Gifts Today
Home Fragrance Supplement 2025
T HE WA LLED GARDEN
A new collection for 2025 of six atmospheric scents, reminiscent of the blooming British countryside. Inspired by floral aromas drifting through a quintessential country garden. This range consists of six floral fragrances, presented in vegan friendly Soy Candles each one in a soft muted palette with reed di users in matching fragrances.
Cover Story
18 Best Kept Secrets
Award-winning home fragrance brand Best Kept Secrets is expanding its best-selling Just Because Collection and unveiling exciting innovations
Columnists
10 Sara Allbright
The former John Lewis home fragrance buyer, now a director and co-founder of Retail100 Consulting, describes why home fragrance is definitely worth considering as part of your product mix - if it’s not already
12 Stephen Spencer
The founder and Ambience Director of retail consultancy Stephen Spencer + Associates discusses how scent can boost in-store sales
Gifts Today team
Advertisement Manager Marian McNamara Marian@lemapublishing.co.uk
Editor Clare Turner Clare@lemapublishing.co.uk
Layout/Design
Rick Vickers rick@lemapublishing.co.uk
Managing Director Mark Naish mark@lemapublishing.co.uk
Production Director
Paul Naish paul@lemapublishing.co.uk
Retail Interviews
14 Elphicks
Rebecca Gilligan, home and gift buyer of Elphicks, winner of the Best Department Store Retailer of Gifts category of The Greats Gift Retailer Awards 2024, explains why home fragrance ranges have been a real success for the business, and how she’s building on that momentum by introducing even more brands and creating stronger, more impactful in-store displays
16 Wallace’s Homevalue & Garden Centre
Buyer and visual merchandiser Mairita Osipova says home fragrance is a core category for Wallace’s Homevalue & Garden Centre, which is based near Wexford in Ireland, and reveals her favourite suppliers from the Emerald Isle and overseas
Fragrance Forum
4 Message from the Editor
6 News
8 New Products
31 Shop Talk
Independent gift retailers share their home fragrance stories, from standout successes to new arrivals, and offer some sage advice for buyers considering entering the scent space
34 Trade Talk
Top executives at leading home fragrance suppliers give their insights and experiences, and predict what’s hot and what’s next for this ever-evolving gift category
Company Profiles
24
WMessage from the Editor
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elcome to Gifts Today’s annual Home Fragrance Supplement, which we firmly believe is the definitive guide to this diverse and dynamic sector in the UK. From comprehensive details of new products, to trading patterns and trends, this really is a valuable source of reference for the gift industry.
For this year’s edition we have collated information from an impressive array of suppliers, buyers, and experts to provide you with a deep dive into what’s hot and what’s next in this category. Hopefully, our content will help to light up your sales for the new season and beyond!
The broad consensus from our contributors is that home fragrance has not only enjoyed a huge surge in demand over the past year, but its popularity continues to increase, as candles, wax melts, diffusers and more are becoming staples in our households.
As our Trade Talk participant Aylish Ellwood, senior marketing manager of Enesco, says: “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.”
entering the scent space for the first time. Retailers also share some useful tips on how to display home fragrance to its best advantage. A great example is from Richard Barker, director of four-strong chain Cilla & Camilla in West Dorset. He says: “We try to be original where we can. For example, fragranced drawer-liners are displayed with fashion accessories (socks particularly!).”
All agree that their home fragrance ranges are enjoying great success. But as Nicola Scarff, owner/ director of Noah Home and Gifts in Glasgow, notes: “With so many options available, it’s essential to know your customers. What do they expect in terms of design and price point? Our range is sentiment-led, and the products we choose reflect that perfectly.”
“The broad consensus from our contributors is that home fragrance has not only enjoyed a huge surge in demand over the past year, but its popularity continues to increase, as candles, wax melts, diffusers and more are becoming staples in our households”
And, as she rightly points out, purchasing home fragrance products is a great reason for consumers to visit a shop, so they can interact with the itemsyou can’t smell a scent on a website!
We’ve spoken to several retailers across the UK (and across the water in Ireland) to find out what they stock and what’s selling well for them, to give you an up-to-date overview of the home fragrance retail scene. From a garden centre to department stores, specialist gift chains and single stores, they have kindly shared their experiences.
Turn to our Shop Talk section to discover some tried-and-tested tactics for maximising salesand sage words of advice for buyers considering
She stocks a selection from Best Kept Secrets - and its tin candles are particularly popular because “customers adore the added sparkle and the affordable price point”.
We’re proud to say that Best Kept Secrets is our Cover Star for this Supplement. And Nicola will be pleased to read that this award-winning brand is expanding its best-selling Just Because Collection and unveiling exciting innovations. It’s also a finalist in the Affordable Gifts category of the Gift of the Year Awards 2025! Read more about how the brand continues to evolve, offering retailers high-quality, fragrance-led gifts that balance affordability, sustainability, and personalisation, on page 18.
In addition, we have lots more news and views on the industry. These include our columnist Sara Allbright, the former John Lewis home fragrance buyer, who is now a director and co-founder of Retail100 Consulting. She describes why home fragrance is definitely worth considering as part of your merchandise mix.
And finally Stephen Spencer, the founder and Ambience Director of retail consultancy Stephen Spencer + Associates, discusses how scent can boost in-store sales. He sums it up well when he says: “As the iconic actress Elizabeth Taylor, who among her many achievements built a fragrance brand with sales approaching $1bn, put it: ‘The beauty of fragrance is that it speaks to your heart, and hopefully someone else’s.’ Why not let that someone else be your customer?”
As you can appreciate, there’s plenty of food for thought in these pages! So why not take the time to light your favourite candle, pour a glass of something chilled, and enjoy reading our insights into this fascinating category.
Clare Turner, Editor clare@lemapublishing.co.uk
CAHM spreads its wings
Yorkshire-based luxury home fragrance brand
CAHM has secured its first Northern Ireland and Jersey stockists with the prestigious department store retailers Moores of Coleraine, and de Gruchy in St. Helier
CAHM founder and director Amy Hogarth said:
“We’re thrilled to be supplying these two iconic stores. Never in my wildest dreams did I think our brand, which started on my kitchen table during lockdown, would end up on shelves alongside the likes of Chanel, but here we are!
“We were nervous to begin exporting due to the new GPSR regulations and European red tape. However, we’ve been through the pain now and are ready for it. It’s not as complicated as it comes across, and to any other brands considering it, I’d say take your time to understand it as the opportunities are still there.”
Cereria Mollá 1899 expands to the UK
Spanish luxury candle brand Cereria Mollá 1899 made its grand entrance into the UK market at Spring Fair, where it showcased its exclusive range and gave retailers an opportunity to experience its premium home fragrance.
With over 125 years of heritage, the family-owned brand offers hand-poured candles, reed diffusers, and room sprays in signature scents such as Bergamotto di Calabria, Amber and Sandalwood, and Velvet Wood.
The launch marks a strategic move to meet growing UK demand for premium home fragrances. CEO
Santiago Mollá said:
“We’re thrilled to bring Cereria Mollá 1899 to the UK, where we believe our values of craftsmanship and luxury will resonate with discerning customers. Spring Fair was the perfect platform to introduce our brand to UK retailers. With the support of our dedicated sales and marketing team, and backed by an extensive trade support programme and integrated marketing activation plan, we are looking forward to forming strong partnerships.”
Fernlea & Dale wins #SBS award
Luxury candle brand Fernlea & Dale won a coveted Small Business Sunday (#SBS) award on February 24, selected by retail entrepreneur Theo Paphitis.
Small Business Sunday is an initiative created by Theo in 2010 which celebrates outstanding small businesses across the UK. Each week, businesses that demonstrate exceptional dedication and potential are personally selected for the nomination.
Founded in 2024 by mother-daughter duo Kate and Kiara Martin, Fernlea & Dale is based in a village outside Lincoln and is dedicated to crafting hand-poured candles using non-toxic natural soy wax and ethically sourced materials.
Kiara commented: “Winning SBS is a huge milestone. We stand behind our commitment to creating luxury, sustainable candles, and being recognised by Theo is both an honour and a testament to our hard work. We’re excited for the opportunities this brings as we continue to grow our brand.”
The Fragrance House acquires Heyland & Whittle
Fast-growing fragrance company The Fragrance House announced the acquisition of the brand Heyland & Whittle ahead of Spring Fair.
Heyland & Whittle has a long-standing heritage in the UK market with its primary focus on creating home fragrance and bath & body products. Since its launch in 2003, the brand has been widely known for its beautiful natural soap collections and premium home fragrance ranges.
The Fragrance House CEO David Brown said:
“The Heyland & Whittle ethos of using pure natural ingredients to create stunning fragranced products fits perfectly with The Fragrance House. The brand has a great reputation in the UK market and will be a fantastic addition to The Fragrance House.”
Heyland & Whittle exhibited at Spring Fair alongside The Fragrance House and all customer ordering remained directly with Heyland & Whittle for the show. The Fragrance House will be looking at operations and production in the coming months.
Home fragrance finalists
The Giftware Association has revealed the six finalists in the home fragrance category of the Gift of the Year Awards 2025. The winning and highly commended products will be announced at the Gift Awards ceremony, which will be held at the Royal Lancaster London hotel in May. The finalists are:
■ Funny Smells Fragrance Sticks by Go La La
■ Paddywax A Dopo by Designworks Collective
■ The Contemporary Kiln Collection by Zesty Lemons London
■ The Signature Home Fragrance Collection by Meg Hawkins
■ Whimsical Botanical Cast Fragrance Diffusers by The Foxglove Tree
■ Beautiful Sleep Bedside Edit by William Morris At Home
Mad Beauty celebrates silver jubilee
For the past 25 years, Mad Beauty has been inspiring and delighting customers with its design-led, feelgood gifting. Its beauty industry expertise and keen eye for creating must-have gifts is a unique blend which helps consumers to connect with their loved ones and their favourite pop culture icons.
Mad Beauty is launching several collections for S/S25 including new bath, body, and beauty treats from Disney’s Lady & The Tramp, Moana, Alice In Wonderland, and Princess collections, as well as Warner Bros Powerpuff Girls, and its exclusive Mad Beauty collections: London and Beautiful Boudoir.
Creative director Julia Cash said:
“We love creating new collections for our licensed and own-label brands and pride ourselves on our innovative 3D moulding. We continue to use our imagination to inspire our S/S25 creations, giving beloved classics fresh, modern twists, as well as taking inspiration from character personalities and some of the most iconic cities in the world.”
Freckleface collabs with Historic Royal Palaces…
Freckleface has collaborated with the independent charity Historic Royal Palaces to create a unique range of candles and home fragrance products. The range has been designed to capture the essence of the palaces’ rich history, combined with Freckleface’s craftsmanship in sustainable scent production.
The luxurious collection includes handcrafted products that evoke the sensory experience of stepping into a palace, whether it’s the scent of historic wood panelling, opulent interiors, or the magnificent palace gardens.
Three scents are available including Royal Bouquet, Royal Nights, and Palace Garden. Products include beautifully packaged candles, reed diffusers, wax melts, and gift sets.
… and partners with Combat Stress charity
Freckleface is making a meaningful impact through its charity partnership with Combat Stress, which provides specialist treatment and support for veterans, focusing on those with complex mental health issues resulting from their experiences during military service.
The partnership was inspired by Freckleface founder and director Tara CarlileSwift’s personal connection to the cause. After a family member suffered from PTSD following military service, Tara created the Calm + Unwind blend - packed full of essential oils to aid with mental health - and began working with Combat Stress to support those affected.
With 10% of sales from the Calm + Unwind range donated directly to the charity, Freckleface is helping to fund vital mental health services for veterans.
Alongside this initiative, Freckleface has recently expanded its wellness offering. Its new Wellbeing range includes essential oils, rollerballs, botanical bath bombs, and bath fizz, all designed to promote relaxation and self-care.
William Morris At Home
Go La La
Zesty Lemons London
Meg Hawkins
Designworks Collective
The Foxglove Tree
New Products Aromatize
Aromatize has a wide range of home fragrance products within its Woodbridge brand and complementary Aroma Accessories.
The Woodbridge collection offers candles, reed diffusers, wax melts, and essential oils. The brand has launched two new ranges for 2025, designed to be displayed together, cohesively.
The first range houses four sizes of scented candles, from an extra-large, five-wicked bowl candle to high-quality tealights. White wax in chic chunky glass containers are teamed with a silver-edged colour pop label. Wax melts and reed diffuser liquids complete the collection.
The second range has extra-large 2000ml and 1000ml reed diffusers. The scents are inspired by popular perfumes and aftershaves. There are also five-wick bowl candles and reed refill liquids. The wax has a 6% fragrance load and is made with premium ingredients. This collection has a
Call: 01254
black and gold colour scheme. The largest diffuser bottle stands at 26cm high with 56cm fibre reeds. Meanwhile, Aroma Accessories has everything to complement a home fragrance collection. This range comprises electric and tealight wax melters, plug-in melters, candle holders, shades and trays, reed diffuser bottles, and ultrasonic diffusers.
| Email: sales@aromatize.co.uk | Visit: www.aromatizetrade.co.uk
Namaste
Immerse yourself in the calming embrace of Divine Soul Incense: crafted to cleanse, purify and deepen your connection with nature. Its soothing fragrance enhances meditation, creating a peaceful atmosphere that helps to restore balance to your mind, body and soul. Made with the finest natural ingredients, each hand-rolled stick reflects purity, offering a rich and authentic sensory experience.
Available in 12 scents, Namaste carefully curates the best incense for you. Divine Soul Incense is made from non-pollutant, sustainably sourced ingredients, many of which are grown in the pure air and water of the Himalayas. This blend of tradition and modern innovation creates an incense that honours both nature and culture. The result is an exquisite fragrance that uplifts the spirit and transforms any space into a sanctuary of peace and balance. Divine Soul is more than just incense; it’s a journey to inner harmony and a deep connection with the natural world.
Call: 01756 700790
Email: sales@namaste-uk.com
Visit: www.namaste-uk.com
Best
Kept Secrets
Best Kept Secrets’ Just Because Collection continues to evolve, combining affordability, quality, and personalisation to create meaningful, fragrance-led gifts for every occasion. Recognised as a Gift of the Year finalist, this award-winning range has been developed in response to consumer demand for thoughtful, on-trend gifting solutions that don’t compromise on sustainability or style.
A key innovation has been the introduction of personalised Just Because Three Lite Boxes, allowing customers to add bespoke messages, regional dialects, or unique sentiments to their gifts. This level of customisation has made the collection a standout, ensuring each product feels personal and heartfelt.
The range has also expanded to include Wax Melt Cards, offering a new format that provides a long-lasting fragrance experience in a convenient and eco-friendly design. Meanwhile, the introduction of the Just Because Box Bags has created an all-in-one gifting solution, making thoughtful presents even more effortless.
Call: 01670 512222
Email: sales@bestkeptsecrets.co.uk Visit: www.bestkepsecrets.co.uk
Freckleface
What began as a hobby between a mother and son at their kitchen table has flourished into Freckleface, a thriving home fragrance brand with high street stores in York, Lincoln, Peterborough, and Stamford, and stocked in over 850 retailers across the UK.
Freckleface offers a diverse range of handmade, vegan, and plastic-free products including pick & mix wax melts, candles, reed diffusers, room sprays, tea lights, fragrance oils, gift sets, and hampers. Expanding into wellness, the brand now also features essential oils, rollerballs, botanical bath bombs, and bath fizz. With products starting from £1.50, Freckleface caters to all gifting budgets. The brand has also introduced licensed ranges with the Royal Horticultural Society, Laura Ashley, and Historic Royal Palaces, adding a touch of heritage to its collection.
Call: 01778 393699
Email: hello@frecklefacehomefragrance.com
Visit: www.frecklefacetrade.com
The Scottish Fine Soaps Company
The Scottish Fine Soaps Company, one of Scotland’s leading soap and self-care brands, has unveiled two new flagship ranges - Oakmoss and Wild Heather - paying tribute to the brand’s deep-rooted Scottish heritage.
Available to buy as hand wash, body wash, cleaning bars and hand creams, both ranges are a natural evolution from the brand’s popular and multi-award-winning Sea Kelp range. They are inspired by the magnitude of Scotland’s wilderness and expertly crafted using the finest Scottish extracts, which are sustainably foraged or farmed in Scotland.
Plus, in response to changing consumer demands, The Scottish Fine Soaps team is delighted to announce that one of its bestselling unisex ranges, Au Lait, is now vegan-friendly. The brand has used a carefully selected combination of Scottish oat and Chamomile milk to replace organic cows’ milk to create a new and improved version of the creamy classic.
Email: enquiries@scottishfinesoaps.com
Visit: www.scottishfinesoaps.com
The Somerset Toiletry Company
The Somerset Toiletry Company (TSTC) is excited to share the latest addition to its popular Sandalwood Country Club range: Redwood and Amber. A sophisticated addition to the collection, it features the rich, earthy aroma of redwood and is balanced by smoky amber notes that add layers of woody complex.
Crafted with high-quality ingredients, the eco-friendly scented candle is made using a natural coconut wax blend from a renewable source, ensuring a clean and slow burn. The accompanying reed diffuser delivers a continuous aroma, subtly infusing spaces with its rich and earthy scent. Encased in sleek, modern packaging, the range is a stylish addition to any interior.
And take the comfort of your favourite coffee shop home with you with the Urban Café candle. Inspired by TSTC’s in-house coffee shop, fittingly called The Soap Bar Café, enjoy scents of vanilla bean, caffe mocha, and caramel latte. Part of the new Urban Café range, this 250g candle fills your space with irresistible aromas. And when you’ve finished burning the candle, the chic ceramic container transforms into a reusable, coffee travel mug.
Call: 01761 451122 | Email: sayhello@tstcglobal.com
Visit: www.thesomersettoiletryco.co.uk
The Herdy Company
Following the overwhelmingly positive reception of its ‘Ewe by Herdy’ candle last year, Herdy is excited to announce the launch of a new home fragrance range, set to showcase at Home & Gift this summer.
The collection will feature a hand-poured candle, a room diffuser, and a wax melt burner - all presented in elegant ceramic vessels that reflect Herdy’s signature style. With a sleek yet playful design, the range offers a sophisticated aesthetic with a whimsical twist.
At the heart of the collection is the signature ‘Ewe’ fragrance, blending juniper and cedarwood with earthy oak moss and a hint of sea salt. Inspired by an aromatic journey through the Lake District, the ewenique fragrance captures the tranquility of dewy woodlands, rugged fells, and coastal breezes.
This distinctive combination evokes the tranquil landscapes of the Lakes, and transforms any space into a peaceful retreat inspired by nature: perfect for when you need a bit of ‘ewe’ time. The range is now available for pre-orders.
Call: 01539 739202 | Email: sales@herdy.co.uk
Visit: www.herdy.co.uk
Let’s focus on... fragrance
Former John Lewis home fragrance buyer
Sara Allbright, now a director and co-founder of Retail100 Consulting, describes why home fragrance is definitely worth considering as part of your product mix - if it’s not already
When thinking about what I wanted to share in this article, I decided to take a walk around some of the leading home fragrance retailers on the high street to look for any trends and reaffirm factors that have been critical to the category in previous years. I ended up with five themes that all coincidentally start with an ‘S’...
Seasonality
First up is seasonality. This is nothing new, especially during the second half of the year, with many brands majoring on Christmas scents and ranges to make the most of this critical trading period. However this year, more than ever, I feel brands are making more of an effort in the first half to pick up on the momentum of Valentine’s and Mother’s Day. Two examples I would pull out are the KYSS 200g scented candle from Skandinavisk, and the It’s All Rosy Reed Diffuser from NEOM - which takes the ever-popular rose scent in clever new directions.
Scale
Scale is becoming increasingly important. For a while now, brands such as Voluspa and Baobab have led the way with impressive and large statement pieces that are favourites with interior designers and grand hotels. It’s great to see new brands moving into this space and offering larger scale items at accessible price points. For instance, the additions to Stoneglow’s Modern Classics range sees large diffusers that offer scale
and impact, such as its 460ml Linen & Citrus Reed Diffuser.
Sustainability
Sustainability is absolutely present in where the category is heading, and brands are all working towards better solutions for their customers and the planet.
Unpackaged candles are growing in popularity: often this is when the vessel itself is highly decorative, and so doesn’t need to be hidden away in packaging or in a box when on sale.
Plus, refills are still evolving as consumers start to better engage with how you can refill a candle, and brands are trying out different containers that can be more easily recycled for diffuser refills.
Scent
I can’t talk about home fragrance without mentioning the most important ‘S’ of all: scent. The
array of options here is vast, as people’s tastes become more expansive and the market becomes more sophisticated.
It’s interesting to note the resurgence of what some might consider more old-fashioned scents such as lavender and rose. With the former, the recognition of its properties as a scent for relaxation and calm are now outplaying the grandma’s drawer liners connotations of old.
Pistachio would be my curveball fragrance that may emerge this year following the popularity of nuts within food trends - and as a colour for interiors launching in S/S25. I think that’s an interesting challenge for the industry noses [perfumers who create fragrances by combining ingredients]… to hone the fragrance of pistachio and decide what to blend it with.
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 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
Spend
My final ‘S’ would be spend, as this is a category where customers are still willing to splurge. We’re no doubt facing some challenging times in retail, but curating and retailing a strong home fragrance offer will stand many shops in good stead for the year ahead.
Like the lipstick effect in beauty [the theory that suggests cash-strapped consumers are more likely to purchase affordable small luxury items such as premium lipstick during economic downturns], when times are challenging people won’t necessarily buy big ticket items or make major changes to their homes, but instead will use fragrance to treat themselves and enhance their home environment.
The repeat purchase nature of the category will also help drive return visits and purchases to many a gift outlet. So home fragrance is definitely worth considering as part of your product mix - if it’s not already.
Allbright, Anna Berry, Neil Amer and Elaine Hooper
Created to commemorate Spring Fair’s 75th anniversary, Heritage 75 was crafted in collaboration with fragrance expert Quintessence Fragrances and home fragrance expert Sebnini.
The scent aims to capture the spirit of Spring Fair, blending tradition and modernity, and reflecting the excitement of the anniversary while symbolising 75 years of heritage. It’s described as a combination of invigorating top notes (apple, lemon, and bergamot), elegant heart notes (jasmine, tuberose, ancient cedarwood, and citrus), and warm, grounding base notes (amber, and earthy, mossinfused patchouli).
Talking scents
Stephen
Spencer, founder and Ambience Director of retail consultancy Stephen Spencer + Associates, discusses how scent can boost in-store sales
As the future of physical retail continues to be debated, the development of hybrid (so-called ‘immersive’) experiences - combining various combinations of brand, culture, adventure, education, food, and retailhas become a fairly common feature of many city centres.
While the use of digital technology has been employed in these experiences almost to saturation point, it’s arguable that more powerful ways of engaging customers are being overlooked.
As I write this, the fresh, earthy and velvety notes of Heritage 75the fragrance created to celebrate the 75th anniversary of Spring Fair - not only surround me in my office but also transport me back to the exhibition’s Buyers’ Lounge, where my colleagues and I delivered Ambience Clinics, and to the heritage and characteristics of a show I’ve been associated with for almost half (eek!) its existence.
According to marketer Michael Keenan: “Scent is our oldest and most evolved
sense. And today it’s used as a marketing tool by retailers to attract, delight, and convert in-store shoppers.”
This psychological effect occurs because scent directly influences the brain’s limbic system, where emotions and memories are processed, making customers more inclined to form positive associations with a brand.
In this age where stories are probably as powerful a marketing tool as they have ever been, the power of a smell to evoke memories and emotions should be a wellused component in any retailer’s toolbox.
A study by Nobel Prize-winning psychologist Daniel Kahneman found that people make financial decisions 90% based on emotion and 10% on logic. As the legendary sales trainer Zig Ziglar put it: “People buy on emotion and justify with logic.” Since many fragrances demonstrably influence moods (often by triggering memories), why wouldn’t a retailer use scent to help tell their story?
Given that introducing appropriate scents and smells into the customer experience is within reach of every retailer,
taking time to learn more about how this works would be worth your while.
In the Ambience Clinic, I delivered some short talks about the power of multisensory marketing, and was delighted when a German retail buyer mused that he might explore introducing the smell of suncream to a display of beach towels, sunhats, and flip-flops. You can imagine how the positive associations of previous holidays might put customers in the mood to buy from that display.
To give another example: simple scents such as citrus and pine have been linked to increased spending. Marisa Sanfilippo, an award-winning advertising and marketing expert, reports that researchers observed a 20% increase in sales with a simple orange scent, likely because straightforward scents are less mentally taxing, allowing customers to focus on shopping without distraction.
Floral scents, including lavender, are often associated with relaxation and positivity, making them beneficial in stores where a calm, inviting atmosphere is desired. According to bespoke fragrance
Stephen Spencer is founder and Ambience Director of Stephen Spencer + Associates: a retail consultancy that helps its clients to maximise ROI by enhancing the customer’s emotional journey through every touchpoint and emotion. He chairs the Advisory Board that is shaping the future of Spring Fair and Autumn Fair, and is a judge of the Gift of the Year Awards.
For a free copy of the Ambience Playbook, go to: www.stephenspencerassociates.com/ambience-playbook-registration Email: startyourjourney@stephenspencerassociates.com | Visit: www.stephenspencerassociates.com
house Maison 21G, scents that are known to attract customers and increase sales include peppermint, cinnamon, citrus, vanilla, and lavender.
And as reported by scent marketing and aromatherapy specialist Scent Central, in a bookstore study, a subtle chocolate scent led to a 5% sales boost and encouraged shoppers to engage more with both the staff and products. This scent made the environment feel cosy and familiar, prompting positive customer behaviours like lingering and exploring.
In summary, scents can enhance brand perception and store satisfaction. Using pleasant, subtle scents improve the overall shopping experience, leading to increased time spent in stores and heightened purchase intentions.
As the iconic actress Elizabeth Taylor, who among her many achievements built a fragrance brand with sales approaching $1bn, put it: “The beauty of fragrance is that it speaks to your heart, and hopefully someone else’s.” Why not let that someone else be your customer?
Pushing the boundaries
Clare Turner talks to Rebecca Gilligan, home and gift buyer
of Elphicks, winner of the
Best Department Store Retailer of Gifts category of The Greats Gift Retailer Awards 2024
What’s your background?
I’ve spent the past 25 years working with a variety of retailers including JoJo Maman Bébé, The White Company, Debenhams, and Morleys Stores. Homeware is where my passion truly lies. I love everything about it, from developing own-label ranges to working with multiple brands. Over the years, I’ve gained a deep understanding of the industry and take pride in creating products that people love and use in their everyday lives.
Why did you decide to move into gift buying?
Gifting is a new category for me, and I’m really excited to dive in! I’m thrilled to be on board and working with so many fantastic gift and home brands. It’s a
great opportunity to explore something fresh while building on my experience.
Tell us a bit about Elphicks. Located in [the Surrey town of] Farnham, Elphicks department store is a treasure trove of incredible merchandise. We offer a diverse range, featuring some of the world’s leading brands in fashion, lingerie, menswear, shoes, handbags, cosmetics, cards, toys, gifts, haberdashery, and homeware. As an independent
gifting experience. We also feature a seasonal gift food selection, perfect for special occasions or celebrations.
How do you find products?
We’re fortunate to have a fantastic team of reps who visit regularly and work closely with us. I attend various trade shows and events, including the Gift Food Huddle, Top Drawer, Spring Fair, and Home & Gift. I’m always on the lookout for new and emerging brands to
“Our home fragrance ranges have been a real success”
department store, we’re dedicated to serving Farnham and the surrounding community with pride.
A few years ago, we expanded our store to bring even more to our customers. We introduced a new fashion floor featuring key aspirational brands, launched a contemporary restaurant, and grew our popular home division.
Alongside these updates, we completely modernised the store with new ceilings, lighting, floors, and air conditioning.
At the heart of Elphicks is our commitment to the local community. We listen closely to our customers’ needs and continually strive to deliver what they’re looking for.
Describe your gift range.
We offer a carefully curated selection including home fragrance, home décor, decorative accessories, games, toiletries, and cosmetics. There’s truly something for everyone!
Paired with our award-winning card department, we provide a complete
collaborate with, while keeping a keen eye on the latest trends.
As a single department store, we have the flexibility to purchase yearround, allowing us to easily adapt and react to trading conditions. This gives us the ability to introduce fresh products throughout the season.
What’s proving popular in home fragrance?
Our home fragrance ranges have been a real success, so we’re building on that momentum by introducing even more brands and creating stronger, more impactful in-store displays.
Our key brands are Stoneglow, Freckleface, Glass & Wick, Candlelight and Aery. Candlelight’s gifting range, which we introduced for the Autumn season, has been a great success. It features a beautiful combination of tabletop items and home fragrance, and has worked incredibly well as a standout feature wall in-store.
This season, we’re excited to be working with Freckleface, and we’re thrilled to be stocking the lovely range from Glass & Wick: an independent company that creates beautiful hand-poured luxury soy candles and wax melts. This adds a unique point of difference to our offering and perfectly complements our range.
How do you get the word out there?
We recently launched a new social media and marketing department, and it’s been amazing to see huge growth in our followers and engagement. This has really helped us showcase new products and highlight events happening in-store.
We also have a new Elphicks 1881 Club app that is packed with perks and rewards, including money-off vouchers and free gifts. It’s a great way for our customers to enjoy exclusive benefits and get even more out of their shopping experience with us.
What’s the most rewarding aspect of your job?
I absolutely love my job. Each day brings something different, which keeps it exciting and fulfilling. Managing multiple categories allows me to stay engaged and challenge myself. I really enjoy the variety of work it involves, from curating product ranges to collaborating with a wide range of brands.
One of the best parts is the opportunity to meet incredible brands and see firsthand the innovative products they’re developing. It’s always exciting to discover what’s new, and it motivates me to continuously push the boundaries in what we offer.
A hidden gem
Home fragrance is a core category for Wallace’s Homevalue & Garden Centre in Ireland, as buyer and visual merchandiser Mairita Osipova explains to Clare Turner
What’s your background?
I’ve worked for Joseph Wallace since 2006. I started as a sales assistant and a few years later I was presented with the opportunity to assist the purchasing department. Today I’m the buyer for seasonal, homewares and gifting categories in our store. In conjunction with my buying role, I really enjoy creating visual displays. Outside my day-to-day job, I’m a qualified interior designer.
Tell us a bit about Wallace’s. Wallace’s was established in 1945 by Joseph Wallace and his three brothers: Matthew, Paddy and Simon. The business is now managed by the second and third generations headed up by Joseph Wallace, alongside his sister Chrissie Harpur and Chrissie’s son Ruairí Harpur.
Since the business originally opened it has grown beyond recognition, and expanded into five separate businesses including Wallace’s Homevalue & Garden Centre. This year the Wallace family and their staff
will be celebrating 80 years in business.
Wallace’s Homevalue & Garden Centre is based in Ireland [at Wellingtonbridge, a village in County Wexford], just 15 minutes from the nearest town of Wexford. We specialise in meeting all your building, home and garden needs.
In recent years we’ve expanded our Garden Centre, and our store has become a destination visit for customers near and far. With increased floor space, we’ve been able to expand our home and gift categories. We really are a hidden gem situated in the Irish countryside.
Describe your gift range?
It’s a curated range of gifts for any celebration, whether it’s a gift for a loved one or a treat for yourself. We have a very strong offering on fragranced products. They come beautifully presented, making them the perfect gift. From our collection of greeting cards, you will be able to add the ideal finishing touch to any of your gifts.
What are your key categories?
Home fragrance, greeting cards, jewellery, stationery and general gifts.
Who are your main suppliers?
In the last couple of years, we’ve put effort into selecting products made locally in Ireland. Where possible, we try our best to support small businesses and put money back into the local economy. While there are a bunch of Irish suppliers for fragrance and body care products, the majority of décor and giftware we must source overseas [see box right].
How do you find products?
We explore the latest trends at trade shows including Spring Fair in Birmingham, the Home &
“We have a very strong offering on fragranced products”
Gift Buyers’ Festival in Harrogate, and Showcase Ireland and The Gift & Home Fair - which are both held in Dublin.
We visit showrooms in Europe for big seasonal orders like Spring/Summer and Christmas. We also get regular rep visits in-store, which is a great way to physically see stock. I love to visit craft fairs as well. Finally, I research across multiple online platforms.
What’s your selection criteria?
We’re looking for good quality products at an affordable price. Packaging, minimum order quantity and service are no less important. Our local competition plays a part in branding selection. Where possible, we test products prior to committing to the order.
What are you most excited about stocking for S/S25?
This time of the year is my favourite: we are saying goodbye to the old and inviting in the new. Spring/ Summer stock will shortly start to arrive in the store, and we will have boxes loaded with beautiful gifts from our key suppliers.
We’re especially looking forward to receiving goods from Langs: its Spring and Summer collections are extra special this year. Wrendale Designs has added pin badges and introduced
in Ireland
new plush characters. Max Benjamin has added a plug-in air freshener to its range. And Henry & Co. has rebranded its fragrance collection. We will be introducing a handful of new brands too, which we’ve come across recently, to complement our current offering.
How do you get the word out there?
We promote our business on Facebook, Instagram, radio stations and in local newspapers. Our team of staff consistently receive high praise in customer reviews. I believe word of mouth is one of the stronger marketing tools.
We launch our Wallace’s calendar annually. Our customers can send in their photos and, if selected, they receive a gift voucher. The calendars are available free to all, and donations are appreciated - all proceeds go to our chosen charity afterwards. In addition, we proudly support the local community at different events and fundraisers.
Do you offer any services?
We offer complimentary gift wrapping, gift vouchers which can be spent across all our five businesses, and we create bespoke hampers tailored to customer needs.
What’s next for your gifts: are you looking at expanding into new categories?
There are a few new categories we would love to add to our offering in gifting. One we are exploring is children’s books and plush toys. From there on, we will be looking to add interest-based books and craft kits. We’re also looking to add bath brushes to complement our skincare ranges. What’s the most rewarding aspect of your job?
I’m fortunate to have a career that I’m passionate about. I enjoy working on the shop floor where I get a sense of achievement from listening to customer feedback. I love the excitement of stock arriving in the store, and creating store displays seasonally. This journey over the past 18 years has brought wonderful people into my life.
And the most challenging?
Most of the challenges we experience are usually supply-related and due to global issues. For gifting, Brexit and the pandemic were learning experiences. Most days I spend daydreaming about bigger floor space… but I think that’s a challenge for most retailers. Finally, do you have a favourite gift?
I really enjoy scented gifts. I regularly use The Handmade Soap Company’s products, both for home fragrance and body. Its Lemongrass & Cedarwood scent is my favourite.
Our favourite suppliers from Ireland…
• Inis - Fragrances of Ireland: home fragrance, bath and body products
• Max Benjamin: home fragrance, bath and body products
• The Handmade Soap Company: home fragrance, bath and body products
• Brooke & Shoals: home fragrance
• Celtic Candles: home fragrance, bath and body products
• Tipperary Crystal: jewellery and gifting sets of crockery. It offers lovely giftable Christmas tree decorations which most view as collectables
• Newgrange: jewellery and gifting sets of crockery and barware
• Black Hen Designs: illustrations on glass
• Irish Socksciety: giftable socks with Irish sayings/slogans
• Artwood: handmade wood and crystal suncatchers
• Card Boutique: greeting card supplier
Our much-loved suppliers from overseas…
• Wrendale Designs: stationery, giftware and plush toys
• Langs: beautiful gift and home décor which changes seasonally
• Widdop & Co: photo frames, clocks and giftware
• Joe Davies: collections of gifts and home décor, jewellery
• Alex Clark: cards and stationery
• Henry & Co: home fragrance - we love the ‘Mix & Match’ idea with wax melts
• Bomb Cosmetics: bath bombs
• Ashleigh & Burwood: fragrance lamps, lamp fragrance, fragrance oils and incense sticks
• History & Heraldry Group: home fragrance and personalised gifts
• The Naked Bee: skincare products
• Zelly: jewellery and scarves
• Nauticalia: coastal gifting
A winning year
Award-winning home fragrance brand Best Kept Secrets is expanding its best-selling Just Because Collection and unveiling exciting innovations
“We know that personalisation, sustainability, and affordability remain key drivers for consumers, and we’re committed to delivering products that not only look and smell incredible but also offer great value”
Following a successful year winning the Home Fragrance category of the Gift of the Year Awards 2024 with its Just Because Three Lite Boxes, Best Kept Secrets has once again secured a finalist position for 2025 - this time in the Affordable Gifts category with its hugely popular Just Because Collection.
The brand continues to evolve, offering retailers high-quality, fragrance-led gifts that balance affordability, sustainability, and personalisation.
The Just Because Collection is a standout in the gifting market, offering a wide range of products designed to celebrate life’s moments with a meaningful and personal touch.
From the much-loved Three Lite Boxes and candles to the newly launched Wax Melt Cards, each product is designed to bring joy, quality, and affordability to consumers. Retailers have embraced the collection for its versatility, sustainability, and on-trend approach to gifting.
New for 2025
Looking ahead, Best Kept Secrets is expanding its fragrance portfolio, introducing fresh, uplifting scents that reflect seasonal trends and consumer preferences. The 2025 lineup includes the warm and inviting Maple, Rose & Orange; the rich and sophisticated Mulberry & Velvet Oud; and the airy, light Endless Skies. These fragrances will be available across the collection, offering retailers a dynamic and on-trend selection to meet consumer demand.
Another major launch for 2025 is the Just Because Box Bags: an innovative, ready-to-gift solution that enhances the gifting experience. These stylish, beautifully designed gift bags complement Best Kept Secrets’ scented products, providing retailers with an all-in-one, convenient gifting option. With affordability at the heart of the concept, this launch is set to make a significant impact in the gifting sector.
The rise of personalisation & sustainability
Personalisation remains a key trend, and Best Kept Secrets is responding by expanding its personalised Just Because Three Lite Boxes, allowing customers to add bespoke messages or regional dialects. This level of customisation continues to drive sales, as consumers seek gifts that feel meaningful and unique.
Sustainability is also at the forefront of the brand’s growth strategy. From eco-friendly packaging to responsibly sourced materials, Best Kept Secrets is committed to creating products that are both beautiful and environmentally conscious.
The entire Just Because range embraces this ethos, ensuring consumers can purchase with confidence, knowing they are supporting a brand that prioritises sustainability without compromising on quality.
Supporting
retailers for success
Retail partnerships remain at the heart of Best Kept Secrets’ success. The brand is dedicated to supporting stockists with improved POS solutions, marketing tools, and product support, ensuring retailers can maximise sales and customer engagement.
With an ever-growing demand for affordable, fragrance-led gifting, Best Kept Secrets is committed to providing innovative, high-quality products that stand out in-store and online.
“It’s
The combination of fresh fragrances, stylish packaging, and meaningful personalisation ensures that Best Kept Secrets continues to be a leader in the gifting industry.
Retailers looking to expand their fragrance gifting range with on-trend, accessible products will find Best Kept Secrets an essential partner in the ever-evolving gifting industry.
Fragrances of Ireland
Inspired by the ocean
“Our aim is making people happy through their senses while also being mindful of the world around us”
Elaine Nolan, UK and Australian sales manager of Inis – Fragrances of Ireland, discusses the brand’s
portfolio of products and plans for a new collection
Tell us a bit about Inis – Fragrances of Ireland. Inis is an independent family-run company that was established around a kitchen table in 1983. Over the years we’ve had to adapt to changing markets. Our signature fragrance, Inis the Energy of the Sea, was launched in 1999 and is now a boutique brand favourite around the world. We are devoted to our independent retailers who have helped us become a niche gift market brand with a devoted following in the UK, Europe, Canada, Australia and the US.
What’s the company’s mission?
Our aim is making people happy through their senses while also being mindful of the world around us. As Inis is inspired by the sea, it’s been our honour to support the Irish Whale and Dolphin Group for over 20 years now.
The company has been trading successfully for more than 40 years. How has 2025 been for you so far?
Our business in the UK is flourishing and we’ve had a brisk start to 2025. I’ve no doubt Inis will continue to grow steadily and gain more and more devoted consumers with the help of our retail partners.
What factors do you attribute to this growth?
As awareness of Inis has increased, its loyal consumers never wane. We are simply getting more and more people trying Inis and falling in love with it, while never having any fall-off from customers who discovered it many years ago. Inis is a gift that is consumed, so people return to their retailers for more!
What sets you apart from other home fragrance suppliers?
Inis is a simple offering, as it’s just one scent and everyone loves it. While some people prefer woody fragrances over floral ones and vice versa, absolutely everyone loves a fresh fragrance.
Our bestseller, the Inis Diffuser, is packaged beautifully in our vibrant box with a rope handle. It’s a perfect gift. The white vessel and reeds mean it suits any room of your house or colour scheme, while reflecting its sparkling, clean fragrance.
We know the Diffuser is given as a gift, but the sales of our refills can now often outweigh the sales of the Diffuser set. So we know consumers are rebuying it for themselves all the time too.
What types of products do you offer?
Inis includes a Fragrance, Body Care and Home Collection. All our Body Care products are formulated with seaweed extracts from the Atlantic Ocean, and we carefully choose our ingredients such as shea butter, argan oil, and aloe vera to help nourish the skin.
Do you have any upcoming releases?
We’re looking forward to introducing our new Hair Care collection later this year, and we always keep a close eye on market trends and listen to our customers with a view to our next project.
What’s next for Inis?
We recently launched Inis in the Australian market - our first time in the Southern Hemisphere. With our success in the UK, US, Canada and Europe, we look forward to spreading our wings into pastures new, as Inis has such a wide appeal.
What’s the best way for retailers to see your collection?
Every year we exhibit at Spring Fair, Home & Gift Buyers’ Festival, and Autumn Fair. We love engaging with customers there. We have agents on the road covering the whole of the UK too. We also pride ourselves on having a wonderful customer service team!
Call: +353 1 2867125 | Email: hello@inis.com | Visit: www.inis.com
Manor House celebrates 18 years
Manor House Home Fragrance continues to grow and evolve to offer a branded collection as well as full private label facilities, as managing and creative director Darren Ellis explains
I purchased Manor House Home Fragrance 18 years ago back in March 2007 and my mother Pauline came on board as company secretary, so we’re a family-owned business. I have totally revitalised Manor House to what it is today.
We aim to provide good quality products at good prices, along with a good service to our customers.
Our mission is to offer a fully handmade fragrance collection that graces any home.
Based just outside Bury St Edmunds in Suffolk, all our
products are handmade in Suffolk - and hand-filled and hand-tied. So we offer a totally British collection, with 33 amazing fragrances to choose from.
Our range includes pot pourri, burner oils, scented botanical and glass candles, diffusers, room sprays, drawer liners and many other associated fragranced gifts.
Our diffusers, room sprays and botanical candles continually increase in sales but our standout line is our beautiful pot pourris, which we mix and fragrance in-
house and then pack by hand. Come Christmas time, our scented pine cones in voile bags with matching oils always sell beyond our expectations.
Over the past few years, we have continually gained many new stockists for our products, and our private label division has also grown beyond our expectations, with numerous new high-end retailers coming on board.
With so many home fragrance companies in the marketplace, a benefit to stocking Manor House is the fact that we offer realistic minimums, and you can choose to stock the items you want such as diffusers, room sprays, scented candles and pot pourri to offer a lovely collection - which usually means the end-purchaser will buy several items from a fragrance collection instead of just the odd item.
This year has started well for us.
In February we launched four new fragrance collections at Spring Fair: Cherry Smoke, Santal Blush, Vetiver Amber, and Wisteria. The show was good, with many new stockists coming on board, and we hope the year will keep steady…
We’re already looking at new fragrances for potential launches in the Autumn and for
Retail opinion
We have worked with Manor House for just over a year and they supply us with a collection of private label products. The labels look great, the product, quality and price is very good, and the stock sells very well. We have great customer service from the company and we will expand our range for the Christmas period.
Judy Bendall
Head of Retail
Blenheim Palace
Woodstock, Oxfordshire
It’s always a great pleasure working with Manor House, which has supplied us with our high-quality private label range for over 15 years. This company will go over and beyond for you - nothing is too much trouble. The service is superb and customers absolutely love the products. We struggle to keep them on the shelves.
Sarah Newman Retail Manager
Burghley House
Stamford, Lincolnshire
We’ve been proudly stocking Manor House products for over 15 years and our experience has been exceptional. The combination of good prices and high-quality products has made our partnership incredibly beneficial. Our customers consistently praise the craftsmanship and value of the items, which keeps them returning for more. Additionally, the customer service provided by the Manor House team has always been responsive and supportive, making it a pleasure to work together. We wholeheartedly recommend Manor House to anyone seeking quality gifts at competitive prices.
Christine Lamyman
Director
The Old Well Garden Centre
Cullompton, Devon
Manor House is a company that really fits our ethos - local, great quality, and fantastic customer service. It’s a joy to work with Darren and his team to bring our customers top-quality and beautiful products. Manor House sells well for us all-yearround, and we introduced its seasonal fragrances to our customers last year, which are divine!
Louise Brown
Senior Indoor Lifestyle and Visual Merchandising
Manager
Thetford Garden Centre
Thetford, Norfolk
Spring 2026, combined with new products to complement our existing range. We’re also in the process of working on a new trade website.
In the meantime, we still produce a printed catalogue that we can send out, or we can email a link to the online version. And we’re always happy to visit current and potential stockists personally.
Proudly made in the UK
Stoneglow has had an incredible start to 2025, marked by the launch of two new collections and a brand-new bespoke stand at Spring Fair, where the company won a Best New Product accolade. It’s also a finalist in the Made in the UK category of the Gift of the Year Awards!
For over 30 years, Stoneglow has been designing and manufacturing on the outskirts of London, remaining true to its values by continuing to produce all of its beautifully scented products in its own UK facilities.
The brand is committed to championing British manufacturing, using sustainable and responsibly sourced materials, and collaborating with UK perfumers and packaging suppliers.
Each product proudly carries the Made In GB logo and FSC certification, reflecting Stoneglow’s mission to make small, sustainable steps that create a big difference, while ensuring its products smell and look divine.
growth and the brand is eager to introduce its products to American customers.
With extensive experience in home fragrance, Stoneglow is at the forefront of new trends. Its new Sol collection captures the joyfulness of scent through mouthwatering gourmand aromas.
“With extensive experience in home fragrance, Stoneglow is at the forefront of new trends”
For the second half of 2025, Stoneglow is investing in extending its production lines.
Commercial director Louise Dooley notes that investing in the future is paramount for Stoneglow, because this will increase production capacity and allow for further growth while retaining a high level of quality control that is synonymous with the brand.
Stoneglow has also established a fulfilment centre in the US, opening up a significant new market. There is strong potential for
Additionally, the award-winning The Walled Garden Collection - which is a finalist in the Made in the UK category of the Gift of the Year Awards 2025 - draws inspiration from the British Isles, with British perfumers capturing the finest British blooms.
Stoneglow consistently adds new products to its collections, including incense sticks and tealights joining the popular Modern Classics range this year, further expanding its offerings. This range is a one-stop collection for all things home fragrance, featuring 12 incredible scents across over 100-plus product options.
The brand’s Autumn/Winter 2025 collection is set to launch in April, and its sales team will be equipped with samples to showcase the new autumnal and festive products.
Exciting new chapter
Candlelight has expanded its leadership team with two strategic appointments aimed at enhancing brand initiatives, driving innovation, and strengthening its market presence for sustained growth and success
Despite a challenging economic landscape, 2024 was a record-breaking year for Candlelight, with an impressive 36% growth and a projected 40% increase for the upcoming financial year.
Looking ahead, the company is targeting an additional 25% growth as it continues to expand. With a clear ambition to establish itself as the UK’s leading candle brand, Candlelight has strengthened its leadership team with two strategic appointments.
Candlelight is thrilled to welcome Kate Winch as Head of Sales and Tommy Bartles as Head of Brand. These key promotions will help build on the company’s tremendous growth and further solidify its position in the home fragrance and décor market.
Tommy shares his vision for the future: “For a long time, we have been a successful importer of home, gift, and fragrance, but now we’re focused on establishing a strong brand that truly resonates with our customers.
“There is a huge opportunity in the fragrance market for a well-priced brand that benefits from our design expertise and market leadership. Since launching our new branded fragrance ranges, the response has been phenomenal. We’re now stocked in many blue-chip companies, department stores, and garden centres across the UK.”
“Since launching our new branded fragrance ranges, the response has been phenomenal”
Kate brings extensive leadership expertise to the team and emphasises the strength of Candlelight’s foundation. She says: “Our team brings a wealth of experience and expertise, supported by a robust infrastructure that enables us to achieve our ultimate goal of becoming the UK’s leading candle brand.
“We place great value on our team, recognising that their dedication is key to our success. Our sales continue to grow, both with independent retailers - who benefit from exclusive ranges - and with larger multiples, where the Candlelight brand thrives through bespoke own-label designs.”
To further support this expansion, Candlelight has introduced a hardwearing branded display unit for customers spending over £1,000 on fragrance products. Tommy says: “The feedback has been fantastic. Retailers are stocking these units, demonstrating their confidence in Candlelight as a brand. Our goal is to become the UK’s number one fragrance brand, and we expect to have a strong market presence by the end of 2025.”
These strategic appointments mark an exciting new chapter for Candlelight as it continues to grow as a leading name in home fragrance and décor. With a dedicated leadership team, a strong vision, and a commitment to quality and innovation, Candlelight is well on its way to achieving its ambitious goals in the UK market.
Kate Winch Tommy Bartles
Doing things naturally
Heaven Scent offers a number of different ranges to suit all tastes. One of its popular candle ranges is illustrated by Sarah Pettitt, joint owner and creative director of Heaven Scent, who designs its core ranges too. Gifts Today finds out more…
Tell us about the story behind you becoming both a designer - and joint owner - of Heaven Scent.
I love to draw. I remember drawing as a child; it felt natural to me, an everyday occurrence. I attended art college when I was 18 years old. Many twists and turns later, I’m now designing for Heaven Scent as well as creating my own Illustrated Range. I draw all the time and it’s a joy to have my creations on different products.
What inspires you?
I’m inspired by nature especially - and being surrounded by the beautiful Wiltshire countryside helps. I’m also inspired by design, be it interior, fashion, textiles, buildings or concept design.
“I draw all the time and it’s a joy to have my creations on different products”
What was the very first product you designed for Heaven Scent?
I designed Heaven Scent’s Ceramic and Heritage Ranges, which are still selling well now. I also added whimsical paintings to a Christmas Range of candles over six years ago, and I’ve watched it grow, so I add new designs each season. But I have noticed that my older designs have turned into classics.
What’s your current favourite product design?
The most joy has been created by the Illustrated Range. Being able to draw things I love and luckily, creating something people seem to like, is just lovely. Then, to put these drawings to products, is so interesting.
What do you consider your greatest professional achievement?
It’s being able to design a whole product and seeing that selling in a shop. The work isn’t just drawing a picture. I have to lay out my designs and create packaging that I think will sell according to the season. The other dimension to the job is thinking of the fragrances and how they match the image. They come hand in hand actually, but it can be tricky.
Finally, tell us about Heaven Scents’ Illustrated Home Fragrance Range. Each season I create a new set of illustrations with the season in mind. Then I carefully choose the fragrance from Heaven Scent’s library of scents. I’m influenced by my love of nature, the sea, vintage children’s books and the love of design.
The Illustrated Home Fragrance Range includes candles, soaps, reed diffusers and mugs. For more information, visit www.heavenscent.co.uk where you can create a wholesale account. We are also on Faire.com.
Call: 01225 868788 | Email: contact@heavenscent.co.uk | Visit: www.heavenscent.co.uk
New for Spring/Summer
“It’s important that we continue to diversify our home fragrance collection to offer multiple attractive yet affordable product types’’
Continuing its fragrance journey, Enesco is delighted to launch new intros from Yankee Candle, WoodWick, Eau Lovely and Irish Botanicals
As the home fragrance journey continues for Enesco, the company is proud to see its portfolio continue to grow. Enesco is the exclusive distributor of three Newell brandsYankee Candle, WoodWick, and Chesapeake Bay - to independent retail, and brands from Ireland - Eau Lovely, Herb Dublin and Irish Botanicals - offering a wide collection of scented candles of varying sizes, reed diffusers, wax melts, scent plugs, and car accessories.
Senior marketing manager Aylish Ellwood says: “It’s important that we continue to diversify our home fragrance collection to offer multiple attractive yet affordable product types, which can be layered throughout the home and so matched to the needs and aesthetics of every room.”
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 that offer a diverse array of captivating fragrances. With a rich heritage dating back to 1969, Yankee Candle offers a wide range of candles and accessories that have become a staple in households worldwide.
Spring/Summer sees the launch of the Hello Italy! Collection. This new line is inspired by the charm, vibrancy and breathtaking beauty of Italy, bringing the spirit of the Mediterranean into everyday homes.
The collection combines earthy, citrusy, and sweet fragrance notes to evoke the joy of Italian gatherings, indulgent feasts, and picturesque adventures. Each candle’s design is adorned with elements of mystic-inspired prints, pictorial patchwork, and ceramic-inspired textures that reflect the beauty of Italian art and architecture.
Hello Italy! features five new fragrances of Capri Glow, Azure Sky, Lemon Gelato, Olive & Cypress, and Pistachio Latte, available for a limited time only.
Irish Botanicals
Ireland is renowned for its stunning array of herbs and flowers, often growing in the most unexpected and enchanting locations. Drawing from such inspiration, the new
introductions from Irish Botanicals for Spring/Summer discover the essence of nature with meticulously crafted candles incorporating real dried flowers - adding a touch of elegance to the visual appeal, while infusing each burn with genuine floral essence.
Six new fragrances across 12 candles promise to enchant both senses and soul. Perfect for enhancing any interior space, these candles reflect Enesco’s commitment to quality and aesthetic gifting.
The collection encompasses a diverse selection of scents including Wild Orchid, Chamomile, and Rosehip, in both a tin and textured vessel. The beautiful gift packaging features the same botanical illustrations, making it easy to merchandise and create visual impact at retail.
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. Three reed diffusers are added to this heartwarming collection. Call: 01228 404022 | Email: uksales@enesco.co.uk | Visit: www.enesco.co.uk
The power of a fragrance
Fragrance is the gift that speaks volumes, and Lesser & Pavey has captured this invisible language in a new range of products
Fragrance is a powerful, invisible language that tells us of emotions, brings back memories, and offers a perception of pleasures and warmth.
Lesser & Pavey captures this power in a new range of fragrance products. Diffusers are readily known for the fragrance they can offer, but it is the quality of the fragrance, the art form it is presented within, the reeds of fragrance circulation, and the gift that speaks volumes.
From the freshly washed linen smell to the exotics of the Shangri-La, the new ranges from Lesser & Pavey’s ‘Desire’ diffusers (200ml - one litre) and 400g candles offer Pomegranate Noir, Warm Cotton, and White Tea.
The next range brings Cologne, Encounter, White Cotton, Shangri-La, Pomegranate Noir, and Orange Sanguine. These diffusers come in 180ml, 250ml and 600ml sizes.
Large one litre diffusers contain the fragrances of Pomegranate Noir, Cashmere & Silk, White Tea, and Oud & Bergamot. Gift sets encompass the aromas of Shangri-La in 100ml, 200ml, and 500ml diffusers; a set of three 50ml diffusers; and a 220g candle. A 300ml diffuser is available in Fresh Linen, Pomegranate Noir, White Tea, and Shangri-La.
Fresh new look for CAHM
From humble beginnings on the kitchen table during lockdown, to supplying upmarket retailer Booths, the past five years have been a labour of love for CAHM founder Amy Hogarth.
She says: “What started out as a distraction to a distressing time has turned into a thriving business supporting myself and my family. CAHM’s mission is to share a positive mental health message through beautiful design-led gifts.
“
“We do that through sharing our CAHM mantra, which can now be found printed on the inside of our bestselling luxury reed di user packaging, so you get a little moment of you-time whenever you open the box.”
2025 sees a year of upgrades and refinement for CAHM, with new-look di user and candle packaging already here, and a move to a fulfilment centre to improve dispatch times on the cards. All products will remain handcrafted in West Yorkshire’s
historic mill-town of Farsley by a dedicated and passionate team.
Amy comments: “We’ve grown organically over the past five years, through hard work and determination, and the time has now come for me to grow our small team to keep up with demand.
“We’re absolutely thrilled with our newlook packaging. We’ve introduced a pop of colour across the range, upgrading its shelf appeal, and ensuring everything is ready for the larger retailers we are now working with.
“The new packaging designs were introduced at Spring Fair and were a huge hit with existing and new customers alike. Our new fragrances - Atacama and Indian Summer - have been incredibly popular, and we’re excited to see what the rest of the year has in store for us.”
For a copy of CAHM’s latest trade brochure, email trade@thecahmcollective.com.
Igniting the UK market
Over 100 years ago, Santiago Antonio Mollá envisioned a legacy that would pass from generation to generation - a vision that is more alive now than ever before. Today, Cereria Mollá 1899 continues to honour that vision as a worldrenowned, family-owned Spanish brand specialising in luxurious, handcrafted home fragrances.
With a heritage spanning over 125 years, the brand seamlessly blends artisanal expertise with modern innovation to produce truly exceptional scented candles, home perfumes, incense, and reed di users.
Based in Valencia, each Cereria Mollá 1899 product is meticulously handcrafted using sustainable, high-quality ingredients. The brand’s signature fragrances - ranging from fresh citrus and Mediterranean botanicals to deep, woody, and oriental notes - are designed to evoke emotion and elevate any space.
Whether it’s the warm glow of a candle, the subtle di usion of a reed di user, or the rich aroma
of incense, Cereria Mollá 1899 o ers a sensory experience that transforms homes into sanctuaries of scent.
With a commitment to eco-friendly production and a luxury but a ordable, premium approach, Cereria Mollá 1899 aims to ‘redefine the UK home fragrance market, o ering retailers a truly unique, luxury home fragrance experience’.
2025 marks a pivotal year for the brand with its o cial launch into the UK home fragrance market.
Santiago Mollá, CEO of Cereria Mollá 1899, says: “We’re thrilled to bring Cereria Mollá 1899 to the UK, where our values of craftsmanship and luxury will resonate with discerning customers.
“With the support of our dedicated sales and marketing team, backed by an extensive trade support programme and integrated marketing activation plan, we look forward to forming strong retail partnerships and expanding our presence in this exciting market.”
Caroline Ranwell Owner Hugs & Kisses
Tettenhall, Wolverhampton
We stock Best Kept Secrets, Inis - Fragrances of Ireland, Marmalade of London, and Lily-Flame. We also sell a range of incense. Our bestselling diffuser is from Inis: it just smells so fresh that the customers love it. And our bestselling general candles are from Marmalade. We also sell Lily-Flame’s Fairy Dust very well. Our newest arrival is a range of candles specifically for men called Bro Candle. These are hand poured locally and smell absolutely gorgeous.
Our most popular scents are Lime & Basil, Pomegranate, Bergamot & Rose and Fairy Dust
These have been our bestsellers for a few years now and the trend for us doesn’t seem to be changing.
We display all our candles apart from Inis together in our home fragrance section. We always have testers available for each fragrance as it’s important for the customers to be able to smell them properly. We wouldn’t sell anywhere near as many without them. Inis is displayed on its own branded stand and we have testers and samples for customers
to take away. We often have an electric oil burner in the shop with one of our oils, but we have so many candle testers that they make the shop smell absolutely beautiful.
My advice to a gift retailer would be: make sure you test if the candles smell strong enough and burn well before you commit to stocking them. The much cheaper candles will not contain as much essential oils and won’t have a very long-lasting fragrance. So make sure you buy a quality range. Also, make sure that you have plenty of testers - this will help you sell a lot more.
Priya Aurora-Crowe Buyer
Lark London 19 stores across London
Brands selling well for us are Aery, Paddywax (which has a fantastic A Dopo range), and FYG. Lemon is the new theme of the year, which means citrus scents will also be in high demand. We always have testers - never not have testers, and always speak to brands about their bestselling scents, because the brands are always correct!
Shop Talk
We ask gift retailers: what home fragrance products do you stock, and what advice would you give to a buyer considering entering the scent space?
Sara
Clarke
Lifestyle Buyer
Jarrolds Department Store
Norwich, Norfolk
Home fragrance is a key category for us.
We stock Stoneglow, St. Eval, Neom, Aery, Noor, Freckleface, and Paddywax
Trending in scents are definitely wax melts, which often have the additional sale of a wax melt burner. The customer selects 10 wax melts to go in a small gift box
Plus, electric diffusers such as Neom’s Wellbeing Pods are lovely as a special purchase either as a gift or a real treat for yourself. Its new portable car diffusers are also a really interesting addition to the home fragrance category - they are charged through a USB port. Then there’s tie-ins with organisations such as Kew or the RHS (with Freckleface). Paddywax has a Jane Austen scented candle [within its Library collection], which we are hoping to tie in with the book department: a novel and a candle for a different take on a gift.
Not fragranced, but the stripey British Colour Standard candles are always popular. We sell them in boxes but also as singles so they’re a nice add-on
sale
if someone is buying a candlestick or candle holder for a gift. Reed diffusers definitely seem to have slowed down for us.
We display home fragrance on a mixture of back wall and floor fixtures. We don’t use any of the brands’ own fixtures, as we feel it would limit our flexibility, because we tend to increase and decrease the size of the area according to the season. We have testers for all ranges. Sadly, we don’t scent our shop. We would love to but it’s just tricky for a big space in a department store.
My advice? There are so many brands out there that it’s difficult to know where to start your range selection. We tend to keep our fragrance selection for each brand tight and, if possible, ensure that each brand offers something different (this can be a challenge). Consider different types of vessels for fragranced candles. Noor always has new and interesting vessels, from dark leopard glass in A/W to lovely coloured neon glass for S/S. It keeps the area looking current and seasonal, as it can be an area that looks a little static.
Richard Barker Director Cilla & Camilla
Four stores in West Dorset: Beaminster, Bridport, Sherborne
We don’t give as much space to home fragrance as we possibly should. It’s an area that’s grown for us in the last couple of years, but we’ve not yet had the courage to take space from other ranges. We work predominantly with Ashleigh & Burwood (A & B), supplemented with St. Eval diffusers, Henry & Co wax melts, and fragranced sachets from Heathcote & Ivory. The relatively new mini diffusers from A & B - which we retail at £7.99 - have done well since they were introduced last year. The A & B Scented Home is, overall, our best diffuser range, and has been for some years. They innovate with new fragrances, but it’s the old favourites which sell: Fresh Linen, Sicilian Lemon, and Moroccan Spice.
For scented candles, St. Eval’s tealights and tins are far and away our most important range. Herb-based fragrances do particularly well: Bay & Rosemary is overwhelmingly our most popular. And St. Eval’s Christmas candles do exceptionally well. They smell good and are beautifully packaged.
We use testers where available and although we don’t actively seek to fragrance our shops, we often receive comments about how good the shops smell. However, I suspect this is more to do with the unwrapped Savon de Marseille soap we display in front of our cash desks, than anything else.
We tend to keep ranges together, in rather regimented shelf displays. They look good this way, easily demonstrating the range available. But we try to be original where we can. For example, fragranced drawer-liners are displayed with fashion accessories (socks particularly!).
Kate
Tompsett Owner Happy & Glorious Canterbury
I stock Heaven Scent , Clovelly Soap Co Bramley Products Kitchen Scents , and Toasted Crumpet . Fragrance diffusers are number one! We offer refills at a reduced price, which is a great way for customers to try out new fragrances or refresh their favourites. Room sprays are a close second, with Bramley Products’ gorgeous pillow spray in the lead. We use Heaven Scent’s bespoke service for our core range, but recently purchased some of its ‘off the peg’ collection. Its Black Pomegranate room spray is gorgeous and proving very popular. What’s trending? Earthy, woody and herbal fragrances seem to be very well received. We have Tomato & Blackcurrant, Hops & Herb Garden, Rosemary & Thyme and Amber & Tonka Bean - all from Heaven Scent’s bespoke range. There seems to be a real need for nostalgia in these uncertain times, often with a little twist. So, tonka bean instead of vanilla, lemongrass instead of citrus - scents that feel comforting and familiar, but are maybe a little more sophisticated. We have testers for all our diffusers and candles. We find that we don’t need to manually scent the shop, as the combination of diffusers, candles and handmade soaps ensures that it always smells great.
People are always asking what fragrance we are using, but it’s hard to pinpoint when it all blends together so beautifully. We’re lucky enough to have some built-in units that we fill with fragrance, though we will often create extra table displays to add interest and a boost of scent.
Nicola Scarff Owner/Director
Noah
Home and Gifts
Braehead & Silverburn
Shopping Centres
Glasgow
We offer a selection from Best Kept Secrets and Dekassa Fine Fragrance - both of which are family-run businesses providing beautiful candles and exceptional customer service. Sentiment-led candles are our top sellers. Best Kept Secrets’ tin candles like Happy Birthday, Milestone birthdays, and Engagement are particularly popular. Customers adore the added sparkle and the affordable price point, which is under £10. Its Three Lites sets were a hit during Christmas and Valentine’s Day. We plan to introduce more throughout the year as space allows.
My advice? Go for quality over quantity. A cheaply made candle might get you the margins, but a beautiful candle that smells good, burns well, and is nicely packaged will earn repeat custom.
My advice? With so many options available, it’s essential to know your customers. What do they expect in terms of design and price point?
Our range is sentiment-led, and the products we choose reflect that perfectly. While we’ve tried other ranges we love, they didn’t sell as well because they didn’t align with what our customers expect from us.
Our bestselling everyday candles include Best Kept Secrets’ Soft Linen and Eucalyptus, along with White Flowers & Cashmere. I’m currently drawn to Oud scents and excited about adding new additions to our range. The company has a new scent out - Mulberry & Velvet Oud - which I’m looking forward to trying. Due to being in mall centres, we can’t burn candles. Instead, we remove the lids from our tin candles daily, allowing customers to easily smell the fragrance and see the sparkle and colour of the wax. For our Dekassa candles, we have boxed glass jars with one on display for customers to see and smell.
As we move into spring, diffusers are popular as customers look to get some new fresh scents in their homes. In fact, diffusers are currently more popular than large candles.
What’s trending in scents? Iris and Jasmine are very popular and there seems to be a desire for more
Becky Hart Owner With Love Home
Nicola Hibon Jackson Founder The Voewood Blackheath Standard, London
complex, layered scents rather than simply a single note. Customers also seem to enjoy being able to get a home scent that is as developed - and in some cases the same - as one they would be happy to wear as a perfume. We find it challenging to sell a home fragrance without testers, so we feel they’re essential - and should be included by wholesalers as a matter of course. We don’t have in-store samples - we’ve never come across them being offered, although it would be a good idea: the reason we have Cerería Mollá 1899 in-store is because I was given a mini candle and loved the scent so much I ordered the range!
We generally display by brand. Cerería Mollá 1899 comes with display stands and glass domes for the candles, which help to show it as a premium product. Our ‘shop scent’ is an amazing mix of everything - so fragrant that you can actually smell it from outside the store!
& Gift Kirkby Lonsdale Oakwood, Leeds
We work with quite a few home fragrance companies: Stoneglow (for glass candles, tin candles, reed diffusers, room fragrances, hand wash, and hand lotion), The Country Candle Co., Janie Wilson, Lakeland Lights, Cinnamon Aitch, Liquorice, The English Soap Company The Somerset Toiletry Company, and Wild Olive
My favourite and newest supplier is Hanna Home & Shepherdess Botanicals. It’s a mum and daughter team based in Cumbria which provides amazingly beautiful sculptured candles in fabulous shapes and sizes with fragrances that last and last, and the packaging is top quality. Their wax melts are either pre-boxed or pick & mix, and their French soap blocks are inset with flowers grown on their farm.
Our top seller in soaps is Liquorice which is made in Pembrokeshire and is a felted soap. The felt acts as a sponge and a soap saver (it lasts about four times longer than normal soap). The English Soap Company is another top contender. Its fragrances are divine and my favourite is the Rhubarb & Coconut soap bar.
Bestselling reed diffusers are The Country Candle Co.’s Pomegranate & Cashmere and Neroli & Basil. Stoneglow is a strong range for us too: favourites seem to be Silver Birch & Black Pepper or Seasalt & Oak Moss. For fragrance cards, The Country Candle Co.’s Pomegranate & Cashmere sells best.
Products are displayed by fragrances in ranges. We always try to have a tester out for people to smell, or a candle open for customers to see the end product. We regularly receive fantastic feedback from customers that the shop smells amazing. And in the summer months, when our door is propped open, they will wander inside as they smell the fragrances from the street.
My advice? Make sure you get enough of a brand in terms of range and depth to have impact - and stick with one brand long enough to begin to get repeat sales from it. Make sure the brands you have match your customer base in terms of price, look and feel. And think about why they are buying (for a gift or a selfpurchase) and when - and make sure your offer matches their needs.
Keep some all-year-round basic scents, but also think ahead and have some new inputs that reflect customers’ moods each season, whether that’s in terms of fragrances or simply design-led trends.
Finally, in your choice of fragrances for gifting, really think about whether YOU would want to receive it and whether it smells as nice as it looks. Design is key to the sale, but design without substance is detrimental to your business.
Karen Paisley
Owner
A Wee Token Gift Shop
Belfast
I stock candles and wax melts from Allotment The Homegrown Candle Co ., and Bobella Co : it has a neutral range in ceramic pots and there are refills so you can reuse your ceramic holder. And I came across A Dopo from Paddywax at Top Drawer. I just fell in love with the colours and uniqueness. It’s such a beautiful range and a great gift for someone.
Candles are selling better than wax melts, but all the ranges sell well as I’m particular with my stock and what I bring in. There are testers for the room fragrances but I don’t scent the shop - it’s done for me, from the gorgeous stock on sale. Between the candles and soaps, a lot of customers comment on the beautiful smell when they walk in.
It’s fascinating how fragrance trends evolve! Wellness and mindfulness is a trend, and scents that promote relaxation and stress relief are highly sought-after. Think lavender, chamomile, sandalwood - and blends designed to create a spa-like atmosphere. This reflects a broader trend towards selfcare and prioritising mental wellbeing.
My advice would be to do your research and consider a high quality product that is attractive to the eye. And I like to make sure a company’s ethos aligns with my own in regards to being eco-friendly and sustainable.
We stock Cerería Mollá 1899, Ortigia Sicilia, True Grace, St. Eval, Gisela Graham, Norfolk Natural Living, and Freckleface
Hannah Jenkins Director UK & Ireland
Cereria
Mollá 1899
What’s selling well?
We continue to see strong demand for our luxury candles and reed diffusers, particularly in our signature Bergamotto di Calabria and Santal & Tonka fragrances. Consumers are drawn to sustainability and natural ingredients but refuse to compromise on quality and experience - trends that are now expected in the premium home fragrance market.
What benefits can stocking home fragrance bring to a gift retailer?
Home fragrance products - particularly luxury candles and diffusers - are a popular and versatile gifting choice, with the category encouraging impulse purchases with easy add-ons to other gifts. With their elegant presentation and long-lasting sensory experience, they offer a premium yet accessible price point, making them ideal for a broad customer base.
Cereria Mollá 1899 stands out in the market as a handmade Spanish home fragrance brand with a rich heritage dating back to 1899. Its artisanal approach, natural ingredients, and Mediterranean-inspired scents offer a compelling point of difference - with significant
product quality that resonates with customers looking for unique, high-quality gifts.
We provide gift retailers with an exciting, exclusive brand not widely available, helping them stand out from competitors and attract customers looking for something special and distinctive.
Attention to detail, covered through inspiring visual merchandising and luxurious gift wrapping, is all part of the Cereria Mollá 1899 customer experience. It truly sets the brand apart, increasing average transaction value while also driving repeat footfall - as customers return for refills and new seasonal scents.
“Luxury but affordable home fragrance products not only sell well, but also enhance a retailer’s environment“
And it’s important to not forget the wider benefits. Luxury but affordable home fragrance products not only sell well, but also enhance a retailer’s environment. A beautifully scented store creates a welcoming atmosphere, encouraging customers to browse longer and associate the retailer with a premium experience.
Any hot trend predictions?
As consumers continue to seek immersive, sensory-driven home experiences, perfume room sprays and incense sticks are set to become the next big trend.
Offering an instant fragrance atmosphere while not compromising on quality, room sprays are gaining traction as a quick, luxurious way to refresh spaces with fine fragrance, bridging the gap between personal and home scenting.
And incense sticks, once niche, are making a stylish comeback with elevated, high-end blends inspired by wellness, nostalgia, and artisanal craftsmanship. Expect to see woody, smoky, and meditative notes dominate.
Trade Talk
The past year has seen a huge surge in demand for home fragrance. Leading suppliers share their insights and outlooks for this ever-evolving gift category
“Consumers love home fragrance: it’s a great category for selfpurchase and gifting”
Louise Dooley
Commercial
Director Stoneglow
How has trading been for you?
We’ve had an amazing start to 2025. We launched two new ranges, one of which - The Walled Gardenis a finalist in the Gift of the Year Awards 2025, and we also won a Best New Product accolade for it in the Spring Fair’s 75 Years of Excellence Awards.
What’s selling well?
The Modern Classics range is a firm favourite, and The Walled Garden collection has been really popular since its launch this year.
What benefits can stocking home fragrance products bring to a gift retailer?
Consumers love home fragrance: it’s a great category for self-purchase and gifting. We supply free diffuser testers with all orders, so our products add instant colour and fragrance to retailers’ displays.
Any hot trend predictions?
Gourmand fragrances are hot at the moment so our Sol Collection is bang on trend, with delicious foodie-inspired aromas that make your mouth water and lift your mood with a bit of sunshine.
What’s next for this category?
We are working on our new Autumn/Winter 2025 collection, which is a medley of autumnal and seasonal vibes.
Darren Ellis Managing and Creative Director Manor House Home Fragrance
How has trading been for you?
Over the past few years, we’ve continually gained many new stockists for our products, and our private label division has also grown beyond our expectations, with numerous new high-end retailers coming on board.
What’s selling well?
Our diffusers, room sprays and botanical candles continually increase in sales, but our standout line is our beautiful pot pourris which we mix and fragrance in-house and then pack by hand. Come Christmas time, our scented pine cones in voile bags with matching oils always sell beyond our expectations.
“Our standout line is our beautiful pot pourris”
What benefits can stocking home fragrance products bring to a gift retailer?
With so many home fragrance companies in the marketplace, a benefit to stocking Manor House is the fact that we offer realistic minimums, and you can choose to stock the items you want such as diffusers, room sprays, scented candles, and pot pourri to offer a lovely collection - which usually means the end-purchaser will buy several items from a fragrance collection instead of just the odd item.
Aylish Ellwood Senior Marketing Manager Enesco
How has trading been for you?
2024 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 strengthening 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, offering something for everyone. 2024 closed with a fabulous Yankee Candle Christmas campaign - ‘Make It More Magical’ - which was a great success.
“Home fragrance is here to stay as it’s part of the pampering, wellness and home décor sectors”
What benefits can stocking home fragrance bring to a gift retailer?
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 products is a great reason for consumers to visit a shop, so they can interact with the products because there is the desire to smell fragranceswhich, of course, is not possible online.
What next for this category?
A combination of innovation and storytelling is key. As long as we and our partners focus on both areas, the future is bright. Home fragrance is a fast-growing sector and we see this continuing: not just in wax, but in reed, ultrasonic and plug-ins.
Fragrance will always be an important part of everyday lives, both for personal use at home and gifting. For many, it’s an affordable luxury. For others, it’s about wellbeing and relaxation and, of course, evoking those all-important memories.
Jonny Greves Director Lesser & Pavey
How has trading been for you?
Home fragrance has been a good sector for us over the past few years: it’s a category we’re continually developing. The growth is based on feedback from customers and strong sales.
What’s selling well?
As our ranges appeal to so many people, we see that the range encompasses this. As such, there is no number one leader in aroma, because fragrance is a very personal thing.
What benefits can stocking home fragrance bring to a gift retailer?
We would strongly recommend that retailers consider stocking our ranges, as each item contains quality fragrances which enables them to be fast-selling as well as offering a good profit margin. So it’s a win on both fronts - for the consumer and the retailer - from the smaller sized gift sets to the one and now two litre vessels to infuse larger rooms.
Any hot trend predictions?
No hot trends to mention as such, but we find that the appeal and the visual attractiveness of each range offers something unique to customers, from the vessel that contains the fragranced candle, to the shape and colouring of the reeds from nature. Our larger-sized diffusers reflect consumer demand for more elaborate, statement pieces that complement home décor.
What’s next for this category?
Our highly popular fragrance range ‘Desire’ will continue to evolve with new designs and fragrances, as well as our extra-large diffusers in handmade glass vessels.
Amy Hogarth Founder & Director CAHM
“Home fragrance has been a good sector for us over the past few years: it’s a category we’re continually developing”
How has trading been for you?
We’ve continued to see sustained growth. Home fragrance is such a competitive and saturated market that to succeed, there needs to be a point of difference in your brand. Retailers love a story that they can tell their customers, a quality design that looks good on their shelves, and of course, beautiful fragrances that will scent their stores and have people coming back for more. I believe we achieve these three things at CAHM.
What’s selling well?
Our luxury reed diffuser is our hero product. Reed diffusers are definitely back in fashion, and our striking design stands out on retailers’ shelves. We use premium quality fragrance oils and are very proud of the fragrances we create. Our bestseller is Thyme, Olive & Bergamot, which we make more than double of than any other fragrance in our library.
What benefits can stocking home fragrance bring to a gift retailer?
Home fragrance is such a varied category that a gift retailer can quite happily stock a number of brands alongside each other that appeal to different audiences and budgets. Not to mention the fact that the right fragrances can make your store smell amazing! As humans, we shop with all our senses, and fragrancing your store adds to that much needed retail experience on the high street.
