether they are new on the scene

purchasing from your customers?

In a crowded sector like home fragrance, a good brand (new or old) will be innovative and respond to changing market trends and influences. A case in point in the candle market is the growth of refills.  Brands that will win here understand that while repeat purchasing is an integral part of the

“A good brand will be innovative and respond to changing market trends and infl uences. A case in point in the candle market is the growth of refi lls”

or more established) to gauge whether they will be around for a while, and can grow with your business and encourage repeat

business, they can o er the growing number of consumers who want to be sustainable a better option than having to replace the whole candle.

Sara Allbright is a director and co-founder of Retail100 Consulting, which is a consultancy firm with 100 years of retail experience that helps retailers and brands grow.

Prior to Retail100 Consulting, Sara worked in buying roles at John Lewis & Partners for 18 years, predominantly for home and seasonal categories, including eight years leading gift and home fragrance buying.

She specialised in brand relationships and growing small emerging brands into market leaders. Sara is also experienced in own-label sourcing across multiple categories and countries.

Email: hello@retail100consulting.co.uk

Visit: www.retail100consulting.co.uk; www.linkedin.com/company/retail100-consulting

Early adopters of new product types, and those that invest time and marketing in engaging consumers on how to use them, are also ones to watch.

In recent years, ultrasonic di users have proven a great example of how a new way of di using and using scent in your home has really resonated with consumers - once presented and engaged with by key brands in onpoint marketing campaigns.

It’s a fine line though, as some new ideas simply end up being too gimmicky. And while they might have an initial sales peak, or trend well on social media, they often don’t get the repeat self-purchase and gift buying that a brand needs to give it staying power - not only in the market, but in your shop too.

L-R: Sara Allbright, Anna Berry, Neil Amer and Elaine Hooper

power to personalise your fragrance depending on your mood - really puts the consumer in control.

I strongly believe the major product trend is with wax melts, with the majority of home fragrance companies developing their own styles to fit with their brand identities.

Ask the Agent...

Steve Powell shares his knowledge, advice and observations as a sales agent specialising in home fragrance and gifts

My home fragrance journey started more than two decades ago in 2002, and has taken me on a tour around the UK over the years to some of the country’s leading candle manufacturers.

I worked for Colony Candles and Wax Lyrical, and then Ashleigh & Burwood, in a variety of roles from area sales manager to key account manager and then national sales manager. In 2021 I became a selfemployed sales agent, and today I represent the new and growing home fragrance brand Henry & Co.

From my observations, candles and reed diffusers are still very much the driving force in the UK’s home

fragrance market. However, demand is growing apace for wax melts, which have been around for some time now, with two large foreign multinational brands dominating the early years in this sector.

Now, with the surge in exciting new UK candle manufacturers, and the diversifying portfolios of existing brands, home fragrance lovers are increasingly being drawn to the wax melt as a more versatile and ecofriendly fragrancing vehicle.

Being able to change fragrances quickly, easily and affordably from one day to the next - with the added bonus of the ability to blend your own fragrances by melting two different scents together, and the

faraway destinations and memories.

As for styling home fragrance in-store, displays have been pretty consistent over the years. Products have either been presented on tables or wall units with shelving, or in display units - often provided by suppliers.

But there has been a concerted

“Candles and reed diffusers are still very much the driving force in the UK’s home fragrance market. However, demand is growing apace for wax melts”

When it comes to scent trends, sustainability, wellness and personalisation are becoming increasingly important for consumers when choosing fragrances. So soy wax, and natural fragrances that are kinder to the planet and the home environment, are key drivers.

Aromas comprising fruity florals, citrus, amber and woody notes are particularly forecast to be important as we move through this year and towards 2025.

Henry & Co. has tapped into these trends perfectly with its fragrance palette, particularly the new 2024 releases of Mango Nectar and Soft Vanilla, which capture the essence of warm summer days and long balmy summer evenings. Woodland Retreat and Dark Honey & Tonka also capture nature lovers’ woody and amber notes perfectly, while the uplifting Lemongrass & Ginger and White Jasmine & Bergamot transport you to

move away from supplier fixturing by retailers who want to create their own store identity, and there is now more of a focus on retailers’ own fixturing and display style.

Visual merchandisers or sales personnel (both employed by the suppliers or the retailer in the store) have become very important in creating identities and positioning products in an appealing way to maximise consumer interaction.

Notably, the home fragrance brands that are doing best make sure that fragrance testers are provided, so consumers can smell the products before they buy.

However, the key to this is maintenance. In my view, the best examples are from suppliers that have a team on the road that looks after and maintains retailers’ displays, and ensures that stock, testers, and samples are reordered on a regular basis.

His principals are Henry & Co., Herdy, Acctim, Global Journey, and Edinburgh Natural Skincare Company. Call: 07931 153730

Email:stevepowell@stevepowellagencies.com

Steve Powell is a sales agent (owner of Steve Powell Agencies) who covers the Wales and Midlands area and a selection of regional and national accounts.

“Our fragrancefilled journey”

2024 is a very special year for Enesco, as the gift giant celebrates its 30th anniversary. Trade marketing manager Aylish Ellwood discusses the company’s home fragrance portfolio with Gifts Today

Since early 2023, Enesco has been the exclusive distributor of three Newell brands - Yankee Candle, WoodWick, and Chesapeake Bay - to independent retail. The new additions have strengthened Enesco’s growing home fragrance portfolio, which also includes Eau Lovely, herb Dublin and Irish Botanicals, which has allowed Enesco to become a major supplier of this fast-growing and exciting category.

Enesco’s trade marketing manager Aylish Ellwood said: “We are delighted to be continuing our fragrance-filled journey with such great brands - all with something di erent to o er consumers as they continue to invest in their homes and wellness. Home fragrance products are multifaceted, being the perfect gift for many. Products of great quality can allow interiors to flourish by bringing a di erent story to every room in the house. They can also enhance wellbeing and evoke memories through truly immersive experiences.”

The impressive home fragrance portfolio includes:

Yankee Candle

Yankee Candle is a leading brand in the home fragrance industry, known for its extensive range of high-quality scented candles which o er a diverse array of captivating fragrances. With a rich heritage dating back to 1969, Yankee Candle has a wide range of scented candles and accessories that have become a staple in households worldwide.

Find an oasis this Spring/Summer with the new Yankee Candle collection: Under the Desert Sun. Available now, brighten your home with fragrances that exude memories of warmer days and summer fun with this new collection.

Inspired by the unique beauty of the desert, the designs help you escape the ordinary and satisfy wanderlust, immersing your home in sun-drenched scents and featuring exotic fragrances such as saguaro cactus, aloe and blue lotus, as well as soothing lavender and eucalyptus.

The range is available in a selection of sizes in the new Signature designs, including large and medium jars, wax melts and mini filled votives.

Chesapeake Bay Candle

Providing a unique and immersive olfactory experience that brings the essence of Chesapeake Bay into homes, this collection of sophisticated scents is inspired by the natural beauty and tranquillity of the Bay [which is the largest estuary in the US]. Each candle evokes a sense of serenity and relaxation.

Experience a fragrance-filled journey into wellness. From the first lighting, you will be inspired; the mood-enhancing fragrance, infused with essential oils and the softly coloured frosted glass, creates a peaceful, spa-like feel. And the wood style lid adds a comforting element, making this candle a beautiful gift for others or yourself.

WoodWick

Expertly crafted using a blend of high-quality soy wax and essential oils - ensuring a clean and long-lasting burn with minimal residue - WoodWick creates multi-sensory experiences that add a personal, elegant finish to your home.

With a wide range of new and sophisticated fragrances available, from rich fantom cherry to fresh hypnoflora, WoodWick candles are presented with distinctive wooden wicks and premium designs, providing a unique experience to indulge the senses.

The patented wick designs create a beautiful even burn and evoke the soft sounds of a crackling fire, while the trend-forward fragrances create an atmosphere that feels tailor-made.

Eau Lovely

Packaged in chic and sustainable materials highlighting positive affirmations, the Eau Lovely collection is a luxurious assortment of home fragrance products that elevate any space with captivating scents and elegant design, built to encourage people to live their happiest, most positive lives possible, focusing on wellness.

Designed by Rachel McCann in Dublin, the collection consists of a selection of heartwarming, beautifully fragrant 100% soy wax candles, reed diffusers and gift sets, all made in Ireland.

Eau Lovely Candles include quartz gemstones such as rose quartz, the stone of universal love. It restores trust and harmony in relationships, encouraging unconditional love. The 7 Chakras Box of Positivity gift set was the winner of the Health & Wellbeing and Accessible Gifts category of The Gift of the Year Awards 2024.

herb Dublin

Believing that natural is always best, herb Dublin is for understanding the importance of relaxation, detoxification and life happiness. Handmade in Ireland, the collection consists of candles, diffusers and bath and body products which support this.

From aromatic blends of mint and eucalyptus to soothing lavender and rosemary, herb Dublin offers a variety of fragrances to suit different preferences and moods.

The herb Dublin Seaweed Hamper was a finalist in the Beauty, Bath & Spa category of The Gift of the Year Awards 2024.

Irish Botanicals

Presented in gorgeous gift packaging, the Irish Botanicals range is fun, fabulous and affordable! This luxurious range celebrates the natural beauty and botanical richness of Ireland.

Crafted with care and precision, each item is infused with exquisite scents inspired by the lush landscapes, fragrant flowers, and verdant gardens of the Emerald Isle. From the crisp scent of green moss to the sweet aroma of wildflowers, the Irish Botanicals collection captures the essence of Ireland’s diverse flora and fauna.

Using high-quality soy wax and essential oils, each fragrance is available as both a candle and diffuser, bringing a touch of Irish charm to every home.

From Nashville to Edinburgh!

Paddywax

Paddywax opened their second UK Candle Bar in Edinburgh this month as their candle workshop business takes o , and they would love their independent customers to join them and get to know more about what makes their candles so special.

Thoughtfully designed and poured with love in Nashville, Tennessee, Paddywax are best known for their unique, on-trend and giftable candle vessels with something for everyone.

Paddywax started “burnin’ wicks in ’96” and was founded on the same principles by which they operate today: they dare to be di erent and bring a unique style, a sense of fun and innovation to the home fragrance category.

Always hand-poured with clean-burning soy wax, Paddywax’s candles are vegan - and they have a concept of crafting premium, natural candles that are designed to be repurposed and live on in the home long after burning. Every product Paddywax make is designed and sourced with intentionality. They start with a story and build around it, to create collections that add warmth and nostalgia to your home.

In January, Paddywax launched their most successful collection ever, which sold out almost immediately - and is due back in to stock in June, with two new additional fragrances and designs planned for Autumn.

The stunning “a dopo” collection was inspired by the Mediterranean, with quirky illustrations hand-painted onto ceramic vessels and filled with seven stunning fine fragrances, including their bestselling scents Lush Palms and Cactus Flower.

Following on from the phenomenal success of their Cowboy Boot Match Holders, they also launched a quintessentially British version this year in the shape of Wellington Boots! The glossy ceramic Wellingtons come with 25 safety matches and a striker on the sole.

In the past few years, Paddywax’s Ceramic Incense Houses have been a huge success for Christmas. So they have also decided to develop and launch a range of collectable incense houses that comes with 20 incense cones and a tealight. Available in six new options, there’s an iconic Amsterdam Townhouse, Nordic A Frame, Sante Fe Adobe, English Cottage and two winter chalets.

Paddywax will be at Home & Gift, Autumn Fair, Top Drawer, and Maison & Objet over the next months - so be sure to pay them a visit.

Call: 01225 931322

james@dw-collective.com

SEASONAL by

The new look Seasonal collection - pared-back, timeless design in sustainable packaging that comes from renewable and responsibly manged forests, that can be recycled over and over again. The new considered gift packaging is printed with veggie-based inks, made here in the UK, reducing the carbon footprint and each box is FSC certified.

As a brand we are committed to making small sustainable steps, that make a big di erence when creating our products as well as making them smell divine! The Seasonal scented boxed candles & tins are hand poured with 100% vegan friendly soy wax, and all our vessels are fully recyclable. We continue to create and proudly manufacture here in Britain.

Scents: Festive Wishes | Cosy Vibes | Frosted Woods

Visit us at Harrogate Home & Gift Stand No. DP1-B05

020 8595 8878

stoneglowcandles.co.uk

trade@stoneglowcandles.co.uk

Candlelight Products enhances brand visibility Shine bright:

For more than 52 years, Candlelight Products has been a go-to name in home fragrance across the UK and beyond. Marketing director Kate Winch and new business development manager Tommy Bartles talk about the company’s plans to expand its brand footprint

With a rich history and admirable expertise, Candlelight Products specialises in crafting signature scents and design-led packaging at very keen price points. From own-brand services for multiples to a branded range tailored for independent retailers, Candlelight Products offers a comprehensive solution.

As a brand in its own right, Candlelight Products has solidified its position with a strong hold in the industry, backed by a robust reputation for quality and innovation.

Marketing director Kate Winch says: “Our products boast an impressive selling rate, indicative of their widespread appeal and enduring popularity among consumers. By choosing to stock Candlelight Products, you align your shelves with a brand that not only sells well, but ensures repeat purchases and fosters brand loyalty.”

She adds: “Stocking Candlelight Products’ home fragrance is a smart move for retailers looking to boost profits. Our irresistible range, at a keen price point, creates a winning opportunity to enhance your product range and increase your bottom line.

“Candlelight Products is ramping up its brand promotion efforts with a strategic focus on national advertising. By investing resources in targeted campaigns across various platforms, we aim to bolster brand recognition and engagement.”

Candlelight Products currently offers a practical FSDU, pre-filled unit ready to display, available in its Apothecary and Opulence home fragrance collections. Customers can make fantastic savings on buying in this way, saving on space, time and merchandising. This offer can now be used with any of Candlelight Products’ ranges, and there is a variety of units available free of charge, to display and merchandise the company’s products.

In a strategic move to expand its brand footprint, Candlelight Products has

introduced a new marketing and concessions package, available to customers who wish to stock the brand.

This comprehensive package equips retailers with everything they need to showcase Candlelight Products’ range effectively. From full point-of-sale marketing packs to customisable display units, retailers can create a fantastic shopping experience to captivate consumers and drive sales.

Quality and innovation is at the forefront of everything Candlelight Products does. Each product is meticulously crafted, utilising cost-effective ingredients without compromising on quality. All fragrance contains a higher percentage of fragrance oil compared with industry standards, all whilst prioritising sustainability initiatives.

As Candlelight Products celebrates more than five decades of excellence, it remains committed to shaping the future of home fragrance. With a focus on sustainability and customer satisfaction, this supplier is poised to continue illuminating homes with the warmth and beauty of fragrance for years to come.

To enquire about stocking Candlelight Products’ home fragrance range, contact new business development manager Tommy Bartles.

Call: 01709 723000

Email: contact@candlelight.co.uk

Visit: www.candlelight.co.uk

FSDU Flash Offer!

To honour Candlelight Products’ new prefilled Free Standing Display Unit (FSDU) launch, available in both the Apothecary and Opulence ranges, the company is running a limited-time flash promotion.

In a special offer exclusively for Gifts Today readers, Candlelight Products is offering a 15% discount on each fullyfilled FSDU, reducing the price from £599 to £500. Checkout using the discount code of FSDU15 via Candlelight Products’ website at www.candlelight.co.uk or call your sales team on 01709 723000.

“As Candlelight Products celebrates more than five decades of excellence, it remains committed to shaping the future of home fragrance”

Lesser & Pavey

Talking scents

Lesser & Pavey

Lesser & Pavey’s Desire Reactive Glazed Candles and Di users come in three fragrance options: the tranquil Cashmere & Silk, the earthy Amber & Sandalwood, and the passionate Oud & Bergamot aroma. Each scent is reflected in the colour selected for its reactive glazed ceramic vessel.

The candles o er 45 hours or 60 hours burn time, while the natural wood reed di users are available in 100ml and 200ml sizes.

As always, Lesser & Pavey’s premium gift boxes encapsulate these fragrance treasures with foil embellishment, and a fragrance smell test features on the side of the di users.

Bring on the bling with Desire Diamanté

A firm favourite with buyers, Lesser & Pavey has added to this sparkling range with the latest version of the Desire ‘Bling’ Diamanté, with the number one fragrance of Pomegranate Noir.

This range is available in three sizes -100ml, 200ml and 500ml - with a reed di user. The candles and di user come together to form exquisite gift sets, with sets of three 50ml di users and two sizes of diamanté encrusted candles with lids.

Add a natural touch with Desire Pampas Di users

The new Desire Pampas Di users are perfect for reflecting the home décor scene, with neutral colours and nature at the forefront of design.

There are two sizes of di users in this range: 100ml and 200ml. Each fragrance bottle comes with natural sprigs of pampas and natural wooden reeds.

The fragrances o ered include Cashmere & Silk, Vanilla & Anise, Pomegranate Noir, and Lavender Fields.

Call: 01322 279 225

Email: sales@leonardo.co.uk

Visit: www.leonardo.co.uk

Taking a green approach

Xystos Flame and Fragrance

Xystos Flame and Fragrance is working to become green and supporting climate change with its new brand launch: Naked Cello.

Head of sales Paul Travis says: “The wax melt sector of the fragrance world continues to grow exponentially rapidly, approaching traditional candle sales. Naked Cello is an artisan range of wax melts and porcelain tealight burners.

The soy melts, with botanical artisan decorations, are packed with fragrance and combine the elegance of soy wax with the natural beauty of botanicals. Crafted with care and attention to detail, they are presented in conscious packaging which is fully recyclable, with our kraft card boxes and small PET window only on selected lines.

The Naked Cello wax melts are available in ‘Pick and Mix’ with 12 ‘Mix & Muddle’ fragrances in display boxes of 100 units, supported by full POS and wooden display stands where required. There are also ‘Easy to Go’ pre-packs of six di erent fragrance melts in two variations. In addition, we o er the full retail solution with our porcelain tealight burners, which are inspired by the animal kingdom and contain meaningful sentiments.

The Naked range brings both influences together to blend seamlessly with any home. The launch range is focused on the elephant family, with penguins to come for winter. Naked Cello soy wax melts work well with the entire Cello range, including Plug In Porcelain Burners and our Electric Melt Burner range, where we have porcelain, glass and metal options.

Xystos Flame and Fragrance o ers the complete fragrance solution to retailers. Our extensive range includes Ultrasonic Di users, Reed Di users and Convection Candles.

For further details, please contact the sales o ce and they will organise for an area sales manager to call and present the whole range. You can also visit our trade website for more information.’

alchemy in a stick Artistry and

Temple of Incense

Incense sticks have been used for centuries in religious and spiritual rituals, aromatherapy and holistic healing, as well as mindfulness and meditation practices, yoga sessions, and for general aromatic purposes - leading to premium and luxury segment growth.

The Temple of Incense story began in 2012 at a market stall on Portobello Road, when two sisters from London - Simi and Sam Aydee - set out to deliver world-class natural incense to homes across the UK and international markets. The ritual of burning incense is ingrained in their lives.

From classic Indian masala, to unique, artisan signature scents, Temple of Incense masterfully creates fresh and diverse templegrade incense sticks, resins, oudh and oils for every occasion.

Each box contains 20 luxury, ethically hand-crafted incense sticks, produced from the best quality oils and resins, sourced locally and from around the world. The clean, minimalist packaging reinforces the premium luxury positioning of the range.

Aromatic preparations range from Oriental, floral and woody scents (along with incredible hints of spice and resin) to uplifting original combinations. The scents are based on emerging fragrance trends, while still honouring the heritage and tradition of incense.

Temple of Incense co-founder Sam Aydee says: “Our latest introduction is Bulgarian Rose & Oudh. A luxurious Arabian Oudh and Bulgarian rose, attar style, soaked into real halmaddi and woods, it’s big, bold and in-your-face sexy! Customers have referred to it as a ‘heady and powerful’ addition to the Temple of Incense range. It’s a delicious fragrance and a little burn goes a long way, so it’ll last.”

Bulgarian Rose and Oudh has broken all sales records to become the most reordered Temple of Incense fragrance.

Not only is the tradition of authentic incense sticks honoured, but Temple of Incense also offers a range of traditional and contemporary sculptural stick holders and bowls, meticulously hand-painted with vibrant colours which depict traditional patterns from Kashmir.

Call: 07742401079

Email: hello@templeofincense.com

Visit: www.templeofincense.com

Discover the world of fragrance

Stoneglow Candles

Stoneglow Candles is optimistic for Autumn/Winter 2024, launching more than 100 new lines. Commercial director Louise Dooley says: “Stoneglow has been overwhelmed with requests for gifting, so we have created gift sets within our leading collections - Seasonal, Modern Classics, and Elementsideal for special occasions and the Christmas season.

Seasonal

New for 2024 is Stoneglow’s Seasonal Collection, available in three festive fragrances for the holiday season. A wide selection of products in hygge style Kraft packaging are o ered, from great stocking fillers such as botanical soy wax cubes, home mists, and tin candles, to traditional giftpackaged candles and reed di users.

The company has included gift sets in the range: a votive candle and 50ml reed mini di user & votive set, a mini candle gift set, and a mini home mist collection, to create the perfect Christmas fragrance experience.

Modern Classics

The bestselling Modern Classics collection comes in 10 captivating scents, including soft pastel coloured soy wax melts, gift-packaged in iconic Modern Classics packaging.

Stoneglow’s new gift sets are a Ceramic Wax Melter & Soy Wax Melt Bar Discovery Set, and a gift set with a full-sized 120ml reed di user, votive candle and mini home mist, in four classic scents.

Two Mini Home Mist Collections have been added to the range, each containing five 15ml mini home mists, fragranced with a series of five Modern Classics scents. The collection also includes a Bath & Body range, with new Hand & Body Wash & Lotion Gift Sets in four fragrances.

Elements

The Elements Collection includes soy wax gift-boxed candles, reed di users/refills, and reusable gel candles. It o ers eight fragrances, individually selected for the character of their elemental name - inspired by ancient ideology that each element has a relationship to life and nature.

New to the range is the Botanical Soy Wax Melts Discovery Set, which contains eight soy wax discs with botanicals placed by handone of each of the collection’s fragrances. Completing the collection are new stunning botanical pillars, where each candle is unique, with botanicals placed by hand.”

Call: 020 8595 8878

Email: admin@stoneglowcandles.co.uk

Visit: www.stoneglowcandles.co.uk

Exciting new fragrance launches

Manor House

Manor House managing and creative director Darren Ellis says: “With 2024 almost halfway over, we’re delighted with how the year is progressing. As we look ahead to Christmas, we have welcomed an amazing new Italian distributor on board, and the first very substantial orders are selling out before they even arrive.

We’ve expanded our already large fragrance o ering with new launches including Berries, Grapefruit & Cedar and Raspberry & Pink Pepperwith more exciting scents due to be added in the summer. These will complement last year’s launches of Antibes, Mustique and Portofino, all of which have sold very well.

Last Spring’s launch of Soy Wax Candles in Tins (silver tins for year-round and gold for Christmas) have sold beyond all expectations, and are fully available in all 32 fragrances that we are now o ering.

Our new 2024 collection encompasses 32 gorgeous fragrances to choose from - which is our largest o ering to date. And we are in the process of creating new fragrances to continue to add to the collection.

The fact that our products are handmade in England is what so many stockists want. Our pot pourris are all designed in-house using the finest botanicals available to purchase, fragranced using high-end oils, and then finished with individual flowers, petals and seed pods. Every box and bag is then hand-tied ready to display. Our fragrance oils are great for refreshing pot pourri, or for traditional and even electric oil burners, and these remain one of our top-selling products.

Our Botanical Candles have again sold far more strongly than expected. Being available in four sizes, from small single wicks to extra large luxury 5 wick versions, enables stockists to build a stunning collection.

All our Botanical Candles are produced using the highest-quality waxes and fragrances to match with the pot pourris. Hand-placed flowers and seed pods are added before hand-wrapping and tying. Our glass candles are simple and stylish and o ered in matching gift boxes - again, ready to display.

Our Reed Di users, Di user Refills and Room Sprays are hand-poured with a high percentage of fragrance, before being boxed and again, tied by hand to complete the collection.

Many also include our newly relaunched luxury hand wash and moisturisers, which o er a practical and useful addition. All the lotions are created bespoke for us: they are not tested on animals and are safe to the environment and are not harmful in any way.

Our Drawer Liners are also hand-printed and infused with fragrances, along with our triple fabric bags and cushion stacks - all for use in clothes drawers and wardrobes to gently fragrance.

Our Facebook page (Manor House Home Fragrance Ltd), Twitter account (@ ManorHouseHome1) and Instagram account (Manorhousehomefragrance01) link our business with our retailers and final-end customers and clients, and are gaining many followers and numerous positive comments.

Finally, our Private Label Home Fragrance is increasing dramatically year-on-year, and we are currently working with more and more leading retailers to produce private label collections incorporating clients’ thoughts and ideas, fragrances, and branding, to offer bespoke and unique one-off collections. We also now offer a standard selection of on-the-shelf gift boxes in various colourways to suit the slightly smaller retailers.”

Call: 01359 250720 | Email: sales@manorhousehomefragrance.co.uk

Visit: www.manorhousehomefragrance.co.uk

Environmental kindness from cards to candles

Cinnamon Aitch

Greeting cards company Cinnamon Aitch stepped into the home fragrance market in 2020 with a range of handmade and environmentally kind eco soaps to complement its awardwinning greeting cards.

Since then the range has grown, and the company now produces hand-poured, soy wax candles and handmade lip balms to sit alongside the soaps. All are packaged in natural materials, with contemporary designs that have become synonymous with the brand.

There are 48 gorgeous everyday designs of the vegan soap bars - which do not contain palm oil, plastics, parabens or SLS and are made entirely in the UK. Each bar is carefully enveloped in greaseproof paper, and wrapped in a pretty paper sleeve by hand. Most are tied with jute, and finished with a recycled tag and bespoke little wooden flower. Cinnamon Aitch recently extended the range into eight designs for dogs, which have proved popular as lovely eco gifts for our four-legged friends. Each little dog soap is tied with a wooden bone and can be supplied in an eco-display unit that fits all eight designs in threes.

With a similar ethos, Cinnamon Aitch produces a fabulous range of environmentally kind, hand-poured, soy wax candles which are packaged in a custom-printed box. And, like the soaps, they are tied with jute and finished with a tag and little wooden flower. Each candle is made from sustainable and ethically-sourced soy wax and is clean burning and low in soot.

With co-ordinating cards, some artwork has been sensitively translated into 100% natural lip balms which receive the same packaging treatment. There are gift bags and sheet wrap to co-ordinate, proving there’s no end to the loveliness!

There are also co-ordinating seasonal home fragrance products, which are perfect little gifts for Mother’s Day and stocking fillers for Christmas.

In season…

Henry & Co.

As warmer days arrive, consumer buying habits change - and this includes their choice of fragrances. New for Spring/Summer 2024 is Mango Nectar, a scent that captures the unmistakable fragrance of fresh, mouth-watering mango with a blend of mango, passionfruit, vanilla, and musk. It’s a smooth fragrance, yet it delivers a vibrant aroma. This new scent of summer is available in wax melts, candle and reed di user formats.

Henry & Co. is also adding a touch of colour to its packaging across the range, to represent the seasons. With colour already added to the gift sets, and following the success of these, the team decided to expand the concept to the rest of the products, while keeping the brand’s distinctive look and feel. These will be rolled out over the coming 12 months, and the team looks forward to feedback from retailers on sales.

Meanwhile, the Artisan Wax Melt Bar has quickly become a favourite with retailers - and received a Highly Commended accolade in the Home Fragrance category of the Gift of the Year Awards 2024. With overwhelming demand for this new product, Henry & Co. is designing a new custom CDU to showcase the eight fragrances available in the collection, as retailers are eager to showcase them on their shop floors.

Call: 0333 1882006

Email: hello@henryandcompany.co.uk

Visit: www.henryandcofragrance.co.uk

An array of aromas

Aromatize

Aromatize has a huge range, including products from a variety of brands. The company is the exclusive distributor of Michel Design Works, a US personal care brand known for stunning packaging and high-quality ingredients.

It also supplies an extensive collection of fragrance accessories under the Aroma Accessories brand, including electric melt warmers, LED diffusers, reed diffuser bottles, candle accessories, and tealight melters.

Woodbridge is Aromatizes’s home fragrance brand and, in this collection, you will find candles, wax melts, essential oils, diffuser liquid, and more. Finally, Sleep Sakes is its family wellness brand. Chamomile infused sleep sprays and bath bombs make for a peaceful bedtime routine.

Call: 01254 300268 | Email: sales@aromatize.co.uk

Visit: www.aromatizetrade.co.uk

Sustainable skincare

Òir Soap

Winner of the Beauty, Bath & Spa category of the Gift of the Year Awards 2024, Òir (pronounced Oar, which means golden in Gaelic) Soap makes luxury hand and body soaps, described as beautiful solid alternatives to traditional cosmetics which, most importantly, are not another empty plastic bottle! All products are handmade just outside Edinburgh, using sustainably sourced natural ingredients.

Founder Jolene Roberts says: “The colours are clays and charcoals, and the scents are always pure essential oils, plus we never use palm oil in any of our products. And we’re especially proud that our shea butter comes directly from a woman’s co-operative in Ghana - helping the women who make it to lead more independent lives.

“But it’s not just about what we can do to help our impact on the health of the planet. Our products are a real treat to use, and look amazing in any bathroom; they’re bound to be a focal point. The packaging is also gorgeous (and totally plastic-free), so everything is very giftable.”

Email: hello@oirsoap.co.uk

Visit: www.oirsoap.co.uk

Positive vibes

CAHM

CAHM is a luxury fragrance brand with an ethical heart, which seeks to share a positive mental health message through beautiful design-led gifts.

Founder Amy Hogarth says: “We have a range of fragrances for everyone’s tastes. Our bestseller all year round is Thyme, Olive & Bergamot, but Amalfi Coast is leading the way this summer. We have new fragrances and new products to come later this year.”

She adds that CAHM’s bunny tail reed diffusers continue to sell out time and time again. Complemented by a range of candles, aromatherapy roll-ons and bath salts, CAHM products are premium quality, vegan-friendly, cruelty-free, and come in plastic-free packaging. Handmade by a small team in Yorkshire, CAHM also donates a portion of profits to the Bipolar UK charity.

Call: 0113 824 6109

Email: trade@thecahmcollective.com

Visit: www.thecahmcollective.com

Scents of summer

St. Eval

Crafted to capture the enchanting aromas of the great outdoors, St. Eval’s Garden Path collection celebrates and encapsulates the evocative scents of sun-kissed wildflowers, zesty citrus fruits, and budding cottage garden blooms.

A testament to true craftsmanship, each Garden Path pot is adorned with soft pastel shades that echo the hues of summer, all distinctly unique due to their reactive glazes.

Embrace your summer loving soul with the scents of Walled Garden’s fresh florals and Orange Blossom’s delight of the Mediterranean, branching out into St. Eval’s sparkling scented tealights and its long-lasting and superior quality kraft scented tin candles.

Call: 01841 540850

Email: info@st-eval.com

Visit: www.st-eval.com

A little luxury

The Little Flame

Indulge in the ultimate luxury with The Little Flame’s handpoured soy wax candles. Each 210g candle burns for up to 40 hours and embodies sustainability and craftsmanship; the soy wax is renewable, the wicks are natural cotton, and the different fragrances are solely from pure essential oils.

The glass containers are fully recyclable and adorned with a natural bamboo lid. In addition, a tree is planted for every candle sold. The Little Flame candles add elegance to any space while making a positive impact on our planet.

Email: hello@thelittleflame.co.uk

Visit: www.thelittleflame.co.uk

Dedicated to

delivering joy

Best Kept Secrets

Just Because Three Lites Boxes

Best Kept Secrets was thrilled to win the Home Fragrance category of the prestigious Gift of the Year Awards 2024. The award-winning Just Because Three Lites Boxes exemplify the brand’s commitment to quality and innovation as it celebrates its 28th year.

This collection offers quality and affordable gifting, priced under £10. The products stand out with their colourful, recyclable vessels and a selection of the brand’s best-selling scents - and they feature meaningful sentiments for all occasions.

This significant achievement was celebrated at the glittering ceremony held at London’s Royal Lancaster Hotel on May 16, where industry leaders gathered to honour the most outstanding gifts of the year.

Best Kept Secrets managing director Vanessa Curry expressed her pride, saying: “This is such an honour. It truly reflects the hard work of our familyled team and our dedication to delivering joy and quality to our customers. Being recognised among such remarkable brands is truly incredible.”

Luminescence Collection

The company proudly introduces its 2024 Luminescence Collection. Developed in response to customer feedback and market trends, this new line showcases the brand’s devotion to innovation and sustainability.

The Collection features stunning new vessel designs with an on-trend ombre effect - adding a sophisticated touch to any home - and four new scents, including the highly anticipated Midnight Rose & Oud. With its luxurious yet versatile scent profile, the Oud fragrance is poised to become a favourite in 2024.

Vanessa says: “We’re excited to launch the Luminescence Collection, which beautifully melds elegance, sustainability, and exquisite fragrances. It’s crafted to reflect the beauty of summer gardens and tranquil woodlands, ensuring a delightful sensory experience for our customers.”

Just Because Reed Diffusers

Best Kept Secrets is delighted to announce the continued expansion of its award-winning Just Because Collection, now featuring reed diffusers alongside its best-selling scented candles and soon, Just Because Wax Melts.

Each product in this collection is designed to offer the perfect gift for any occasion, with vessels adorned with meaningful or fun messages that resonate with recipients.

The move reflects the supplier’s commitment to providing a diverse range of high-quality, affordable home fragrance options. With this development, the brand continues to cater for consumer demands for versatile, heartfelt, and affordable gifting solutions that are perfect for any occasion.

Call: 01670 512222

Email: sales@bestkeptsecrets.co.uk

Visit: www.bestkeptsecrets.co.uk

Gifts Today SHOP TALK

Clare Turner talks to a selection of independent gift retailers about their home fragrance offers, from success stories to new arrivals, and finds out more about the spending habits of serial scent shoppers

Richard Barker

Co-owner and Director

Cilla & Camilla

Four stores in West Dorset:

Beaminster, Bridport, Sherborne

We stock various products from Ashleigh & Burwood’s Scented Home range, and St. Eval’s diffusers, scented candles and tealights. Best sellers are Ashleigh & Burwood’s 150ml diffusers in various fragrances and St. Eval’s scented tin candles. Our newest arrival? Ashleigh & Burwood’s 50ml diffusers.

Fresh, open air, outdoorsy fragrances (such as Ashleigh & Burwood’s Fresh Linen, and Sea Spray) and herbs (such as St. Eval’s Bay & Rosemary) are current customer favourites. We display home fragrance items by supplier, with testers for Ashleigh & Burwood and ‘open-box’ tealights for St. Eval.

Emma Thurgood Manager

Sincerely Yours

Two stores in Essex: Shenfield, Hornchurch

Reed diffusers are by far the most popular option here, followed by small candles and tin candles. We stock Peppermint Grove, Moss St. Fragrances, Stoneglow Candles, Toasted Crumpet, Katie Loxton, and Inis - which is the newest addition to our selection.

In both shops, I recently grouped all our home fragrance products together, as I found that customers wanted to see all the options in one place. Most ranges have testers in front of the product for customers to see. This in turn makes the shops smell incredible! Bestselling scents so far this year are anything fresh or citrus.

“I

recently grouped all our home fragrance products together,

as I found that customers wanted to see all the options in one place”

Jo Williams Owner/Director

Joco Interiors and Gifts

Nuneaton, Warwickshire

Our suppliers are Ashleigh & Burwood, Freckleface, Northern Lights, Yankee Candle, and Heart & Home from History and Heraldry (The H&H Group).

Freckleface wax melts have been incredibly popular for us, and we have a large range which customers come back for over and over again, due to the strength of the fragrances and the length of time they last.

But Ashleigh & Burwood Fragrance Lamps are our biggest sellers. These make ideal gifts, as they become a repeating purchase for other special occasions, especially if the recipient is difficult to buy for.

Our newest addition is the Yankee Candle brand. We’ve not stocked it before, but obviously know how popular it is as a brand, so we’re expecting this to be a popular line for us.

On-trend scents? Bergamot mixes: we have them in a range of products from wax melts, candles and reed diffusers to fragrance oils.

“We devote lots of space to our home fragrance ranges”

We devote lots of space to our home fragrance ranges and have testers on display all the time for shoppers to smell the scents while in-store. Often customers come through the door and wonder what fragrance we have running, but it’s simply a culmination of many fragrances together!

Karen Ritchie Owner

The Rowan Tree  Budleigh Salterton Devon

We stock the complete range of Inis, St. Eval candles and diffusers, Parkminster candles and diffusers, and Heathcote & Ivory.

Our best-selling brand is Inis: the full range sells through consistently, especially diffusers and refills. Newer arrivals include Inis lip balms, and St. Eval’s Garden Path candles in ceramic pots. Currently, popular fragrances are floral, fresh scents with a spring feeling.

“We display our products on a dresser, along with testers and samples”

We display our products on a dresser, along with testers and samples - if the supplier has provided some. We usually include samples for customers who order Inis off our website, as the company always sends them in each delivery. Many suppliers neglect to give these, which does put me off ordering. This is because being able to smell the fragrance seems to me the most important aspect of the product, however lovely the packaging may be.

Becky Hart Owner & Buyer

With Love Home & Gift in Kirkby Lonsdale, Cumbria & With Love Gift Shop in Oakwood, Leeds

We stock Stoneglow Candles, Janie Wilson, The Country Candle Co., Belly Button Designs, Wild-Olive, Eco Bath London, Cinnamon Aitch, The Somerset Toiletry Company, and The English Soap Company.

A new supplier for our Kirkby Lonsdale shop is Lakeland Lights: a Cumbria-based family business which produces luxury scented candles from soy in very stylish coloured glass containers with a wooden lid. They are named after Cumbrian towns, lakes, fells, and mountains such as Windermere, Kirkby Lonsdale, Scafell, Buttermere, and Keswick. Every location has a unique story and essence, which the company strives to capture and incorporate into their distinctive scents.

Top sellers in both shops are Stoneglow’s glass candles and reed diffusers, and The Country Candle Co.’s whole range has done extremely well in Kirkby Lonsdale.

I’ve noticed more people are asking for non-paraffin based candles and pet-friendly fragrances, but It’s hard to pinpoint customers’ favourite scents. We do sell a lot of my favourites though!

“More customers are asking for nonparaffin based candles and petfriendly fragrances”

These are Stoneglow Candles’ Sea Salt candles, reeds and mist sprays, along with its Luna range’s Sandalwood & Patchouli and Sweet Balsam & Cade candles and reed diffusers. My favourite fragrance from The Country Candle Co. is Pomegranate & Cashmere. I burn these tin candles every evening!

I ask all my suppliers for testers, and always have candles and reeds open for people to inhale. We receive comments every day about how beautiful the shops smell.

Sarah Halsall

Founder

Hand Picked by Henrietta Poynton, Cheshire

Wild-Olive is our go-to home fragrance supplier (it’s an independent maker in Derbyshire). We also sell Eau Lovely and Chesapeake Bay from Enesco.

Candles, room diffusers and wax melts are all popular. In fact, we’ve restocked the Wild-Olive Pick N Mix wax melts (rrp £10 for six blocks) several times. Customers tend to purchase them for personal use, and the repeat buy is amazing. But I think they often buy candles as gifts, rather than for themselves.

“Scent is so powerfully evocative; it can instantly take you back to memories”

In terms of scents, a really good seller is Wild-Olive’s Serenity Spa [a natural handmade candle created from soy wax and fragranced with the calm and relaxing exotic aromas of a spa]. Scent is so powerfully evocative; it can instantly take you back to memories - and Serenity Spa indulges you in a relaxing spa day right in your home.

We display our home fragrance on a dedicated shelf, which offers items at a variety of price points. Customers can easily lift the candle lids to smell the scents - while the boxed candles all have samples on display.

Caroline Ranwell Owner  Hugs & Kisses  Tettenhall  Wolverhampton

The home fragrance ranges that we stock are from Marmalade of London, Lily-Flame, Best Kept Secrets, Inis, Heart & Home by History and Heraldry (The H&H Group), and Stoneglow Candles (just its oils and oil diffusers). So we do quite a lot really!

Our freshest arrival is the Just Because Three Lites Boxes: a trio of small candle tins from Best Kept Secrets. They are really lovely with sparkly tops and pretty packaging, and come with various captions such as ‘Special Friend’ and ‘Happy Birthday’. There’s ages and relations too.

“Customers always want to smell the fragrance before they buy”

The products that work best for us are definitely candles: tins sell best, followed by jars. We do really well with diffusers too, and we also sell diffuser refills as I find customers like to refill rather than just buy another one.

When it comes to our most popular scents, we always do well with Marmalade of London’s Tuscan Lime & Basil, Pomegranate & Pear, and Bergamot & Soft Rose. From Lily-Flame, its Fairy Dust is by far the best seller. Our Heart & Home best seller is Guardian Angel (which smells just like a very popular designer perfume).

We display our home fragrance on shelving but keep the companies separate - and we always have testers out, because customers always want to smell the fragrance before they buy.

We have a separate stand for Inis and we have testers from that brand too - and also small testers to give out to customers, which is great.

Gifts Today SHOP TALK

Greg Rose

Co-owner Maybugs

Three stores in East Sussex: Hailsham, Eastbourne, Bexhill-On-Sea

Our home fragrance suppliers are Candlelight Products, Freckleface, Inis, The Recycled Candle Company, and Bourne Candle (handmade locally in Eastbourne exclusively for Maybugs). The Freckleface RHS Botanics collection has been the biggest hit this season. Customers are loving it. Our newest range is Candlelight Products’ Strawberry Patch collection: we particularly like the fruit-shaped candles.

“We don’t put all candles in one place in the store, as we feel it can be ‘candle-overload’”

Currently, fruit and zesty seems to be a real scent trend - maybe because of the longer winter, people just seem to want something summer inspired?

We try to display ranges as collections to encourage cross-purchase. We don’t put all candles in one place in the store, as we feel it can be ‘candle-overload’. Also, we use testers for everything; customers want to know what the fragrance smells like, even if they are buying it as a gift.

Priya Aurora-Crowe Buyer

Lark London

19 stores based mainly in London

We stock F.Y.G. (Find Your Glow), Paddywax, WXY, and Aery Living. We are a big fans of anything that comes boxed here at Lark! Paddywax has been selling very well, especially with its trendled designs. For example, the Cowboy Boot has done extremely well.

“We must always have testers and samples for all the home fragrances we sell; it’s a fundamental factor”

And coming in next week is the new updated look for the WXY 3oz candle that has a gorgeous translucent glass. We also have an exclusive F.Y.G. mini candle arriving soon, which is very exciting.  As for scents, anything with fig, black pomegranate and Oud does well. We must always have testers and samples for all the home fragrances we sell; it’s a fundamental factor. We colourblock our fragrance items in-store, along with matching colours of giftware and clothing.

Samantha Gibbs Director Nest

Three stores in Leicestershire: Stoneygate, Stoughton, Thurlaston

We stock Widdop & Co.’s Meg Hawkins range, Enesco’s Eau Lovely range, and a local handmade brand called Fig Tree Home Fragrance. St. Eval, The Country Candle Co., and Stoneglow Candles are new ranges for us this year and have been really well-received.

Wax melts are certainly the bestselling product these days, followed by diffusers. As for scents, fruity and florals are great choices for spring.

“Wax melts are certainly the bestselling product these days, followed by diffusers”

Best sellers are The Country Candle Co.’s Orange Blossom & Jasmine, and Stoneglow Candles’ Grapefruit & Mimosa.

We have samples out, and always have a candle burning or a wax melt burner on - customers always comment on how nice the shops smell.

Bill Nettelfield

Owner

Bill & Bert’s Colchester

Essex

All our ranges sell fabulously. We stock products from Ashleigh & Burwood, LilyFlame, Magma London, Freckleface, Inis, and The English Soap Company.

The Freckleface range of wax melts seriously has the most amazing range of scents, and we’ve stocked these since September 2019. I would never waste time looking for wax melts from any other supplier.

We’ve tried soaps from various suppliers over the years, but if there’s one standout success story for us, it’s The English Soap Company.

“All our ranges sell fabulously”

Magma London is one of the latest ranges to join our home fragrance lines. It’s absolutely brilliant: a great product with great customer service. We found this company at Autumn Fair in 2023 and reordered five times from September to Christmas. We started to stock Inis last year too, and already this year we’ve had to reorder twice.

When it comes to displaying items, Ashleigh & Burwood, along with Lily-Flame and Inis, have their own stands - and this works really well. For The English Soap Company, we display their soaps and hand creams in the CDUs supplied to us. And for Magma London, we display all nine of their scents on one of our shelves.

Fragrances that have been popular so far this year are pomegranate, and coconut.

Trade talk

Top executives at leading home fragrance companies share their insights and experiences of this dynamic gift category, and predict scent and product trends that will light up sales for the new season and beyond

Vanessa Curry Managing Director

Best Kept Secrets

How has trading been for you?

The past 12 months have been incredible for Best Kept Secrets. We’ve seen trade sales more than double, particularly in the greeting cards and garden centre sectors. Our success at the recent Gift of the Year Awards 2024 has also been a wonderful highlight, showcasing our commitment to excellence in the home fragrance industry.

We’ve seen exciting expansions in our team, our product range, and our customer base. If I had to pinpoint the secret to our success, I’d say it really boils down to choice, price, and customer service.

We offer an extensive array of products, including 10 different candle collections, tea lights, reed diffusers, and wax melts. This variety ensures that retailers can find something special for every customer, enhancing their own unique offerings. Moreover, our commitment to sustainability means that every choice made by our customers supports environmentally-friendly practices; something we’re incredibly proud of.

Price-wise, we’ve been very conscious of keeping our products affordable. Despite rising costs, we’ve maintained our magic price point of under £10 for all our collections apart from the Luminescence, which sits at under £15. This decision not only helps us stand out in a competitive market but also ensures our products remain accessible to a wide range of customers.

“One of the things I love most about the home fragrance category is the variety, passion, and innovation in the sector”

What support do you offer retailers?

We’re not just about creating beautiful, fragrant products - we’re about creating long-lasting partnerships. We work closely with our retailers to provide solutions that enhance their ability to sell and bring joy to their customers.

Customer service is truly at the core of our operations. We strive to be the best supplier by not just fulfilling orders, but by building relationships. Our POS options are specifically designed to be effective retail solutions, especially for seasonal products.

And we pride ourselves on our swift order processing. No matter how busy we are, we make sure our retailers receive their products within just a few days.

How will you continue to ensure demand for your home fragrance products?

I firmly believe that staying attuned to new trends and listening to our customers is crucial for continuing to drive demand for our products. We diligently follow trends within the industry, drawing invaluable insights from fragrance houses to ensure our new product development is both relevant and innovative.

One of my favourite moments each year is the announcement of the Pantone Colour of the Year. It sparks a burst of creativity within our team, and we have a fantastic time exploring the design opportunities this presents.

However, the heart of our inspiration always comes back to our customers. We listen intently to their feedback, understand their needs, and pinpoint the gaps in the market that we can fill.

Our commitment to providing the best possible products for any occasion, while upholding our dedication to sustainability, is what truly drives our new product development at Best Kept Secrets. This customerfocused approach not only fulfils their current desires but also anticipates their future needs.

Any hot trend predictions?

I’m particularly excited about the trends we’re embracing at Best Kept Secrets. This year, we’re introducing our Luminescence Collection: a truly on-trend candle range featuring a brand-new vessel design. This collection is designed to be a statement piece in any home, providing a touch of luxury that’s surprisingly affordable.

In terms of scents, we’re thrilled to be unveiling some exciting new fragrances at Home & Gift, including Marshmallow and Green Pistachio, and Italian Cypress and Neroli. These are perfectly aligned with current consumer preferences for both comfort and sophistication in their fragrance choices.

Additionally, we’re expanding our beloved Just Because Collection. This expansion includes not only new scents but also candle tins and wax melts made from 80% recycled materials, underscoring our ongoing commitment to sustainability.

What’s next for this category?

One of the things I love most about the home fragrance category is the variety, passion and innovation in the sector. In fact, the Home Fragrance category of the Gift of the Year Awards demonstrated this, and it was such an honour to feature alongside so many incredible brands, all equally passionate about fragrance.

For us, I’m really excited about continued growth, particularly in our Just Because collection which is a customer favourite, particularly after the brand recognition in the Awards. We have new titles coming to keep the range fresh and interesting, and I can’t wait for the release of our Just Because Wax Melts. Watch this space!

What’s your favourite scent?

Gosh, this is such a hard question. My answer changes depending on the time of year as well! For spring, I love the freshness of Horizon Sky and Lemon Sugar. During the colder months, I prefer warmer fragrances like White Flowers and Cashmere or Tuscan Velvet. Of course, I’m loving our new fragrances and personally test every single one at home!

Trade talk

Mark Rees Managing Director

Henry & Co.

How has trading been for you?

We’ve had a tremendous year of growth in terms of the number of retailers we’re stocked in and the number of orders and, in turn, turnover. Also there’s been growth in the team and the number of fragrances and products in our collection. It’s been amazing.

Why should a gift retailer consider stocking home fragrance?

One great reason is repeat purchase. Once a customer finds a brand they love, they will most certainly come back for more. At first, they will be drawn to their favorite fragrance. But as their confidence grows in the quality of the brand, they will return and try di erent fragrances and products.

What support do you offer?

Henry & Co. has CDUs which are currently being improved following feedback from retailers. We also have versatile CDUs for our Everyday collection and Christmas range. These give maximum product in a small footprint.

In addition, we have POS material and brochures with product information. If a retailer has knowledge of the brand they are selling and can answer questions from customers, then this gives customers’ confidence.

How will you continue to ensure demand for your home fragrance products?

The key is to keep improving the brand, the aesthetic appeal, and adding new concepts. We have a continual programme of product improvement and new launches to ensure we keep customers coming back and feeding demand.

Any hot trend predictions?

We did a soft launch of an amazing fruity fragrance at Spring Fair, which

“I predict an increase in the purchasing of wax melts, as they o er customers a great way to change up fragrance quickly and inexpensively”

is predicted to be a trend for the coming season, so we were ahead of the game with Mango Nectar.

Also, I predict an increase in the purchasing of wax melts, as they o er customers a great way to change up fragrance quickly and inexpensively.

What next for this category?

Growth! There are so many great fragrance brands out there, and customers will continue to want to fragrance their homes with trusted brands, products and fragrances. And I hope we will see more innovation, with a focus on sustainability and eco credentials.

What’s your favourite scent?

It has to be the one my wife wore for our wedding day: a Jo Malone classic. No prizes for guessing!

Sara Burford Director Cinnamon Aitch

How has trading been for you?

Trading has been strong over the last year. With challenges to retail, especially our core independent customers, it’s di cult to predict how business will be. But the addition of soaps and candles to our stationery ranges has added a great extension to our products.

I think the fact that we’ve focused on taking beautiful fragrances, and making the products as environmentally-friendly as possible, has appealed to retailers who are very aware that their customers are increasingly eco savvy.

The items are beautifully packaged, handmade in the UK, and retail for under £10.

Home fragrance makes a great little gift or just a lovely, a ordable treat to lift the spirits in challenging financial times.

“Home fragrance makes a great little gift or just a lovely, a ordable treat to lift the spirits in challenging financial times”

Aylish Ellwood

Trade Marketing Manager

Enesco

How has trading been for you?

2023 was a strong year for us in the home fragrance category. This was due to the existing distribution of the Eau Lovely collections and the start of our new partnership with Newell brands, as we were appointed the exclusive distributor of Yankee Candle, WoodWick, and Chesapeake Bay to independent retail in the UK and Eire. This allowed us to have a strong portfolio, o ering something for everyone.

Why should a gift retailer consider stocking home fragrance?

Home fragrance is here to stay, as it’s part of the pampering, wellness and home décor sectors. When times are tough, consumers may choose to spend more time at home, spending money on such products to create the perfect ambience.

Purchasing home fragrance is a great reason for consumers to visit shops, so they can interact with the products, as there is the desire to smell fragrances - which, of course, is not possible online.

What support do you offer?

Great quality POS highlighting USPs, display furniture (supported by planograms), ‘fragrance of the month’ with timely discounts, low carriage paid orders and, in our view, the best customer service available.

How will you continue to ensure demand for your home fragrance products?

For the Newell brands - Yankee Candle, WoodWick, and Chesapeake Bay - there is ongoing investment in ranges, fragrance and products. They are known and trusted by millions of people. We will ensure demand by supplying products that people love and trust. We consider our retailers as partners, so we will continue to listen and take on board their valuable feedback.

Any hot trend predictions?

As we leave the wintery and festive fragrances behind and begin the transition into spring/summer, we’re looking forward to fresh, citrusy and floral fragrances which will fill the home with the essence of the season.

“People will continue to spend more time at home than before, and scented candles are viewed not only as home décor items; they can lighten a mood or create a relaxing atmosphere after a busy day”

Consumers are demanding invigorating, energising scents to create their happy space, reflecting optimism and joy. Eucalyptus, lavender and lemon are popular notes.

As the product expansion strengthens, gift sets (often representing great value for money) are also becoming more popular, o ering consumers their favourite scents in a number of formats.

What’s next for this category?

As long as we work with our partners and continue to innovate, then the future is rosy.

Home fragrance is a fast-growing sector and we see this growth continuing - not just in wax, but in reed, ultrasonic and plug-in.

People will continue to spend more time at home than before, and scented candles are viewed not only as home décor items; they can lighten a mood or create a relaxing atmosphere after a

busy day. As a nation, we will continue being kind to ourselves by choosing to spend our hard-earned money on such purchases.

What’s your favourite scent?

Gosh… one of the most di cult questions you could ask. I love so many, for di erent reasons (which is the point I guess!). Today’s favourite is Amber & Sandalwood from Yankee Candle, which reminds me of summer days on the beach. But with so many great fragrances, who knows what tomorrow’s favourite will be?

Jonny Greves Director Lesser & Pavey

How has trading been for you?

Our home fragrance range has been trading up nicely. It’s an area we are continuing to develop and grow. Like any other gift, fashions change. With fragrances, even scent styles and trends change too. We keep on top of this with lots of di erent styles and looks amongst our range.

Why should a gift retailer consider stocking home fragrance?

We still maintain that home fragrance is one of the most regularly bought gifts across any occasion, so I think most retailers will now have an o ering of some kind.

What support do you offer?

All our candles, di users and other home fragrance items come in deluxe gift box packaging: perfect for creating beautiful displays in-store and making gifting easy.

We use decorated, ornate bottles, jars, and holders which can be seen in the window box - again, helping with displays on the shelves.

One more feature of our reed di user packaging is the smell test on the side. Retailers love this because, along with the window box, it means they don’t need to get one out for display.

How will you continue to ensure demand for your home fragrance products?

We’re always trying new fragrances and new compilations of fragrances, while also always keeping a nucleus of our customers’ favourites. We aim to have something for everyone.

Any hot trend predictions?

Fragrances have come a long way over the past 10 years. I think we will see the trend for bolder, daring fragrances with lots of spices and natural elements continue, along with candles, jars, and bottles becoming an ever more popular home décor accessory.

What’s your favourite scent?   My personal favourite is Vanilla & Anise!

Trade talk

Ravi & Nidhi Handa Founders

The Northumberland Candle Company

How has trading been for you?

We’ve certainly seen an increase in demand for home fragrance. This past year has been great for business, and we’ve been looking at new retail avenues such as expanding across the UK - and also using TikTok, which is an amazing revenue source!

Why should a gift retailer consider stocking home fragrance?

You’d be so surprised just how many people buy home fragrances and the audience these products attract. You are able to cater to a massively varied audience, including age.

The price points are lower than, say, a piece of jewellery, so the products are incredibly affordable. They make great gifts for birthdays or anniversaries, or just to take to a dinner party - it’s much more personal than bringing a bottle!

What support do you offer?

We provide ever-important samples for stores, depending on order quantities. We understand that it’s essential for retailers to be able to show their customers what they’re buying.

How will you continue to ensure demand?

We invest a lot in working with creators and influencers on many platforms. Customers seeing our products being used by people they follow creates an instant ‘want’ and demand. And we bring out a new design and/or scent each month, making sure our customers are always looking forward to the newness!

Any hot trend predictions?

We’ve seen a huge increase in demand for vanilla scented products, which we predict will continue throughout 2024. Bundles are going to be very popular as people are still struggling with the cost-of-living and looking for more value.

We’re meant to have a hot summer, so we will be doing well with our Citronella, for keeping the mosquitos away! And as we move into winter, our Halloween-themed boxes always do well.

What next for this category?

We can only see vanilla products growing in the market, as the scent fills a room wonderfully - and new products are always being introduced.

What’s your favourite scent?

Marine is a beautiful scent and our personal favourite. It’s a fragrance that’s fresh like the ocean sea, with notes of citrus. It’s also one of our best sellers - you can’t go wrong!

Louise Dooley Commercial Director Stoneglow Candles

How has trading been for you?

We’ve seen a positive uplift this year, and have many new customers - mainly store-based which is great for our products. We’re also seeing a spike in demand from the US and UAE.

Why should a gift retailer consider stocking home fragrance?

Home fragrance is the perfect gift to purchase; you can tailor the aroma to make it so personal. We’ve also seen an uplift in self-purchasing, as fragrance for the home is such an integral part of our daily lives, and an extension of our personalities.

What support do you offer?

We offer product testers, gift bags, tissue paper, A5 POS with wooden menu holders, branded shelf stripes, a new product logo, and our very popular beautiful grey with logo display case. To top it off, our sales agents are always keen to help with in-store displays.

How will you continue to ensure demand for your home fragrance products?

We take pride in our quality and innovation. We manufacture all our home fragrances here in the UK, so we oversee the process from start to finish. Key on our agenda is sustainability, which you will see reflected in our new Seasonal range - little changes with big impacts!

“Key on our agenda is sustainability”

Any hot trend predictions?

The consumer is making a more considered purchase, so sustainability and reducing the carbon footprint is the big trend. As a brand, we’re committed to making small sustainable steps. Our gift packaging is FSC certified, our soy wax is European, and this year we removed plastic diffuser refills in favour of glass at no extra cost.

Escapism scent trends are big for 2024: fragrances that take you away from the dreary day-to-day, like our Explorer collection with destinationinspired aromas.

What’s next for this category?

Home fragrance is an exciting category which is full of innovation and creativity. How we develop fragrance will be at the forefront: science versus naturals!

What’s your favourite scent?

Oh, that’s a hard one, as I develop all our beautiful scents, so I get emotionally involved with them. I love Whisky et Chene from the Metallique collection. It’s an aroma which you can use all year round, of soft oak and peat notes with a hint of citrus. I have this in a few rooms at home. For my office, I use De-stress from the Wellbeing collection. It’s a natural essential oil blend that relaxes my mind but keeps me focused.

Sam & Simi Aydee

Co-Founders

Temple of Incense

How has trading been for you?    We’ve grown from strength to strength. We’ve had record sales, but to be honest we expected the demand. Incense, and in particular good, natural, luxury incense, has gained in popularity, leaving behind its old stu y reputation. We like to think we’ve played a large part in the revival of great incense.

Why should a gift retailer consider stocking home fragrance?

It’s now almost a question of ‘why wouldn’t you?’ People care more about the ambience in their houses than ever before. Now, everyone scents their home one way or another, and our products are some of the best ways to do so. Good incense is still hard to make and acquire and if you stock products like ours, we know - and have proven - that they’ll be popular. Home fragrance is a consumable product, so when done right, customers will be back for more.

What’s next for this category?

Demand will continue to grow strongly but unfortunately, the category is starting to become saturated with low-quality products. Seeking out quality is the most important thing.

When we launched in 2012, we were selling incense boxes for over £10 when people were used to paying £1 (albeit for chemical-filled incense that all smelled the same).

Our idea was: create amazing products, and people will slowly understand them and gladly pay for their worth. Now it’s not unusual to see higher price points, because people are more educated on quality and ingredients. I’d like to see that integrity is being maintained and for us to not go backwards.

Incense has huge appeal. It’s perfect for every season and every gift opportunity - and it’s appealing to almost everyone.

Self-care products are growing, and a home cleansed with incense is a staple for customers with an interest in wellbeing. With more than 50 types of incense, there’s something for everybody and every customer base, in every location, with every spending capacity.

“People care more about the ambience in their houses than even before”

What support do you offer?

We send a sales pack with all the information you need to support you, from POS and FAQ [Frequently Asked Questions] to scent profile training. Plus, we’re always happy to help and just a phone call or email away.

Our stockists all have a unique way of displaying our products (our minimalistic but colourful and striking packaging doesn’t need much else to catch attention!). We work with them to choose the right scents for their stores and, over time, together, we can curate the best collection for their spaces and customer demographics.

How will you continue to ensure demand for your home fragrance products?

From the beginning, we’ve focused on three things: creating a great product, respecting our work and, at the core of it all, being good people. This has, and will, continue to ensure demand for our products.

We also create scents based on market analysis and emerging fragrance trends while still honouring our heritage. It’s this combination that keeps us ahead. For example, our new Bulgarian Rose and Oudh has broken all sales records and has now become our most reordered fragrance.

The Temple of Incense brand is known and trusted as one that creates great incense, naturally, and one that cares about corporate and social responsibility. We will continue to spread the word about our products, making it easier for customers to choose them when they see them in stores.

Any hot trend predictions?

Oudh is in. It has been for a while, and will continue to be so for a long while. Heavier incense with a purpose is also on trend.

Wellbeing is so important, and people often look for an incense that will have a particular e ect - whether that’s to help with their sleep, relaxation, or to go with their yoga and meditation practice. The link between fragrance and mood is established, and people are here for it.

What’s your favourite scent?

Watch this space for a couple of exciting new launches… but right now, our personal favourite is Bulgarian Rose & Oudh. This addition to our collection is a luxurious Arabian Oudh and Bulgarian rose, attar style, soaked into real Halmaddi and woods. It’s big, bold and in-your-face sexy!

Sophie Aldred Aromatize

Customer Care Manager

How has trading been for you?

Home fragrance is big business for us. At Aromatize, variety is the key. We o er our customers a wide range of products covering all price points.

A stand-out product is our plugin wax melter. Our range has seen incredible growth since we introduced it in 2021. These items are easy to use and allow consumers to fragrance their homes with their favourite wax melt scents. They come with a spare dish, so the fragrance can be changed on a whim!

From a retailer’s point of view, they take up little space on the shop floor in relation to the revenue they gain.

What support do you offer retailers?

We sell a plug-in display unit exclusively to our customers. It holds eight designs, meaning they can be on display while lit - which is a massive selling point. Plus, 99% of our collection comes in a full-colour picture box which is also a great selling tool. We want our products to shine at every step of the sales process!