Focus on fragrance

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

Thinking back to a year ago when I last spoke to Gifts Today about home fragrance, a lot has changed. We were just about to officially launch Retail100 Consulting and our new website was about to go live.

However, one thing has remained consistent throughout since then, and that is my love for the home fragrance categoryand that it’s often the product area most retailers and brands ask us to consult about. All this is testament to the fact that this category remains one of the strongest and most resilient product areas in homeware. But why is this?

The category is a shining example of UK production that is still thriving. From those that produce at the bottom of the garden to large-scale factories, you don’t have to look far for a local producer in your area. With my buyer’s hat on, this does lead to some difficult choices. When you’re faced with an abundance of brands, where do you start?

Three new and emerging brands that have stood out to me in the past couple of years are: Olor, for its dedication to beautiful scents and a branding/packaging style that has clearly set it apart in a crowded market; Olivia’s Haven, a direct-toconsumer brand built on its ability to excel in the social media marketplace and a scent development methodology built on storytelling; and Candlemeleon, a 2023 Gift of the Year finalist which has colour- changing vessels that are interior design-led.

The more established brands in the market are making great strides in how the sector can become more sustainable and responsible. Skandinavisk is a real trailblazer in the B Corp movement and has recently been joined as an accredited company by luxury brand Neom Organics.

The reuse and repurposing of vessels has definitely been a big trend that consumers are now recognising, with candle vessels turning into anything from trinket dishes to plant pots. Brands are also looking to use innovative materials in products and packaging - the seed paper lids that FieldDay uses are a particular favourite of mine.

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Sentiment and gifting play a huge role in this category, alongside the self-purchase element, making it a reliable category for retailers all year round. The use of text on packaging to call out ‘Happy Birthday’ or ‘Congratulations’ makes for the easiest purchasing decision for a customer unsure of what to buy someone, and will often make these the candles you’ll find at the top of best seller lists.

In terms of product types, you can’t escape the fact that people

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 has 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 will always engage with candles - not only for their scent but for the homely glow and flicker they add to a room. The practical nature of diffusers means they can be found in many a bathroom and downstairs toilet but, more so, diffusers are people’s go-to product for the type of consistent scent you get when walking into a beautiful hotel lobby. The rise of ultrasonic diffusers shows no sign of plateauing and is a great way to drive a higher average selling price in the category, while still delivering on the need for repeat purchasing through the oils.

So, in conclusion, if you don’t have home fragrance as part of your product line-up, what are you waiting for? There is truly a brand out there to suit any retailer’s aesthetic and customer base, and the repeat purchase nature of the category means that once you get consumers hooked, they will be back on a regular basis.