A GLOBAL VISION

The toy industry’s loss is clearly the home fragrancing industry’s gain. “I started out as a toy inventor,” explains Marmalade of London’s cofounder Piers Flook, “licensing my inventions to one of the largest toy makers in the world. Unfortunately, toy production was moved to the Far East, and as I wanted to support British manufacturing, I set up Marmalade believing that high quality British manufacturing techniques and quality standards were far superior.”

The toy lab in Piers’ factory was subsequently re-purposed as a candle testing lab. (Piers’ mother was a keen aromatherapist, utilising her large garden to create fragrances that inspired Piers’

Currently celebrating ten years, Piers and Helen Flook, co-founders of Marmalade of London, tell PG&H/Guide ongoing love of scent). Piers’ wife and co-founder Helen joined him after selling her recruitment business, using her global contacts to pursue the company’s international expansion ambitions. From the off, all Marmalade home fragrance products featured natural ingredients, to include shea butter, soy wax and essential oils, with the Marmalade Wellbeing collection highly commended in the Gift of the Year Awards 2022. While both Helen and Piers have always championed British design and manufacturing, in the last three years, they have become increasingly focused on the company’s environmental footprint. “The new factory we built in 2022 only has electric vehicles and reach trucks, with the site screened with 1000 newly planted trees to benefit the local environment,” highlights Piers.

To Home Fragrance, why the coming year could not be a more exciting one for the business.

As well as expanding the company’s reach in the US and Canadian retail markets, exotic global destinations are in their sights too. But even that’s not all . . .

“The construction is as environmentally efficient as we can make it, and we are covering the roof with solar panels to get off grid. In addition to high performance insulation and cladding, the premises also features low air permeability design, as well as electric vehicle charging points. There is always more to be done, but we are definitely far more aware and conscious of the eco journey than when we started out at our Cheltenham HQ a decade ago.”

And if all of that wasn’t enough, internationally, the company is going from strength to strength. Marmalade recently opened a 5000 square foot showroom in Toronto with Canadian customers reporting fantastic sell through of the brand.

“Business in Canada has gone absolutely crazy!” says Helen. “Although the country is going through a similar economic period to the UK, fortunately we seem to be bucking the trend.”

In the US, permanent showrooms have been opened in Atlanta, Las Vegas and LA, with the US retail market continuing to grow strongly, and Marmalade regularly exhibiting at the Atlanta and Dallas Gift Shows. Meanwhile, additional global markets are in the pipeline. “Following a trip to Antigua in March, we will be opening in even more exotic locations with new outlets in Barbados, Bermuda, the Bahamas and Hawaii,” highlights Piers. In the UK meanwhile, the company will again be expanding its products this year, building on the success of Spring Fair. Piers is proud to report that Marmalade was up 200% on 2022, with the company’s new Peony Blossom fragrance launched and well received at the show. Other new launches in the pipeline this year include an ultra-sonic diffuser, votives and a new Christmas range.

“We will be making all products more giftled, especially our winter/Christmas ranges which we will be putting into sleeves that say ‘Merry Christmas’ and ‘Happy Birthday’,” explains Helen. “While ‘Happy Birthday’ isn’t festive, people do have birthdays all year round, to include the winter months!”

In addition, at their customers’ request, the company is transitioning from handwrapped recycled plastic tubes and pumps in their skincare range – coordinated hand and body wash and hand and body to lotion – to glass containers and pouches. “Because a lot of people gift Marmalade, we have relaunched the range to make it more gift-led, investing in finding really good quality glass,” explains Helen. “We’ve already transferred four items into glass with pouches and will be transitioning more over the coming months.”

She continues: “We are also getting traction from boutique hotels who are looking to move away from the mini tubes you find in hotel bathrooms, preferring our re-fillable glass bath and body products and pouches as the alternative - although the recyclable plastic tubes could still be sold to guests who like and want to buy the products.” Looking ahead, the company will also be developing shampoo and conditioner to further expand the range. “We’re seeing a lot of interest from upmarket local hotels who are preferring to use local suppliers as opposed to importing products

Piers and Helen Flook: The Lowdown

What do you enjoy most about working in the home fragrance industry? “That our products enhance people’s homes and make them happy.”

What made you want to be an entrepreneur? Piers: “My father grew a successful business from scratch, and my mother owned a shop, so I came from a strong business background.” Helen: “My father had a very successful business too, so like Piers I had that same work ethic when it came to running my own business. Plus, and most importantly, I don’t like people telling me what to do!”

What advice would you give to a young entrepreneur today? Helen: “Follow your dream but understand that running your own business is often challenging. You have to live it 24/7 and be prepared to go to work on a Sunday if you need to, and to wake up at 3am worrying about something you need to sort out the next day.”

How do you like to relax when you get the opportunity? “Holidays with a beach, preferably with the sun out.”

IN PROFILE: Marmalade of London from China,” points out Helen. “For us, it’s also a good way to raise the profile of our brand.”

In line with many other UK companies, the biggest challenges for the company going forward will be increasing raw material and shipping costs, along with currency fluctuations and energy prices. “However, we are delighted to say we have kept our prices fixed despite some competitors increasing theirs,” Piers comments.

“Generating our own green power will help with energy prices and we now have US and Canadian bank accounts. Therefore dealing in dollars, euros and sterling will reduce some of the currency risks,” he points out.

“This is an exciting time for Marmalade. We’re increasing our domestic and international business, expanding our product range to enter new markets, most notably in skincare, and increasing our investment in innovation. We put an amazing amount of time and effort into developing our fragrances and packaging, and also pride ourselves on providing the best possible service to all our stockists. The bottom line is that when you make a very good quality product for a sensible price point, consumers will keep on purchasing.”

1: INIS HOME REFRESHER OIL

Inis is offering a new way to instantly brighten your surroundings with its sparkling, clean scent. Use the company’s concentrated Refresher Oil in electric diffusers and oil burners, or to scent any potpourri or porous ceramic home fragrance item.

Inis

T: +3531 286 7125

E: hello@inis.com

W: www.inis.com

2: SUSTAINABLE LUXURY BY F.Y.G

F.Y.G is a sustainable lifestyle brand focusing on the immersive experience of fragrance. The Back-to-Basics range of candles, diffusers, washes and lotions is a carefully curated collection of timeless classics with a modern twist. This season’s must-have fragrance is Orchid Noir - think luxurious heart of orchid and lotus wood, blended with top notes of ylang, bergamot and truffle. The base notes of vanilla, sandalwood, vetiver and dark chocolate complete this fragrance.

FYG

T: +44 208 914 7974

E: demi@fyghome.com

W: www.fyghome.com

3: OPULENT GEMSTONE SHADES

Ashleigh & Burwood has introduced The Jewel Collection, featuring enticing scents that infuse the home with a mood of decadent luxury, complemented by gleaming glass designs in opulent gemstone shades. The Jewel Collection's Large Fragrance Lamps are expertly designed to complement each scent with richly coloured ombre vessels reminiscent of precious stones of Pink Sapphire, Amethyst, Tanzanite and Onyx. Presented in stylish and colourful marble-patterned boxes.

Ashleigh & Burwood

T: +44 (0) 1932 267060

E: COT@ashleigh-burwood.co.uk

W: www.ashleigh-burwood.co.uk

4: SNOWDROP & JASMINE FOR THE SCENTED HOME

Snowdrop & Jasmine is one of two new fragrances Ashleigh & Burwood has introduced to The Scented Home’s extensive range of Reed Diffusers and Refills for the spring/summer 2023 season. The blossoming new scent captures the floral blooms the spring season is renowned for and brings a comforting harmony of floral fragrance to the home. Notes of velvety jasmine at the heart of the fragrance are enhanced by a gentle accord of snowdrop, violet and lilac atop a base of soft musk and warm woods.

Ashleigh & Burwood

T: +44 (0) 1932 267060

E: COT@ashleigh-burwood.co.uk

W: www.ashleigh-burwood.co.uk

5: ENHANCE YOUR WELLBEING

A new range of ‘wellness’ diffusers from the perfumery at Potters Crouch are ethical, sustainable, zero waste, giving back to nature and at a low price. The premium quality fragrances come in zero waste packaging, while there are also matching candles and wax melts.

Potters Crouch

T: David on 07867 537192 or 01727 836454

E: david@potterscrouchcandles.co.uk

W: www.potterscrouchcandles.co.uk

1: GORGEOUS NEW FRAGRANCES

Best Kept Secrets is continuously working on keeping its ranges fresh, beginning 2023 with the launch of 10 new fragrances, inspired by current, designer fragrance trends. The line includes Silver Fern & Willow, Fireside & Cypress, Green Tea & Vetiver, White Flowers & Cashmere, Black Rose & Amber, and Rainbow Falls, Bay Ocean Spritz, Lime, Basil & Mandarin, Pink Skies and Orange Blossom & Rhubarb.

Best Kept Secrets

T: 01670 512222

E: Sales@bestkeptsecrets.co.uk

W: www.bestkeptsecrets.co.uk

2: A CLASSIC FRAGRANCE WITH STYLE

A new addition to the Lesser and Pavey fragrance collection of candles and diffusers is the Madelaine range. Originally launched in by Heart Design in 2022, it has grown in popularity with customers, with the initial four designs turning into a Mother’s Day and wedding gift range. The new additions bring six new fragrances candles and diffusers in stylish glass jars and bottles with attention to fine detail with crystal bows, lid tops and cane gold baubles, packed in premium gift boxes and cylinder packaging. Lesser & Pavey

T: 01322 279225

E: sales@leonardo.co.uk

W: www.leonardo.co.uk

3: OUR FRAGRANT WORLD

Best Kept Secrets is launching its first ecoinspired candle collection, Our Fragrant World. The range of eco-friendly boxed candles have been inspired and created based on our fragile world and how we need to make change. The range includes Black Pepper & Birch, Café Rose & Warm Velvet, Mediterranean Citrus, Patchouli & Vanilla and Smoked Embers & Amber.

Best Kept Secrets

T: 01670 512222

E: Sales@bestkeptsecrets.co.uk

W: www.bestkeptsecrets.co.uk