Message from the Editor

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There’s a strong sense of excitement and optimism in the air when it comes to home fragrance, as the views and news expressed in the following pages testify.

We firmly believe Gift Today’s annual Home Fragrance Supplement is the definitive guide to this dynamic sector in the UK. From comprehensive details of new products, to trading patterns and trends, it really is an invaluable point of reference for retailers.

This year’s edition is no exception. We have collated information from an impressive variety of suppliers, shopkeepers and industry experts to give you an accurate and deep understanding of what’s new and what’s next in this ever-evolving market.

The broad consensus from our contributors is that home fragrance sales are not only stable but thriving, as the popularity of scenting our indoor spaces continues apace.

So why not light your favourite fragranced candle or wax melt, relax, and enjoy reading our insights into this fascinating and innovative gift category!

Gifts Today team

Cover Story

12 Enesco

The gift giant has signed an agreement with Newell Brands to distribute Yankee Candle, WoodWick, and Chesapeake Bay to the UK market. It’s an exciting time for the companies to join forces, as Yankee Candle sees its biggest launch ever in 2023

Columnists

14 Sara Allbright

The Retail100 Consulting director and co-founder asks: if you don’t have home fragrance as part of your product line-up, what are you waiting for?

23 David Anthony

The visual merchandiser and founder of David Anthony Creative consultancy reveals his top 10 tips on how to style home fragrance in-store

28 Steve Powell

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

36 Olivia Jezler

39 guidelines from the International Fragrance Association and how they affect you

8 Retailers’ Panel

Fourteen independent gift retailers from across the UK review what home fragrance products, brands, and scents sell well for them - and flag up some tried-and-tested tactics for maximising sales opportunities

18 Trade Talk

Top executives at leading home fragrance companies forecast trends and divulge details of their trading patterns and product launches for the new season and beyond

Company Profiles

5 Manor House

6 Ashleigh & Burwood

15 Denby

16 Marmalade of London

Production

Chairman

The founder of scent innovation agency Future of Smell predicts what scents will be big news this year and suggests how retailers can create an exceptional home fragrance experience

39 Daniel and Sarah Pettitt

The managing director and creative director of Heaven Scent discuss safety