JUNE 2019
for home & lifestyle retailers. Est.1975
Australian story Why Bramble Bay is proud of its Aussie roots
Trend alert: Beeswax, soy & scents
Tips & tricks to some basic visual merchandising Proudly supported by the Australian Gift & Homewares Association - the Voice of the Industry
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for home & lifestyle retailers. Est.1975
Giftguide is published by
THE INTERMEDIA GROUP PTY LTD ABN 94 002 583 682 41 Bridge Rd Glebe NSW 2037 Australia Ph: 02 9660 2113 Fax: 02 9660 4419 MANAGING DIRECTOR: Simon Grover PUBLISHER: Mark Kuban EDITOR: Marion Gerritsen marion@intermedia.com.au NATIONAL ADVERTISING MANAGER: Gabrielle Broodryk gbroodryk@intermedia.com.au SENIOR DESIGNER: Chris Papaspiros PRODUCTION MANAGER: Jacqui Cooper HEAD OF CIRCULATION: Chris Blacklock DISCLAIMER This publication is published by The Intermedia Group Pty Ltd (the “Publisher”). Materials in this publication have been created by a variety of different entities and, to the extent permitted by law, the Publisher accepts no liability for materials created by others. All materials should be considered protected by Australian and international intellectual property laws. Unless you are authorised by law or the copyright owner to do so, you may not copy any of the materials. The mention of a product or service, person or company in this publication does not indicate the Publisher’s endorsement. The views expressed in this publication do not necessarily represent the opinion of the Publisher, its agents, company officers or employees. Any use of the information contained in this publication is at the sole risk of the person using that information. The user should make independent enquiries as to the accuracy of the information before relying on that information. All express or implied terms, conditions, warranties, statements, assurances and representations in relation to the Publisher, its publications and its services are expressly excluded save for those conditions and warranties which must be implied under the laws of any State of Australia or the provisions of Division 2 of Part V of the Trade Practices Act 1974 and any statutory modification or re-enactment thereof. To the extent permitted by law, the Publisher will not be liable for any damages including special, exemplary, punitive or consequential damages (including but not limited to economic loss or loss of profit or revenue or loss of opportunity) or indirect loss or damage of any kind arising in contract, tort or otherwise, even if advised of the possibility of such loss of profits or damages. While we use our best endeavours to ensure accuracy of the materials we create, to the extent permitted by law, the Publisher excludes all liability for loss resulting from any inaccuracies or false or misleading statements that may appear in this publication. Copyright © 2019 -
18 26 in this issue 8 visual merchandising best store displays from around the world 14 trends what’s hot and what’s not in candles & home fragrances 16 profile Bramble Bay believes in the Australian way of doing business
The Intermedia Group Pty Ltd.
18 VM tips basic guidelines and principles 4 giftguideonline.com.au
20 what’s new the latest trends from Spring Fair in the UK 22 in focus why beeswax is the way forward for candles 24 instore 5 reasons why you need soy candles in your store 26 products scented, unscented, flameless and traditional style candles & diffusers
contents
24 16 20 8
June 2019  5
Botanucak Collection
Fragrance from around the world
Bramble Bay Co Unit 7, 3-5 Hinkler Ct Brendale, QLD 4500 Phone 07 3492 0951 sales@serenityimports.com.au www.serenityimports.com.au
Allure Collection A touch of France
• Room Fragrance • Reed Diffusers • Soy Candles
• Wax Melts • Soaps • Body Care
Inspirations Collection Be inspired
Signature Collection 16 Classic Fragrances
scent &scentibility ARTISAN HOME DESIGN
CANDLE DELIRIUM
These stores know how to create the perfect ambiance with candles & home fragrances.
HARBOUR EMPORIUM 8  giftguideonline.com.au
HARPER GROUP
KOH LIVING
visual merchandising
DAISY & ROWE
ETHEL AND CO
LE BOUDOIR CREATIF
PETERS OF KENSINGTON June 2019  9
visual merchandising
MIMI SOY CANDLES
PARK AND MADISON
SEAWEEDANDS AND HOMEWARES
PLAIN STORE
10  giftguideonline.com.au
visual merchandising
STONE AND CO
THE CANDLE ARCHIVE
THAT PONY SHOP
THE LITTLE CANDLE SHOP
12  giftguideonline.com.au
Contact us for your free sample pack!
Phone: 03 8787 5099 Email: contact@cloudninefragrances.com.au Website: www.cloudninefragrances.com.au
insights
INDUSTRY
From new and bold colours to sustainable and eco-friendly materials, the candle and home fragrance industry needs to keep up with the trends to ensure it remains relevant and profitable.
14  giftguideonline.com.au
trends
T
he size of the global candle
for sustainable goods, while 73 per cent of
market will hit nearly US$12 billion
millennials are willing to pay more. Millennials
by 2025, while the global home
are definitely the generation driving the
diffusers market is expected to reach
sustainable and eco-friendly movement, and as
US$2.68 billion by 2025.
they will be one of the major consumer groups
If you want to make sure you get your share of these exciting markets, here are some trends to look out for so the candles and home fragrances
with plenty of shopping power, companies have to pay attention. Materials such as paraffin are making way for
you stock will fly off your store shelves!
natural ingredients such as soy and beeswax,
The earth matters
creating a healthier environment and making the
Recent research shows 66 per cent of
air that you breathe less toxic. Essential oils are
global consumers are willing to pay more
driving the home fragrance market.
CLICK
+ TO READ MORE June 2019  15
AUSTRALIAN Bramble Bay strives to set itself apart by its presentation, packaging and beautiful premium fragrances that are Australian made.
16  giftguideonline.com.au
y r o st
profile
U
nless you have been hiding under a rock, you would know the gift and homewares industry is going through a very tough time at the moment and current
trends suggest this is going to continue for quite some time. David Wilden, director of Bramble Bay Co Australia (Bramble Bay) says he is seeing massive changes in the industry and believes many retailers and wholesalers will cease to exist over the next five years. “The gift industry in particular is finding current trends difficult, with the younger folk tending not to spend money on gifts but more so using gift cards, social media messages or experiences as their choice of gift,” he says.
“We are proud to be an Australian manufacturer and I still get a buzz when I walk into a retail store and see our product sitting on a shelf. CLICK
+ TO READ MORE
June 2019 17
THE VISUAL EXPERIENCE We look at some basic visual merchandising strategies to create effectively communicated merchandising and some simple table and shelving ideas to display your products in store.
18  giftguideonline.com.au
vm tips
V
isual merchandising (VM)
This has its pros and cons for VM. It means that
is a logical and measured art
people stop to appreciate this art form. They are
form utilising the elements and
attracted to it more now than ever before because
principles of design to capture
posting interesting visuals on social media is
the attention of people, which is then converted
powerful. It can be a great form of free advertising,
into customers and sales.
attracting potential customers for retailers.
As humans we are very visual beings though it is only recently that everyday people have become
CLICK
+ TO READ MORE
consumed by the power of visual stimulation. Since the advent of Facebook, Instagram and Pinterest, we have acquired a heightened sense of appreciation for the visual aspects of our day to day living.
WATCH NOW
June 2019  19
now
TRENDING
As companies unveiled their new collections at Spring Fair UK in February, we can look forward to more candle tins, decorated vessels, multi-wick candles and white wax later this year.
20  giftguideonline.com.au
what’s new
W
ith our insatiable
Wild Summer Cherry, Nantucket Bay Seasalt,
love of candles going
Savannah White Poppy and Thai Flower Market.
from strength to strength, suppliers are upping
“Our designers have captured some of the most vivid and memorable fragrances from
their game year on year, bringing out fragrances,
across the globe,” comments Candlelight’s sales
vessels and packaging that keep consumers
director Debbie Isles.
wanting more.
“But it’s not just the fragrances. They have
Holidays have been the inspiration for the new
taken inspiration from the fabrics and textures
Destinations range from Candlelight, which is
of the Middle East, New England and Africa
released as part of the company’s new 2019
to create some truly awe-inspiring packaging
collection, featuring six fragrances: Kashmir
designed to ensure that the range is a real treat
Pear & Fig, Moroccan Red Cinnamon, Japanese
for the senses.”
CLICK
+ TO READ MORE June 2019 21
THE SECRET
life of bees
22  giftguideonline.com.au
A big trend towards low tox living and trends like the Danish concept of hygge have played heavily into use of beeswax candles. We chat to Queen B’s Cate Burton about their benefits, why they are better for the environment and how to use beeswax candles in your store.
in focus
WATCH NOW
What inspired you to work with beeswax? I’m always inspired by nature and once I had researched the different types of candles available, there was only one option available and that is beeswax. Candles can also be made from: • paraffin (a petrochemical byproduct); • soy or palm wax―both of which are chemically bleached, heavy metal hydrogenated oils • olive oil / coconut oil / any other oil―will smoke CLICK
+ TO READ MORE June 2019 23
notice
BURN
We look at 5 reasons why retailers should stock soy candles in their stores.
24  giftguideonline.com.au
instore
D
id you know that nine out
materials and sustainability, consumers
of 10 candle users say they
are looking for better and eco-friendlier
use candles to make a room
alternatives such as soy candles, to create the
feel comfortable and cozy?
perfect ambiance at home.
The majority burns candles in the living room, followed by the kitchen and bedroom.
soy candles in your store to lift your sales and
However, with an increased focus on natural
CLICK
We look at five reasons why you need to stock
boost your profits.
+ TO READ MORE June 2019  25
1 Scented, unscented, flameless and traditional style candles & diffusers
4
2
3
1. Ambience by Bramble Bay Believe inspiration candle, wholesales for $13.25. Bramble Bay Co, 07 3492 0951, sales@serenityimports.com.au, www.serenityimports.com.au, facebook.com/bramblebaycandleco, instagram.com/bramblebaycandleco 2.Gumleaf Essentials oil blends Digestion, Headache & Immunity, wholesale from $5.75 to $8.50. Buckley & Phillips Aromatics, 03 9735 3755, sales@buckleyandphillips.com, www.buckleyandphillips.com, facebook.com/BuckleyAndPhillips, instagram.com/ buckleyandphillips 3. Boutique collection, both candles and diffusers wholesale for $18.15 each. Cloud Nine Fragrances, 03 8787 5099, contact@cloudninefragrances.com.au, www.cloudninefragrances.com.au, www.facebook.com/cloud9fragrances, www.instagram.com/ cloud9fragrances 4. Ellia Ease essential oil diffuser, retails for $99.95. HoMedics Australia, 03 8756 6500, david.hudd@homedics.com. au, www.ellia.com.au, facebook.com/ElliaAustralia, instagram.com/ElliaAustralia
26  giftguideonline.com.au
products
1
3 2
4
5 1. Ambience by Bramble Bay Kakadu Rains luxury reed diffuser, wholesales for $14.75. Bramble Bay Co, 07 3492 0951, sales@ serenityimports.com.au, www.serenityimports.com.au, facebook.com/bramblebaycandleco, instagram.com/bramblebaycandleco 2. Dreamtime Stories scented soy candles, prices available on request. Koh Living, 1800 811 598, info@kohliving.com.au, www. kohliving.com.au, facebook.com/KohLiving, instagram.com/kohliving/ 3. Signature Flora range, wholesales for $22.73. Lisa & Alex, 0450 434 192, lisaandalex@outlook.com.au, www.lisaandalex.com.au, facebook.com/lisaandalexmelb, instagram.com/lisaandalexmelb 4. Woodwick Rosewood & White Honey candles, wholesale from $17.43 to $39.95. Splosh, 07 3805 4718, sales@splosh.com.au, www.splosh.com.au, facebook.com/sploshaust, instagram.com/splosh 5. Flourish Organics diffusers, wholesales from $19.50. Urban Rituelle, 02 9531 1244, info@urbanrituelle.com.au, www.urbanrituelle.com.au, facebook.com/urbanrituelle/, instagram.com/urbanrituelle/
June 2019  27
1
2 4
5
3
1. Ambience by Bramble Bay Co Shanghai Nights soy candle, wholesales from $19.95. Bramble Bay Co, 07 3492 0951, sales@serenityimports.com.au, www.serenityimports.com.au, facebook.com/bramblebaycandleco, instagram.com/bramblebaycandleco 2. Colors collection, candles wholesale for $13.60, diffusers for $18.15 each. Cloud Nine Fragrances, 03 8787 5099, contact@cloudninefragrances.com.au, www.cloudninefragrances.com.au, www.facebook.com/cloud9fragrances, www.instagram.com/ cloud9fragrances 3. Luxury mini soy candles, box of 12 wholesales for $27.60. elume, 02 9533 8106, joelle@elume.com.au, elume.com. au, facebook.com/elume, instagram.com/elumecandles 4.Intrinsic pure essential oils, wholesale from$5.50. Intrinsic Enterprises, 08 8232 2366, hello@intrinsiconline.com, www.intrinsiconline.com, facebook.com/theintrinsicway, instagram.com/theintrinsicway 5. Equilibrium candles & diffuser range, wholesales from $19.50. Urban Rituelle, 02 9531 1244, info@urbanrituelle.com.au, www.urbanrituelle.com.au, facebook.com/urbanrituelle/, instagram.com/urbanrituelle/ 28  giftguideonline.com.au
products
2 1
3
1. Ambience by Bramble Bay Botany collection, wholesales from $7.85. Bramble Bay Co, 07 3492 0951, sales@serenityimports.com. au, www.serenityimports.com.au, facebook.com/bramblebaycandleco, instagram.com/bramblebaycandleco 2. Flourish Organics soy candles, wholesales from $19.50. Urban Rituelle, 02 9531 1244, info@urbanrituelle.com.au, www.urbanrituelle.com.au, facebook.com/ urbanrituelle/, instagram.com/urbanrituelle/ 3. Woodwick Black Plum and Cognac & Winter Garland candles, wholesale from $17.43 to $39.95. Splosh, 07 3805 4718, sales@splosh.com.au, www.splosh.com.au, facebook.com/sploshaust, instagram.com/splosh
Lisa & Alex
TRIPLE SCENTED ARTISAN SOY CANDLES | DESIGNED AND MADE IN AUSTRALA www.lisaandalex.com.au | lisaandalex@outlook.com.au | ph: 0450 434 192 June 2019  29
1
2 4
3
5 1. Ambience by Bramble Bay Co Lime & Coconut candle, wholesales from $12.85. Bramble Bay Co, 07 3492 0951, sales@serenityimports.com.au, www.serenityimports.com.au, facebook.com/bramblebaycandleco, instagram.com/bramblebaycandleco 2. Petite soy candles, wholesales for $6.50. elume, 02 9533 8106, joelle@elume.com.au, elume.com.au, facebook.com/elume, instagram.com/elumecandles 3. Ellia Uplift essential oil diffuser, retails for $129.95. HoMedics Australia, 03 8756 6500, david.hudd@homedics.com.au, www.ellia.com.au, facebook.com/ElliaAustralia, instagram.com/ElliaAustralia 4. Enjoy LUX candle collection, wholesales from $27.95 to $54.95. Enjoy Lighting, 03 9882 8890, sales@enjoylighting.com.au, www.enjoylighting.com.au, facebook.com/enjoylightingaustralia, instagram.com/enjoyflamelesscandles 5. Luxury Exotica range, wholesales for $22.73. Lisa & Alex, 0450 434 192, lisaandalex@outlook.com.au, www.lisaandalex.com.au, facebook.com/lisaandalexmelb, instagram.com/lisaandalexmelb 30  giftguideonline.com.au
products
2
1 3 1. Ambience by Bramble Bay Signature collection, wholesales from $12.85 to $13.75. Bramble Bay Co, 07 3492 0951, sales@serenityimports.com.au, www.serenityimports.com.au, facebook.com/bramblebaycandleco, instagram.com/bramblebaycandleco 2. Mindful range in 4 fragrances, wholesales for $18.80. Conscious Candle Co, 08 9498 1452, sales@consciouscandleco.com.au, consciouscandleco.com.au 3. Woodwick Forest Retreat, Mountain Trail & Palo Santa candles, wholesale from $17.43 to $39.95. Splosh, 07 3805 4718, sales@splosh.com.au, www.splosh.com.au, facebook.com/sploshaust, instagram.com/splosh
Australian Collection
June 2019  31
continued from page 15 Take it like a man
When will I be famous
Products specifically catered for men are on
Celebs love to spruik anything that will boost
the rise including candles. Melbourne brand
their brand (name). This includes candles and
L’Ascari introduced a ‘mancandle’ range in 2017.
other fragrances. And consumers love it. For
At the time, founder Luca Chiaravalle, said the
many having a well-known name attached to a
mancandle collection lets men put a finishing
product still stands for quality and they are more
touch on a room.
willing to pay top dollar.
“It allows any man to enhance his space be it
For example, Kyly Clarke has both candle and
at work or at home by being able to customise
diffuser ranges under the brand Lifestyled. (She
the scent of his environment with one or a
even exhibited at Reed Gift Fairs!). Gwyneth
combination of six sophisticated fragrances,”
Paltrow also had one for sale on her popular
he explains.
lifestyle website, Goop, for about US$72!
Tech rules
And Reese Witherspoon’s brand Draper James
As smart technology is taking over the home, one
includes a candles collection as well.
of the latest things is a smart diffuser controlled
Luxury brands have also jumped on the
by a smartphone, so people can change the
bandwagon with companies such as Louis
scent according to their mood via an app.
Vuitton and YSL releasing their own candle and
Also, you will be able to set the time for the
home fragrance ranges.
diffuser, so going to bed and/or waking up will
What is that smell?
never be the same!
Did you know there are more than 10,000 candle
Believe it or not but there are companies
scents available? It makes you wonder how
working on a scent that can be sent over the
candle makers are still coming up with the most
internet! To be able to send a digital smell via the
amazing and fabulous smelling scents!
web or as part of augmented or virtual reality is pretty cool.
According to the US National Candle Association (NCA), it’s all about atypical candle
This will bring the sensory experience to a
scents in 2019, such as Off the Grill from Yankee
whole new level, all from the comfort of your
Candle’s Gourmet Barbeque Collection, which
own home!
we reckon would do quite well in Australia!
32 giftguideonline.com.au
trends
Popular brands are also adding candles to their product ranges. Examples like Veuve Cliquot Rose and even A.1 Steak Sauce candles are on
strategies and build a stronger, better brand and product equity in the marketplace. “I’m not suggesting that colour is the only
the rise, according to the NCA.
element involved in great design, however, what
Now you see me
I’m saying is in a world where the internet is such
More than 96 per cent of candle purchases
a big part of our lives, colour plays a decisive role
are made by women and one of the features
in engaging the eyes. If used effectively it really
besides scent that will attract them to a
can be your secret weapon.”
product is colour.
So what are the new colours trending this year?
Indeed, according to Pantone Asia Pacific
According to the NCA, the most popular colours
director of sales and marketing, Maryanne
to look out for in 2019 are white (powdery,
Wong, colour influences 50 to 85 per cent of
fresh, vanilla), brown (woody, oriental, caramel),
product purchasing decisions, so effectively
green (aromatic, fruity, gourmand), blue (floral,
integrating colour into your product design and
ocean, blueberry), pink (citrus, flower essence,
strategy can help you better engage with your
spun sugar), red (spicy, bold floral, intense fruit),
target audience, create more effective design
yellow (tangy, tropical, lemon notes).
BACK TO CONTENTS
June 2019 33
continued from page 17
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profile
Wilden believes this trend will continue for some time to come, and suggests for anyone thinking of starting a business in this industry to think long and hard before jumping in. “However, if you do choose this industry, then it is very important to have a unique product or brand. Make sure that you have the funds to continue to develop product as you need to develop it. “As a manufacturer we still have confidence that retailers that do survive these tough times will find our products worthy of stocking. Being a manufacturer allows us to change our products rapidly to fit with industry trends and having our own IP products helps give us protection in the market. We also see huge potential internationally with our brands and are currently exploring these opportunities. Our products continue to sell well off the retailers’ shelves and continue to give them healthy margins. This gives retailers confidence to deal with our company,” Wilden adds. Inspired by a love of natural candles and home fragrances as well as the frustration of paying high prices for products that frequently failed to live up to expectations, Bramble Bay made its debut in late 2014 as part of Serenity Imports Australia, which had been launched earlier June 2019 35
continued from page 35 that year when it acquired Crystal Carvings
to set its products apart from everyone else in
Australia.
this crowded market. “We create beautifully
“Candles create an ambience and help
packaged products using premium quality raw
promote a feeling of wellbeing which also
materials and our products are well-priced.
nicely complements our natural crystal
Our customers continue to relay this to us and
jewellery. To increase brand identity, Serenity
this has been a major reason for our success.
Imports slipped into the background in
“Having been able to break into and succeed
December 2018 when we re-branded and
in a saturated home fragrance market in Australia
commenced trading as Bramble Bay Co.
is testament to what great products we are
“We are proud to be an Australian
producing. I guess it is fair to say that it is very
manufacturer and I still get a buzz when I
challenging to uniquely stand out in such a
walk into a retail store and see our product
strong home and heavily represented fragrance
sitting on a shelf and think, ‘wow, we created
sector especially with new competitors joining
this’. Seeing the many social media posts
the market every year.”
highlighting our products across the country
WIlden believes that having your own IP
and how successful they perform is also very
brand is essential for success. Building a brand,
satisfying,” Wilden enthuses.
marketing it and supporting your customers with
When creating (or selecting) a brand it’s important it fits with your core beliefs, he adds. “For us, each range must have a story that
ongoing products, releases and extensions is paramount in today’s environment. Our customers are always looking for something
consumers can relate to and the quality of the
new, fresh and exciting for their customers, so it
product, especially its fragrance, is paramount.
is important to continue to develop new ranges,
“We are firm believers that packaging is a
range extensions and collections. We believe
very important part of the success of the brand
that this is one of the most important factors for
as is the retail price point. Creating a unique
success in the modern market. Offering fantastic
collection, something new or improving on what
customer service, understanding your customers’
has been before is always top of mind.”
needs and producing Australia made products
Indeed, for Bramble Bay packaging is a way 36 giftguideonline.com.au
certainly helps.”
profile
BACK TO CONTENTS
Additionally, using sustainable and eco-
So in this crowded market, what does the
friendly materials is paramount in today’s market
future look like for Bramble Bay? Pretty good
as is the ‘Aussie made’ stamp of approval. As a
according to Wilden.
Queensland based manufacturer and employer
“Our future plans for business growth include
Bramble Bay sources much of its materials and
looking towards the International markets with
services locally.
our unique product collections. We also see
“We use eco-friendly, sustainable and renewable
opportunity to grow our business by developing
sources of natural soy wax and natural cotton
into contract manufacturing for the corporate
wicks in all of our candle products for a clean burn.
sector. Current projects to expand our portfolio
We are currently looking at how we can source
of products and continue to diversify seem to be
recycled paper for packaging. Our candle glasses
well received by the markets. We are confident
can be recycled or re-purposed after use. In our
that we still have a bright future in the Australian
production facility we recycle whatever we can.”
and International markets.”
Trend watch Good growth in the global candle and home fragrance markets is still being reported and this should continue for some time yet, says Wilden. Here are some of the trends we should look out for: • More consumers are moving from traditional pillar candles to jar candles and we are seeing a moderate market shift to electronic fragrance diffusers rather than traditional reed diffusers. • The other significant trend is for consumers to purchase products online, in particular the younger generation. This is an area that retailers must start to understand and get tech savvy to participate in this market, or they will miss the boat. • Our choice has been to cater for different demographics with specific product collections. Décor, vessels and home furnishings are part of the current trends in the market. We have young, fresh, fun fragrances which tend to be more popular with younger consumers and for everyday household use, and the more sophisticated and refined higher-end perfume-grade fragrances in elegant packaging and vessels to appeal to the more refined tastes. June 2019 37
continued from page 19
38  giftguideonline.com.au
vm tips
The other side of this story is that, in order to capture a customer´s 0.5 second attention span, there is more pressure on retailers to create clever,
purpose to sell items in a practical, organised and logical sequence ● It is a design process in itself placing
unique and eye-catching visual representations of
merchandise in a neat and organised manner to
products in their windows and in store.
make it easy for the customer to shop
Retailers need to think outside of the box and, at
● Its main purpose is to enhance the shopping
the very least, must change their stock. But their
experience by making products easy to locate
fixtures and categories must also be changed
and purchase
seasonally in order to grab and excite customers´
● Store sections only grab the customers’
interest―something new and exciting has
attention for five to six seconds so ensure you
happened in their store.
have display points on the floor plan to show how
Thankfully, with the assistance of a creative mind, there are basic guidelines and principles that can
to utilise the product ● Product that is disorganised, placed without
be taught to retailers to enhance the customer´s
purpose or function becomes an overwhelming
visual experience in store. How far you push that
sense of confusion to customers and stores will
creativity, however, is up to each retailer.
suffer in sales because of it.
It all comes down to some basic understandings. Visual Merchandising is a learnt skill.
You can merchandise products in a couple of ways, by category or by story/lifestyle.
However, it also takes some intuition and
Product placement
creativity and is open to interpretation by
To ensure you have the best placement for
the designer. What is product presentation? ● Product presentation is a component of
your product in terms of its layout it is important to consider these factors before planning ● The quantity of product in each category
visual merchandising revolving around the
● New product placement
product as a whole and how it is displayed
● An incoming manifest of more stock arriving
● Product presentation is the practical placement of stock ● When placing product for VM it is for the
that you need to consider to fit in ● Old stories or categories that are now bitsy and look weak on their own June 2019 39
continued from page 39
● A ‘sale’ area that may need to accommodate a large amount of stock ● Best-sellers―where will you place these― ideal position is eye level on the shelf ● Colour blocking―lightest to darkest, left to right, top to bottom ● What will best fit into a story rather than a category ● Shelf heights and fixture configurations ● Product placement on the shelves happens in three levels: the eyes, the hands and the feet. Eye level being the hot spot out of the three levels.
● Have no more than two to three rows of product and stacked two high Category merchandising Category merchandising is presenting a product as a single stock item by displaying them in a range and organising by the following: ● Size―this could be done according to garment size, physical shape of stock ie dresses ● Type―either by general categories eg kitchen or more specific categories ie plates, glassware ● Colour―like colours or complementary
● Put old stock on the bottom shelves
colours will often be displayed together both to
● Ensure you have your impulse buys on the
achieve a balanced effect and to create a particular
middle level of a shelf 40 giftguideonline.com.au
mood or impact ie red for Valentine’s Day
vm tips
● Price―often merchandise will be displayed
colours, styles or ranges but co-exist to encourage
according to price eg sale items in a discount
the customer to engage in the lifestyle of the story
basket or fully priced new arrivals in the shopfront
and therefore purchase add-on products.
● Features―high profit and seasonal lines
● Grouping a set of clothing and accessories
will be displayed differently from best-sellers,
together or arranging a selection of bah product
impulse and basic lines
with accessories.
● Category merchandising is great for high
● Displaying merchandise in groupings and
volume and little space
patterns reinforces stories ie repetition, pyramid, lines, balance.
Story merchandising ● Story merchandising is presenting a group
● Story merchandising is good for an area
of products that identify and complement each
where you have space and create a lifestyle
other to create a lifestyle impression or story.
grouping out of a range of likened products.
● Product generally vary in measurements,
www.kohliving.com.au
BACK TO CONTENTS June 2019 41
continued from page 21 fragrances but with brand new jar formats, giving our consumer base a fresh experience with a proven popular scent. In addition, we are also launching boutique collections―Artisan and Alphabet―offering customers original ways to enjoy our best-selling fragrances. “We have also noted that consumers are seeking out more sophisticated and complex fragrances, as well as those with a masculine feel, both in design and Heart & Home too, has a raft of new scents and
scent, with wood-based fragrances key favourites.
formats for 2019. Jacquie Russo, marketing and
We have aimed to reflect these trends in our
communications manager, says that much of what
new collections with River Rock aimed at a more
the company is doing is in response to the ever-
unisex market. With candles a convenient and
changing marketplace.
appreciated gift, we have also incorporated all
“New candle formats feature multi-wick,
the best features of our collections including
coloured glass and white wax―which is
soy blend wax, and contemporary formats and
becoming increasingly popular―while
fragrances, to produce an array of gift packages.”
still meeting key price points,” she explains. “We are also focusing on our best-selling 42 giftguideonline.com.au
Vanessa Curry, managing director of Best Kept Secrets, says that candles in tins remain a strong
what’s new
choice, perhaps because there is a perception that they are a safer option. “However, fragrance, colour and design
Stoneglow meanwhile, has focused on updating its Modern classics range. “For Spring/Summer we have given our iconic
continue to be the leading criteria in customer
Modern Classics range, featuring candles as well
choice. As buyers and users of candles are mainly
as diffusers, a facelift,” explains Stoneglow’s head
female, colour favourites are invariably around
of design, Winnie Wong.
shades of pink.” She says that top selling fragrances [in spring] remain florals with the company’s Pink Pomegranate, Lavender and Peony Blush leading the charge. “It’s as if we are trying to create that outdoor feel,
“There are seven, decadent fragrances, with simplicity key for this collection.” Consumers are far more discerning than they once were, says Xystos director Tom Sykes. “They realise that buying the cheapest candle isn’t necessarily a good option, and in the case
indoors,” she states. “And this year, more than
of the wax market, the saying ‘you get what you
ever, pink is the top choice.”
pay for’ is particularly true. In our Cello range,
Also ringing up sales are the company’s fruity
we will be featuring the 12 top selling UK scents
fragrances. “Watermelon, Raspberry Supreme
which will always be on trend, while continuing to
and Strawberry & Pineapple Punch are the main
innovate and discover new fragrances.”
contenders, with a pink theme to the fore,” Curry confirms. At Ashleigh & Burwood, product manager Anna
For spring/summer, there will be three new scents―Ginger Fizz, Cucumber Spritz and Poppy Blush―with the company also introducing
Borrett says that a new candle is like a cushion,
tea light and electric melt burner products in
updating an interior look without a total redesign.
porcelain, along with new essential oils and glass
“Our Wild Things luxury scented candles include three new designs for SS19 featuring vibrant,
ultrasonic diffusers. Tapping into the continuing trend for gin,
expressive colour combinations teamed with new
Pintail Candles is launching its popular G &
animals―a panda, giraffe and rhino. We have also
T fragrance across the range, to include the
added 10 decorative tin candles into The Scented
company’s large triple wick candles. Making
Home collection.”
the most of the trend, they have created a June 2019 43
continued from page 43 new boutique Rhubarb Gin fragrance, also adding Elderflower Pressé to their candle ranges. “Fresh, invigorating fragrances, evoking dramatic upland landscapes and rugged coastal living are becoming very popular, following the trend in home interiors for natural stones, quartzite and granite, with salt fragrances, with the oceanic notes of our Sea Salt fragrance capturing the mood,” says director James Long. Village Candle too, has tapped into the key trends for 2019. “The new SS19 collections take inspiration from nature, beauty categories and new market trends in garden and florals, soft and muted pastel colours, fresh oceanic and watery, and unexpected fragrance combinations,” explains the company’s vice president for e-commerce + brand management, Dana Schwarz. “For SS19 we will be offering six new limited edition fragrances in the Traditions range, to include Fresh Cut Peony, one of our top selections for the season.” A new development for Village is a soy-blend collection of soy wax and essential oils featuring a numbered 1-7 fragrance range. Wax melts meanwhile, continue to be very on trend, with the lower price points allowing customers to ‘buy and try’ into the brand. Village will also be bringing to market a new ‘petite’ jar (92g), at a ‘try me’ size. Also new is a Fun Fantasy fragrance collection that offers a playful, mystical fragrance experience, as well as a new look in the metal lid. At Aromatize, 18 brand new fragrances have been 44 giftguideonline.com.au
what’s new
BACK TO CONTENTS
added to the Goose Creek collection for spring/summer. “We will be stocking the large 24oz candle jars and wax melts which feature fruity, floral, fresh and gourmet scents,” comments Aromatize’s managing director Marvin Lomax. With such an eclectic array of fragrances and formats― as well as more entry levels for those who want to try before they buy―candles really are a buyer’s market, with suppliers becoming increasingly innovative in bringing new, new, new to market. By Sue Marks, editor of UK magazine Progressive Gifts & Home. This article appeared in the February edition.
Fragrancing the outdoors A new launch from Luminara is the Luminara
product range includes candles, reed diffusers,
Outdoor range.
atmosphere rooms sprays and bath and body
“It’s the first weather resistant range, and yet another ‘first’, offering an outdoor LED Living
products for him and for her. “These luxurious products are manufactured
Flame candle that operates in all weathers,”
in South Africa and are 100 per cent endorsed
highlights sales director Paul Travis.
by Beauty Without Cruelty, with the company
“The Luminara fragrance diffusing candle
committed to the protection of natural
continued to take market share in 2018 as the
resources and to reducing negative impact
only fragrance diffusing LED candle and brand
and stress on the planet having integrated
leader. New natural fragrances for 2019 include
awareness and ethics into its core business
Island Gardenia, Sea Mineral Mist and Vanilla
strategy,” explains Travis.
Sea Salt. Pods are inter-changeable.” Complementing Luminara at Spring Fair will
Fragrances selected for the launch include St Tomas, Aquatic Splash, Underneath The Leaves,
be a new, established South African premium
Green with Sun Warmed Energy and classic
fragrance brand, Charlotte Rhys Capetown. The
No17, Fresh with Woody Depth. June 2019 45
continued from page 22 What are the benefits of beeswax candles? Beyond the fact that beeswax candles are non-toxic to burn, there are several other benefits. Firstly, because they have the highest melting point of any candle wax, they burn for up to 10 times longer than other waxes. Whilst you may pay more for a beeswax candle upfront, with their long burn times, they are often cheaper than their toxic cousins to burn per hour. A well-crafted beeswax candle should not smoke and a beeswax candle shouldn’t drip if it is kept out of a breeze. Nature in her brilliance also gave a beeswax candle flame the same light spectrum as the sun, and a light honey aroma that lingers from the honey that is once stored. Why do you think beeswax is so popular? We’ve been making beeswax candles for 19 years now and every year we see sales increase… firstly because once someone has burned a beeswax candle, they typically won’t burn anything else; and secondly because I think humanity in general is becoming more aware of the chemicals and fake ‘natural’ products that are hormone disruptors and carcinogenic. I also think that consumers are turning off advertising and are becoming more focused on sharing their finds and products that they like… and that plays heavily in favour of beeswax candles as the experience of burning a beeswax candle is one that people love to share. Why is beeswax better for the environment? There are just so many aspects to this answer. Paraffin is 46 giftguideonline.com.au
in focus
a waste product from petroleum refining so
being clear felled for soy plantations as it is a
arguably it is better for the environment for it to
high demand cash crop (same goes for palm
be used rather than thrown away. From a health
plantations in the Philippines and Indonesia).
point of view though the cost is high. The issues with soy (and palm) wax are many.
Thirdly, when you harvest and process soy beans you get soybean oil (with palm nuts you get
Firstly 96 per cent of soybeans grown globally
palm oil). This oil has a strong colour and aroma,
are genetically modified.
so it is chemically bleached to remove some of
Secondly, because of the high demand, there is the issue with huge areas of the Amazon
those issues. Then it is hydrogenated with nickel to create soy wax. So this thing that people like June 2019  47
continued from page 47 to call ‘natural soy wax’ is actually chemically
the varroa mite and that means our beeswax is the
bleached, heavy metal hydrogenated soybean oil.
only beeswax in the world that is naturally free from
And that is true 100 per cent of the time.
chemical miticides. We compete with the major
What is the best way to display your
pharmaceutical and cosmetics brands globally for
candles in-store?
our beautiful wax (and of course those are two of
We have a range of hand rolled candles with the
the highest margin industries in the world, so an
natural honeycomb finish that everyone knows
increase in the price of a small ingredient doesn’t
and associates with beeswax… include a few of
make too much of a difference).
those in your display and it draws customers to it.
Beeswax wraps have absolutely taken off in the
We also like our customers to stock a minimum
past five years as both an alternative to using soft
of five products from our range so that they cover
plastics and also because of how incredibly they
all the basics―tealights, tapers, votives and solid
work in preserving food. Historically beeswax
pillars. Those candles represent 80 per cent of
candles were only affordable to royalty and
our sales and so you’ll keep eight out of 10 of your
the aristocracy (beeswax was previously more
beeswax candle customers happy with that range.
expensive than gold!). They are now affordable
In our 19 years of making and wholesaling
to anyone so we’d like to see the market grow
we’ve noticed that it is becoming harder and
exponentially over the next few years as consumers
harder for small retailers to survive without a point
wake up to the fake natural and chemical cocktails
of difference. We find that our retailers stock
being peddled as safe to use in their home.
products that have a story and that stand for
Any last thoughts?
something. Whether you stand for great design,
The major trend I’d like to see is for people to
low tox, boho, minimalism, eco … whatever it
understand that fragrant oils are unregulated
is, stand for something and then make sure that
petrochemicals and that essential oils should
everything in your store speaks to that.
never be combusted (ie burned), which is what
What is the future for beeswax?
you’re doing when you burn a scented candle.
The price of Australian beeswax has increased over
If you love essential oils, get an oil burner or
300 per cent in the past four years! Australia is the
vapouriser and use beeswax candles for light,
only country in the world that remains free from
ambience and for purifying the air.
48 giftguideonline.com.au
in focus
BACK TO CONTENTS
June 2019  49
continued from page 25 1 We love natural
Especially women and mums are concerned
Consumers have gone gaga over natural
about the toxins candles can release which can
materials, not just in what they eat, put on their
harm their loved ones.
skin or the packaging, but also candles and
They need not to worry anymore as soy
home fragrances. Soy candles have no artificial
candles are a healthier alternative. They don’t
ingredients ie they are made from soybeans.
release any dangerous toxins into the air when
(Almost) gone are the days when candles
melted like paraffin candles do―indeed,
were made of paraffin wax, which consists of
burning paraffin candles releases at least 11
petroleum oil and produces harmful by-products
known toxins including carcinogens.
when burned or melted. So soy is better for
4 Last longer
your customer’s health and the environment!
While soy candles are often more expensive,
2 Smell better
they burn slower than regular candles, up to 50
Soy candles burn slower than paraffin candles,
per cent. This makes them a much more cost-
making the smell linger for longer as it is being
effective option. They also burn more evenly,
released into the room more gradually. While
leaving little to no wax residue on tables, jars or
paraffin candles smell fantastic when you burn
anything else they are sitting on.
it for the first time, it does lose that ‘first burn’
5 Eco-friendly
smell quite quickly while soy candles will hold
Soy wax is made from soybeans, a renewable
on to that scent a lot longer!
resource making soy candles an eco-friendly
Soy candles also have better cold scents,
alternative to regular candles. This is especially
which means that even when they are not lit you
important for families with kids and pets as
can still smell that wonderful scent!
they want the air in their homes to be cleaner
3 No harmful toxins
and healthier.
With the focus on natural air and creating a
As soy candles are naturally biodegradable,
healthier environment in their homes, your
spills are easier to clean with just hot water
customers are looking for healthier alternatives.
and soap.
BACK TO CONTENTS 50 giftguideonline.com.au
instore
June 2019  51
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