25 minute read
Retailers’ Panel
Gifts Today RETAILERS’ PANEL
Introducing the latest members of our Panel. In this issue, they talk Home Fragrance
Rose Thorley
The Eleventh Hour Gift Shop
Audlem, Cheshire
What home fragrance ranges do you stock?
We’ve stocked Katie Loxton for over three years now and our customers really love their range are not tested on animals, and the ‘ How was lockdown 3 for you? It was particularly difficult. The timing just after Christmas wasn’t great, and sale stock was more difficult to move as the doors were shut. We did try to re-establish our ‘safe home drop off’ and postal sales, and ran of candles and room diffusers. The fragrances are light, fill the home and last for up to three months. Their ranges are always designed to fit into any room in the home and also include specific wording to celebrate everyday occasions. We’ve also We’ve stocked Katie Loxton for over three years now and company contributes to a whale and dolphin group that’s dedicated to the protection and conservation of oceans and their amazing inhabitants. It’s increased in sales and brings returning custom. Therapy & Scent, created by local aromatherapist and small business owner Trina Bailey, is a firm favourite with us and our customers. It’s all handmade in the various ‘sales’ events on social media. Our our customers really stocked Inis Fragrance of the UK and keeps the environment in mind with non-toxic ingredients website’s very new, so love their range of Sea for just over and plastic-free packaging. All is not yet established enough to rely on candles and room 12 months and it’s absolutely products are plant based, made with pure essential oils, soy wax, sales, and is currently under construction. We did a very small amount of trade from within our local community who were able to visually see our window displays and amazing. With a fresh scent as uplifting as a sunny day by the sea, these beautiful home fragrance diffusers, candles, and room ’diffusers and are free from toxins. would contact us via phone. sachets are all paraben-free and
How do you display home fragrance in-store?
We try our hardest to display home fragrance in a positive way and we try wherever possible to mimic a home environment theme. We use testers so our customers can feel and smell our products. We always make time to understand and know our products ready for questions, and ensure that we can promote the positive qualities from each of our chosen ranges.
Where do you stand on ecoconcerns?
We have a strong belief in providing eco-friendly products wherever possible in all our ranges. All our fragrances use soy, palm oil or aromatherapy oils; lots of our other products include a vegan range; none of our products are tested on animals.
Samantha Gibbs
Nest
Leicestershire
What’s the story of Nest?
We are a boutique brand of two shops in rural Leicestershire, a concession in a local garden centre and an online shop. I have owned and run Nest since conception in 2002.
How was lockdown 3?
Inevitable but still hugely disappointing as we were ready to crack on with the New Year and hit the ground running. However, we‘ve stayed flexible and have been trading online throughout all the lockdowns and, as much as it has been a challenge and lots of work, it has certainly been worth it. We really have embraced the opportunities that lockdown has afforded us online and really do think we have made the best out of the situation.
What home fragrance ranges do you stock?
Pintail candles are our absolute go to range and the customers have built up a huge loyalty for them. They really are our hero home fragrance, and to be honest, however many times we have tried to introduce a second range, it really is Pintail Candles’ Coordinate range that we deviate back too. Candlelight offers us an amazing range of affordable home fragrance, and in particular their candles diffusers are a great price.
What products sell best for you?
For Nest, candles are our staple product for gifts closely followed by reed diffusers for self-purchase. Customers at one of the shops in particular are now asking for wax melts which we will start stocking but the demographic in our other branch won’t want them. The nuances between the product requirements are very interesting.
Have you discovered any new ranges over the past year?
I spent a wonderful day up at Widdop’s showroom recently, which was fantastic and actually found some beautifully styled candles, which we’ll add to a wedding and anniversary range that will sit well within a mixed display.
What scents sell well?
We sell such a large range of scents that it means we have something for everyone, however the trend towards Prosecco and Gin have followed suit into scents; and certainly this year we have found customers are looking for calm and gentle scents that aren’t too overpowering - elderflower, linen, rosewater
How important is vessel design for your customers?
Once again the demographic between shops is palpable. Our Stoneygate branch like clean lines and minimal design, so Pintail Candles Co-ordinate range suits them very well. Our Broughton store and the garden centre are led by a more detailed design and something that they would perceive as affordable luxury.
Where do you stand on ecoconcerns when it comes to home fragrance?
I think this follows my personal stance on my own concerns. I would be really disappointed if anything I bought had palm oil in, however I would not make vegan products a priority at this stage. However we are incredibly mindful of the environment and the customers’ desires to be as mindful too.
How do you display home fragrance in-store?
With strong colour based ranges we tend to merchandise them as a standalone range and are mindful of where we put them in the shop with regards to hotspots and pick up points. We display products very differently between stores though and tend to offer a more blended approach in our Broughton store and the garden centre and often offer them as part of a bigger story.
Virtually home from home Ashleigh & Burwood Ashleigh & Burwood
Back by popular demand
Ashleigh & Burwood’s extra-long Garden Incense is back! The product, which was fi rst developed and sold over ten years ago, has never been forgotten by some retailers and customers who were fans of the giant premium incense sticks and so by very popular demand, they’re having a revival. With herbaceous notes of invigorating citronella, rosemary and thyme essential oils, well known for their insect repellent properties, they are the perfect accompaniment to outdoor picnicking or entertaining. With a long burn time of up to two and a half hours per stick, they will help to create the perfect al fresco space, as we meet up with family and friends outdoors this summer.
This month Ashleigh & Burwood launch their ground-breaking state of the art virtual show space, modelled on a beautiful heritage home conveying the style and aspirations of the home fragrance brand. ‘The House of Ashleigh & Burwood’ is an immersive experience that allows retailers to view in 3D detail their popular home fragrance products including the newest additions for SS21 such as their uplifting Life In Bloom collection.
Ashleigh & Burwood created TheHouseOfAB.com to empower retailers to make informed purchasing decisions, without the need for travel or meeting face to face during these unusual times. Visual Merchandiser, Olivia Collins led the development of the Virtual House and comments: ‘We anticipated retailers might be required to visit many virtual showrooms in the current climate, so we wanted ours to break from the regular conventions.
‘We set about creating something that was visually exciting and experiential. Initial feedback about the experience has been phenomenal; I think we’ve hit the right balance in creating something that not only looks stunning, but is also practical, showcasing the products in full 3D photorealistic detail which is really important to buyers.’
Retailers are not only able explore Ashleigh & Burwood’s product collections within an engaging setting, but they also enjoy a number of other benefi ts by accessing TheHouseOfAB. com. The Virtual House can be explored 24/7 at a time to suit the retailer, or indeed retailers can be taken on an arranged bespoke tour by an Ashleigh & Burwood team member on a video link within the platform. Furthermore, for registered users of the Ashleigh & Burwood trade website, the Virtual House is shoppable. Ashleigh & Burwood even have an answer for sampling their fragrances and scent cards for their eight latest fragrance launches are available on request. Request your scent cards now. Call: 01932 267060 Email: COT@ashleigh-burwood.co.uk Visit: TheHouseOfAB.com
The Isle of Skye Candle Company
Launch into spring with new fl oral aroma from Skye Candles. The Isle of Skye Candle Company may have come from humble beginnings but, in less than 15 years, they have now grown into Scotland’s largest natural candle manufacturer.
Hand-poured and entirely plantbased, using 100% renewable soya wax, Skye Candles last almost twice as long as their more common paraffi n candles counterparts. The specially made linen wicks ensure the candles burn cleaner, brighter and longer. They are much kinder to the environment, too, being sustainable and biodegradable. This is fundamental to the brand. All packaging is recyclable and no single-use plastic is used.
The company also take pride in using natural essential oils wherever possible, bringing many aromatherapeutic and health benefi cial properties to the customer.
Last year, they continued to expand their fragrance portfolio with two new beautiful and authentic Highlands inspired fragrances - Machair Flowers and Wild Mountain Thyme. Both fragrances bring a piece of Skye into their consumers’ homes and play a fresh and prominent part of the Scottish Collection.
The company is showing no signs of slowing down this year, entering the spring/summer season of 2021 with the launch of a brand new scent, Chamomile & Cedar. It combines the soft, fl oral top notes of soothing chamomile, lily, bergamot, and lavender combined with a deep, complex base of cedarwood, sandalwood, patchouli and tonka to create a rich and luxurious scent.
This latest addition is a part of the Signature Range, which now carries 20 diff erent and stunning aromas, from home fragrance classics such as lavender or lemongrass to Skye Candles’ original blends. There is a scent profi le for everyone, from sweet and fruity, to fl oral, earthy and spice scents. Signature Collection reed diff users eff ortlessly fragrance the space day in day out for a minimum of 10 weeks and four diff erent candle sizes, from the smallest votives, still burning for 20 hours minimum, to the beautiful and long lasting large tumblers. The Signature Range is elegant and striking in design. It takes inspiration from the mountains found on Skye, adding a pop of colour representing the atmosphere of the fragrance on the boxes and labels, looking at ease in any location around the home, hotel or venue.
The recently re-designed large tumblers are presented in a sleek black glass, covered with a wooden lid, each engraved with the story of ‘Our Island’, a brief introduction of Skye and the company. The island remains not only an inspiration behind the product and the design, but also as a place where the candles are handcrafted from start to fi nish. Creating products by hand, by people who truly care, off ering a personalised touch to every creation.
With over 1.2 million candles made yearly, Skye Candles have found a fi rm place on the home fragrance market, along with a growing number of satisfi ed and loyal customers. Get in touch to learn more about the trade opportunities, or to request samples.
Email: enquiries@skyecandles.co.uk Call: 01471 820 145 and select ‘wholesale’
Scent & style
David Anthony is a visual merchandiser and consultant with 30 years experience, working in shops and department stores around the world with the likes of Cath Kidston, Crabtree & Evelyn and House of Fraser. Here, he shares his top 10 tips on creating a beautifully fragranced in-store display. For, as David himself says, customers’ response time to a display is around three seconds – you haven’t got long to make an impact!
1) Consider the available space
If you’re really limited, opt for simple shelf merchandising with different brands or styles in rows. If you can scale up, then use a table, sideboard or hutch unit to create a story within this space to place more focus on the products.
2) Decide on a scheme
Either opt for a seasonal look or a colour theme. Cross merchandise with complementary products from other categories to create an instant focal point and product story.
3) Think about height and size
Start to build your display by choosing a mix of different heights and sizes for an interesting display. Place taller products at the back and in the middle, with smaller at the front or on the sides.
4) Simple props
Inexpensive ideas can be really effective. Quite often the product itself can also be the prop, specifically if it has interesting packaging or if it can be taken out of the packaging. Otherwise a simple seasonal or complementary prop, such as a plant, can draw attention to the merchandise and help to tell the story of the products.
5) Remember the pyramid formation
When grouping items, think of a triangle when placing items together. Along with close grouping, it’s the most used display technique to place merchandise together in an appealing way without any other visual distraction. Mixing product in a lifestyle way is a modern way of creating a story within a chosen space.
6) And the rule of three…
This is about repetition of the same product in different colourways. However, you can add more than three as long as the packaging is the same.
7) Encouraging sampling
If possible, add scent strips and tester products to the front or side of a display to encourage customers to touch and experience.
8) Clear pricing
This is so important, especially on a product as this is where customers will look for it; otherwise you can display a printed list. Remember, if products are not priced, you will miss out on sales. A range of price points within a display or category is also important. More stock of lower price points will always sell better as everyone loves a good deal, but also don’t be afraid of higher price points of feature products to draw attention to the lower/middle price points within a category display.
9) Choose a key fragrance
Select one key fragrance in the shop to complement your display - a popular or seasonal scent is a safer option so long as you ensure there are many products within the category to support this.
10) Consider cross merchandising
This is all about a lifestyle, particularly with gifts and homewares. Any products that can draw attention to or complement others can always create an interesting and eye catching display. There are many brands and stores that base their entire merchandising philosophy on this look and feel, which I highly encourage in today’s modern retail environment. Customers are extremely intelligent and knowledgeable today and speaking to them on the same level will bring confidence and trust to your store.
Heyland & Whittle
Introducing the Eco Collection of fragrant, hand-poured and blended soy candles and reed diff users, housed in 100% recycled glass and packaged in 100% recycled card, helping customers make more eco-friendly lifestyle choices in the home.
This new Eco Collection takes Heyland & Whittle’s commitment as a business to care for the planet one big step further. For the fi rst time, they have created a collection of hand-poured candles and reed diff users that are contained in 100% recycled glass and packaged in 100% recycled card. The diff user and candle vessels can be re-purposed again and again – as drinks glasses, hot beverage glasses, fl ower vases, biscuit and snack bowls, water and juice jugs and fl ower vases.
The fragrant hand-poured candles are made with a sustainable soy wax and essential oil blend for a clean, slow, even burn. There are three new fragrances in this collection, available as both diff user and candle options. Geranium & Oud: Fresh and rich green, peppery geranium blended with sweet, smoky oud and fragrant hints of rose, jasmine and praline - an opulent aroma reminiscent of the East. Mint & Bergamot: Uplifting and refreshing cool Mint blended with zesty, citrusy bergamot - the ‘just picked’ aroma of summer. Hibiscus & White Tea: Calming and relaxing woody citrus notes of White Tea blended with gentle hibiscus, freesia and jasmine. A gentle aroma with feel-good benefi ts. Call: 01293 525825 Email: sales@heylandandwhittle.co.uk Visit: heylandandwhittle.co.uk
Love Country
Looking for something diff erent? Check out the colourful Home Fragrance Collection by Love Country. Their diff user tubes are wonderfully illustrated making them stand out from the crowd. Blended by the fi nest perfumers in England and proudly vegan-friendly, there is a scent for every mood throughout this exciting new collection featuring Room Sprays, Wax Melts and Diff users. Refi lls also available. Call: 07735 918118 Email: support@lovecountryuk.co.uk
Manor House
There was a buoyant first quarter for re-branded Manor House. Despite no Spring Fair, they are gaining many new customers including garden centres, gift shops and farm shops. This comes after a brilliant Christmas season, which rivals previous Christmases in terms of orders received with many new stockists.
Manor House are in the midst of launching a newly re-branded Manor House, with smart and very stylish packaging. There is an exclusive launch with a major retailer, which will then roll out to all their clients over the next month or two before being widely relaunched. Stockist response has been very positive, with many advising that, despite the shortened time scale that they were allowed to open, sales have been very strong.
Manor House launched their extended offering of 28 home fragrance collections last year and this will continue into 2021 with some new additions throughout the year. This will be their widest collection ever, and all fragrance collections include their signature Pot Pourri, Scented Botanical Candles, Gift Boxed Candles, Diffusers and Room Sprays along with Drawer Sachets, Liners and more.
Weekly they are gaining new stockists, many of whom they met at last year’s Spring Fair or through their strategic advertising. After perusing the new catalogue, they have now come through to ordering - both at home and overseas - which has been great to see.
Manor House are currently in the midst of spring production which is much more positive than expected with orders beyond all expectations - with many clients stocking up for reopening and some already confirming Christmas orders.
The company pride themselves on producing all their products by hand in Suffolk which comprise: Pot Pourri and Scented Pine Cones, Scented Botanical Candles, Room Diffusers and Sprays, Drawer Liners and Sachets along with Advent Candles, Scented Fabric Bags and Cushions. They will shortly be relaunching a complete new collection of Luxury Hand Wash and Moisturising Lotions to complement each of their 28 fragrance collections.
All products use mainly British packaging and fragrances, the finest botanicals from around the world, recyclable packaging, fabrics, hand woven silks from Suffolk silk mills and ribbons mainly from British companies thus creating a true Handmade in Great Britain Home Fragrance Collection.
The Facebook page Manor House Home Fragrance Ltd, Twitter @ManorHouseHome1” and Instagram @Manorhousehomefragrance all link their business with their retailers and final end customers and clients is gaining many followers and numerous positive comments.
Private Label Home Fragrance is increasing dramatically and Manor House 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. Call: 01359 250720 Visit: manorhousehomefragrance.co.uk
Lesser & Pavey
The company’s range of Aroma Lamps continues to grow in popularity as do the items designed by their in-house creative team. The new range for Christmas comes in the form of white ceramic Aroma Lamps that have an etched effect on the sides to project a 3D effect when lit. The designs to date include Angel Wings, Tree of Life, Woodland, Butterflies, Bees on Honeycomb, Buddha, Elephant and Skull. In the same material, Lesser & Pavey also have tealight holders and wax melt and oil warmers. Complementary humidifiers will soon be launched. The Aroma Lamps bring fragrance and light into any living space in the home. The Desire range is all about wellbeing. These multi-coloured lamps are touch-sensitive, projecting light that can be used with wax melts and aroma oils. They create an atmosphere in a decorative addition that forms a range of over 100 items. Each one comes individually gift boxed, and some have a remote control and can play music by Bluetooth. The fragrance oil and wax melts to use in conjunction with the lamps are also available.
Three ceramic humidifiers are included in this range; they change colours and are presented in individual colourful gift boxes. A multitude of fragranced candles and diffusers are offered, with quality fragrances, decorative glass containers and gift boxed accordingly to reflect fragrance and style. Call: 01322 279225 Email: sales@leonardo.co.uk Visit: leonardo.co.uk
Wax Lyrical
Wax Lyrical have double reasons to celebrate, with several new home fragrance ranges gaining much attention, as well as expanding their long-standing Made in England and Colony ranges, by launching brand new fragranced hand care products.
Wax Lyrical started 2021 by unveiling stunning new home fragrance candles and diffusers with Yvonne Ellen, Sophie Conran and their very own, Street Mythology, all making heads turn. Jacqui Gale, CEO of Wax Lyrical says: ‘we have even more reasons to be extremely excited.
‘I cannot wait to see our much loved Colony and Made In England fragrances on shelves with their beautifully designed, Hand Wash, Hand Lotion and Rinse Free Hand Cleanser bottles standing proud!
‘Personal hygiene and hand washing will continue to be a focus for everyone. We have taken our 40 years’ experience of fragrance expertise to develop a suite of Hand Care ranges to add to essential hygiene and beauty regimes. We are launching Colony and Made In England this spring and later in the year, our other home fragrance collections will have hand care joining the ranks.’
Personal and natural
Fragrance has always been at the heart of Wax Lyrical. Jacqui adds: ‘Our products and fragrances have been inspired by our surroundings since the beginning, from the ingredients we choose to the patience and craftsmanship that goes into every fragrance we create. ‘It seems only natural that our products should now evolve beyond the home to care for and enhance our every touch. We are proud to bring our expertise in fragrances to hand care, creating layers of scent that keep rewarding our customers for hours. From gentle hand washes to enriching moisturisers, lotions, and the soft yet reliable protection of our rinse free cleanser.’ The Made in England collection is a true celebration of Wax Lyrical. Presenting ten fragrances, the range of hand care products offers choice for consumers from floral to citrus scents. The no-rinse hand cleanser is perfect to refresh hands between water washes. Simply apply a small amount to hands, rub in and air dry, enjoying the subtle fragrance. It is formulated with 70% alcohol to keep hands clean and protected without drying them out. Colony is a signature Wax Lyrical collection, steeped in tradition and epitomises classic fragrances made in the UK. The gently foaming formula of Colony hand wash has been developed with jojoba oil that contains natural Vitamin E, an antioxidant that can help prevent damage to the skin. ‘We are fortunate to be part of the Portmeirion Group which continues to invest in facilities and employment in Cumbria,’ says Jacqui. ‘Our 40 year story is about innovation, our people, our environment and our high-quality, British-made products. Commitment, quality, passion. Products to wax lyrical about.’
Get ready to re-open with the Wax Lyrical April 10% discount exclusive to Trade customers. Quote APRIL21. Valid 1-30 April 2021. Visit: waxlyricaltrade.com
Price’s Candles
Price’s Candles have been producing longlasting candles ever since the company was founded in 1830. Whilst the world of candles has changed immensely since then, their promise to produce high quality candles remains just the same as it once did. Price’s Candles’ best selling Fragrance Collection was launched in 2018 to appeal to a younger generation of candle lovers, and has grown in popularity and range size, now boasting an array of contemporary scents and designs. These candles are made with the highest quality of purified waxes and fragranced throughout. This collection boasts an impressive 36 scents including stunning seasonal fragrances in a variety of candle sizes, from the smallest sized candle tin, to the largest, the contemporary large glass jar and reed diffuser to create the perfect fragrance layering in any home. Burn times range from 25 to 150 hours and the collection offers a vast choice of scents across the fragrance families of woody, spicy, floral, fresh, fruity and sweet. Some of the bestsellers include:
Open Window: The scent of pure fresh air! Clean and crisp, this will fill your home with a strong, crisp fragrance. Cotton Powder: A soothing scent of fresh, clean laundry. Top notes of citrus, and musky base notes, to complement the scents of fresh air and white flowers. Spa Moments: Featuring base notes of camomile, this will aid relaxation and create an uplifting and therapeutic environment. Cherry Blossom: A subtle, fruity floral fragrance, from the flower of the exquisite cherry tree. Magnolia: This quintessentially Southern fragrance has a sweet floral fragrance that’s lightly fruity, with some comparing its scent to Champagne.
Browse Price’s website for a selection of scented candle jars, scented and unscented tealights, fragrant reed diffusers, the citronella garden range, elegant dining and church candles, and their best-selling odoureliminating collection. Email: sales@prices-candles.co.uk Visit: prices-candles.co.uk
