Progressive Gifts & Home Guide to Home Fragrance 2023

Wha’s side

5-7 NEWS

9-11 RETAIL SURVEY

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On pages 9-11, we’re excited to unveil PG&H/Guide To Home Fragrance’s first ever retail survey, where gift retailers share their thoughts about not only products, but also what they enjoy using to fragrance their own homes too. It’s a terrific read, full of authoritative insights about this prolific sector that is continuing to go from strength to strength with a seemingly insatiable appetite from both retailers and their customers for newness and innovation.

There’s more insightful comment on pages 15-19 too, where leading names in the home fragrancing industry discuss the trends and what will be taking the sector forward this year in our first fascinating ‘round table’ article.

We also caught up with Helen and Piers Flook, founders and coowners of Marmalade of London, celebrating its tenth year, to discover what plans are in the pipeline to take the company forward in 2023, to include increasing Marmalade’s global reach. Turn to pages 20-21.

Meanwhile, on the celebrity front, the Style Sisters – aka Charlotte Reddington and Gemma Lilly – unveil their debut home fragrancing range with Sebnini that launches in the Autumn. Turn to page 13.

As for what’s currently ringing up sales for gift retailers, turn to our best sellers article on pages 27-29 where retailers reveal their customers favourite brands, formats and fragrances.

But first, turn to pages 5-7 for all the latest, news and views about what’s driving the industry.

Just a suggestion of course, but if you’ve got a candle, diffuser or other favourite fragrancing format to hand, this might be a good opportunity to enjoy the fragrance along with the read!

FACE TO FACE: THE STYLE SISTERS

15-19 ROUND TABLE

20-21 IN PROFILE:

MARMALADE OF LONDON

27-29 BEST SELLERS

New Home Fragrancing Distribution

Enesco Partners With Newell Brands

Indury News

Gallery Direct Launches Aroma

Earlier this year, as part of Gallery Direct’s SS23 collection, the company launched Aroma, a debut home fragrance category offering wax filled votives in different sizes along with reed diffusers. Each is offered in six scents: Fresh Herbs & Citrus; Leather & Black Pepper; Orange Flower & Magnolia; Patchouli & Amber; Sandalwood & Oud, and Tonka & Smoked Vetiver.

Below: Fresh Herbs & Citrus is one of six new fragrances from Gallery Direct.

Following an agreement with Newell Brands that started on 1 March, Enesco is now responsible for the selling and marketing of Yankee Candle, WoodWick and Chesapeake Bay brands into the independent gift trade, both to existing Newell customers as well as to Enesco’s existing customer base.

The distribution agreement creates a strong partnership between Newell Brands and Enesco, with both committed to supporting and growing the independent retail channel.

“The Newell home fragrance brands that we will be distributing are all strong brands in their own right that we believe we can support and grow when combined with our award-winning service levels and wide customer base in the independent sector,” states Enesco’s commercial director Phil Atherton.

Adds David Crawford, VP and general manager EMEA of the Home Fragrance Business Unit, Newell Brands: “We are excited to enter into a multi-year distribution partnership with Enesco UK which will service a specially curated list of independent gift customers across the UK and Ireland. This partnership represents a significant opportunity to develop our reach within the UK and Irish speciality retail landscape.”

Above: Yankee Candle, one of three Newell brands being distributed by Enesco.

Next Phase For Ashleigh & Burwood

With new business heads having recently joined and strengthened the team at Ashleigh & Burwood, the company, currently celebrating its 30th year, is embarking on its next exciting phase. Jed Kenrick, recently appointed ceo, has been making a strategic review of products and initiatives, investing and improving the company’s offer to customers.

As a first step, Jed has confirmed that he is keen to put more space between the company brand and the product brands they have created. As part of the initial phase of development, the company has unveiled a reimagining of the company logo, with a new strapline that underpins Ashleigh & Burwood’s position as a leading home scenting company.

Freckleface Expands On All Fronts

It’s going to be a busy few months for home fragrancing brand Freckleface, a finalist in the Home Fragrancing category of the Gift Of the Year competition. Not only is the company expanding into Europe, it is also expanding its trio of retail outlets with new stores opening in Lincoln, and a second store opening in York. More shops are on the horizon. The company’s co-founder Tara Carlile-Swift confirmed: “We’re planning to open a new store every three months.”

Left: Freckleface is continuing to roll out new stores.

Celebrating 30 Years

Some 30 years on, home fragrancing company Heaven Scent says it has seen a major renaissance of incense sticks this year.

“We started our business selling incense, creating alternative home fragrance scents to the niche Indian incense market at the time and introduced fragrances such as French Vanilla and Strawberry Fields which no one else was doing,” explains founder and managing director Daniel Pettitt.

“Fast forward 30 years and our best sellers feature fragrances that include Lime Basil and Mandarin, Sea Salt and Black Pomegranate. Since lockdown people seem to have rediscovered the intensity incense can offer when burning them at home.”

Adds Daniel: "We have also designed some new incense stands, making it easy for shops to display the incense. Additionally, new deals are currently on offer for retailers purchasing a certain amount of incense, who will also receive a free stand.” Visit www.heavenscent.co.uk

IT IS OUR BELIEF THAT EMOTION AND SCENT ARE ENTWINED. SCENT CAN TRANSPORT YOU TO ANY PLACE ON EARTH BUT MORE THAN THAT, IT CAN EVOKE FEELINGS OF PLACE AND TIME.

Gift Of The Year 2023

Home Fragrancing Finalists Announced

Six home fragrancing companies are in the running for the title of winner of the Gift of the Year’s (GOTY) home fragrancing award category.

The finalists are: Botanical Cast Fragrance Diffusers from The Foxglove Tree; CAHM Luxury Fragrance Range from The Cahm Collective; Candlemeleon from Candlemeleon; Funny Smells from Go La La; Nature's Garden Collection, Large Pots from St. Eval, and Pick & Mix Soya Wax Melts from Freckleface.

The winner of the category, and all Gift of the Year categories, will be revealed at The Gift Awards event on 11 May, to be held at the glittering Royal Lancaster Hotel alongside The Greats gift retailer awards, where the category winners will also be announced.

Online judging across all GOTY categories took place in December, with a live judging across all four days of Spring Fair in February. Visit www.thegiftawards.com; www.thegiftoftheyear.co.uk; www.thegreatsawards.co.uk.

Below: Among Candlemeleon’s environmentally friendly, heat reactive, colour changing scented candles.

Indury News

US Beckons For GOTY ‘22 Winner FYG

Since winning last year’s Gift of the Year 2022 Home Fragrance category, it’s been all systems go for FYG, which has seen founder and managing director Demi Pendakis agree a new partnership with Anthropologie UK, and land Stateside, exhibiting at both the Dallas and Atlanta Gift Fairs, where the brand has so far been taken on by 22 stores across America.

“The response to FYG has been incredible, and I’m really excited to see how much the brand can grow internationally in 2023,” enthuses Demi.

This year has also seen the launch of a new product range as part of FYG’s Gift of the Year award winning Memories home fragrancing collection. “The Memories Affirmation journals are a unique product, fragranced and designed to match the Memories range, with pages full of affirmations and inspiration for wellness journalling,” explains Demi. All FYG products are 100% natural and recyclable.

Below: FYG’s Gift of the Year 2022 award winning Memories range.

South African Vibe

CaraMia from Widdop & Co is a new home fragrancing suite of everyday luxury offerings focused on design, glamour and innovation. The collection mixes South African influence with a concoction of colours.

Below: CaraMia from Widdop & Co.

With Men In Mind

With Father’s Day on the horizon (Sunday June 18), Henry & Co has launched several new fragrances to tie in with the special occasion. They include Rock Salt & Driftwood; Herb Garden and Woodland Retreat, which are available as wax melts, reed diffusers, refills and candles. New merchandising solutions are available.

Kiln Green Joins Denby's Home Fragrance Collection

Denby has launched a candle and diffuser in its new Kiln Green pattern featuring notes of bergamot, grapefruit and clary sage on a base of blonde woods, along with patchouli. Refills are available for the diffusers.

The candle pots can be repurposed around the home for different uses, from drinks vessels and plant pots to bud vases. The pieces are available in many of Denby’s patterns, with each fragrance selected inspired by the individual pattern and scents ranging from woody notes to floral and fruity scents.

For retailers, there is an in-store plinth to showcase the collection supported with in store POS and premium lifestyle Imagery. Both the candle and diffuser are presented in recyclable gift boxing.

candle holder, handcrafted by Denby.

Above: Kiln Green diffuser and

Left: A trio of candles from Henry & Co.

Aroma

Products in our Home Accessories range include planters, tableware, vases and decorative accessories, as well as our new Home Fragrance range.

Our Aroma Collection offers contemporary wax filled votives in different sizes and reed diffusers , Perfect for enhancing a space while appealing to the senses, and with 6 scents to choose from its easy to create your own aromatic set up. From deep sandalwood and oud to refreshing orange flower and magnolia, there’s a aroma to suit all interiors.

Whatever look you want to create, our extensive range of over 1800+ Home Accessories offers products to suit all styles and budgets, without compromising on quality or style.

Scan the QR code for more

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SCENTS SENSIBILITIES

What’s driving home fragranced purchasing decisions for gift retailers, how important is the packaging and provenance of a product and which scents are in hitting the high notes?

These were just some of the many questions put to retailers in the first ever PG&H Guide To Home Fragrance, with 86% of respondents confirming that home fragrancing products are a ‘must have’ in their shops.

Read on to sniff out what gift retailers really think and feel about this all-important product sector.

HOW HAVE YOUR SALES OF HOME FRAGRANCED PRODUCTS FARED OVER THE LAST YEAR?

WHEN SOURCING, WHAT INFLUENCES YOUR PURCHASING DECISION?

The vast majority of retail respondents (93%) confirmed that price points, as well as packaging/shelf appeal, were the biggest drivers when placing orders, with over three quarters of respondents highlighting fragrance (78%). Ethical/sustainable credentials were important to almost two thirds (64%), while the brand and back story influenced 43% of respondents, with Made in Britain a driver for just over a third (36%).

WHAT TYPE OF HOME FRAGRANCING PRODUCTS DO YOU OFFER?

All survey respondents confirmed that they stocked candles, to include tea lights (71%), with 93% offering reed diffusers and 50% selling diffuser refills. Some 57% of respondents also stock scented sachets, room sprays and candle accessories, such as candle holders. Wax melts and burners and electronic mist diffusers are on the shelves for 43% of survey respondents, while 28% stock car fragrances and 14% offer fragrance lamps.

WHAT DO YOU FEEL YOUR CUSTOMERS ARE LOOKING FOR WHEN PURCHASING HOME FRAGRANCING PRODUCTS?

According to the findings of the retail survey, it’s price that drives sales, followed by fragrance and packaging. Under a third of those surveyed said that their customers were influenced by ethical/sustainable credentials (29%), while just over a fifth saying that a purchase was brand-driven.

Inset: Black and cream tapered dinner candles from Candlelight.

Heaven Scent doing things naturally

HOW MANY HOME FRAGRANCING COMPANIES DO YOU CURRENTLY STOCK, AND ARE YOU CONSIDERING EXPANDING YOUR SUPPLIERS THIS YEAR?

Almost two thirds of respondents (64%) said that they stocked up to five different brands, with between six and ten brands stocked by 29%. Only 7% of those surveyed stocked more than 15 different companies.

HAVE YOU RE-INTRODUCED TESTERS INTO YOUR SHOP TO ENCOURAGE CUSTOMERS TO ‘TRY BEFORE THEY BUY’?

Pre-pandemic, shops selling home fragrancing products were happy to let customers smell the fragrances in advance of purchasing. However, the pandemic swiftly put an end to that. Now it seems that testers are back in vogue, with almost three quarters of gift shops surveyed (71%) reporting that they are back in store.

DO YOUR CUSTOMERS MOSTLY BUY HOME FRAGRANCING AS A GIFT, A SELF-PURCHASE OR BOTH?

WHERE DO YOU SEE GROWTH IN THE HOME FRAGRANCING SECTOR, AND WHICH FURTHER INNOVATIONS WOULD YOU LIKE TO SEE?

Suggestions included a ‘one product fits all’ multi-use fragrance; personalised candles and increased choice in the wax melt sector. With home entertaining and tablescaping in mind, half of respondents confirmed they are looking to source more statement dinner candles and candle holders in the coming year.

Persy speakg

IN YOUR OWN HOME, WHAT’S YOUR PREFERENCE FOR HOME FRAGRANCING PRODUCTS?

When the closed sign goes up, it seems that gift retailers like nothing more than to relax at home by lighting a candle or enjoying the fragrance from a reed or mist diffuser.

WHAT’S YOUR FAVOURITE FRAGRANCE AT THE MOMENT?

WHAT’S TRENDING AT THE MOMENT?

Wellness, relaxation and mood enhancing home fragrances continue to be the biggest sellers reported almost two thirds of respondents (64%), with just over a fifth (21%) highlighting seasonal fragrances.

WHAT ARE YOUR TOP THREE BEST SELLING BRANDS AND RANGES?

A myriad of brands were cited by respondents, with those receiving notable mentions (in alphabetical order) being Ashleigh & Burwood; Best Kept Secrets; Candlelight; Gisela Graham; Heart & Home; Heathcote & Ivory; Heaven Scent; Henry & Co; Heyland & Whittle; Janie Wilson; Lily Flame; Meg Hawkins; Peppermint Grove; Pintail; St Eval and Wax Lyrical.

Inset: Marmalade of London is one of several companies recognising the trend for both wellbeing and sustainability.

Inset: Ashleigh & Burwood’s Naturals Rebalance candle.

Charlotte Reddington and Gemma Lilly, aka The Style Sisters, are best known for styling celebrity and high-end homes, as well as for their regular home styling segments on ITV’s flagship daytime show, This Morning. With a passion for home fragrance – Charlotte reveals that even her vacuum cleaner emits the scent of sea breeze! – the glamorous duo tell PG&H/Guide To Fragrance about the Autumn launch of their debut Signature and Original ranges with Sebnini.

SWEET SMELL OF SUCCESS

Five years ago, look alike, think alike, best friends Charlotte Reddington and Gemma Lilly - who met at school – merged their professional backgrounds in interior styling and fashion to create the Style Sisters.

Today, with thousands of Instagram followers, and the signing of new licensing partners to include home fragrancing company Sebnini, Charlotte and Gemma are enthusiastically looking forward to the launch of their debut Signature and Original ranges of candles and diffusers.

The aim is to offer a high-end home fragrance range that excites the senses to an aspirational wider market, and naturally, Charlotte and Gemma were very hands on. “We had a very clear vision of what we wanted, and fortunately, we were on the same page as Sebnini,” confirmed Charlotte. “The company showed us some amazing ideas and we took their guidance on board.”

Sebnini’s international sales manager Seb Schyberg adds: “When Charlotte and Gemma arrived at our offices they brought a suitcase filled with their favourite perfumes, inspiring the range and creating the home fragrance that they are truly passionate about.”

Both home fragrancing ranges feature two products – candles and reed diffusers. The Signature range (RRP around £18) offers fluted black and white ceramic vessels - Day in white, and Night in black.

“The fragrances offer fresh bright zesty fragrances to excite the senses – Day -

along with rich, earthy fragrances that fit with cosy evenings at home – Night,” explains Charlotte.

“We wanted something that was a play on what we do and what we represent, something

Sisters In Scent

care card from them, and an instant cold fragrance throw.

The Original glass candle and diffuser meanwhile, has been created specifically for Aldi, (RRP £5), and is a totally different product.

following minimalist styling in black and white, with a premium matte finish. Meticulous attention to detail has created an unboxing experience aimed wholly at the consumer, featuring the Style Sisters’ signature black and white stripes, along with a welcoming

“Using fine fragrances it’s more of an experience,” explains Seb. “It has a different look, featuring square shapes, made from recycled glass, and wooden lids. Again, the products are packaged in Style Sisters branded boxes with a separate sleeve, with the user experience of the utmost importance.”

“Scent is such a big thing in all our lives,” says Charlotte. “As we say in the home fragrance chapter in our book – Helping You Live An Organised And Stylish Lifeit’s linked to memories and our emotions. Fragrance plays on all our senses.”

Capturing Mother Nature’s beauty, Botanical Cast Fragrance Diffusers are a unique and decorative way to add fragrance to your home.

www.thefoxglovetree.co.uk

thefoxglovetreegifts@gmail.com

07766 748588

@thefoxglovetree

FINALIST

The home fragrancing sector continues to up its game, with more newness and innovation than ever before.

Some of the leading companies in the sector share their insights in a PG&H/Guide To Home Fragrance ‘round table’.

TALKING HEADS

Wax melts are continuing to gain momentum as the home scenting product of choice for a growing sector of the market,” comments Ashleigh & Burwood’s ceo Jed Kenrick. “Two and a half times as many internet searches happen every month for melts vs scented candles or diffusers. This reflects the growing interest from consumers in this product category and, this season, we’ve launched colourful heart-shaped wax melts in our The Scented Home brand. Later this year, we’ll be adding wax melts to the range of products under the Ashleigh & Burwood brand, but in a different format.”

Jed adds that the wellbeing/aromatherapy sector of the market is also continuing to grow, with product ranges in more than just premium priced

propositions. “Naturally-sourced scents are also growing strongly, with our Ashleigh & Burwood Naturals collection combining both of these trends. The focus is less about the scent itself and more about the emotions those scents help generate. In addition, with premium products across a range of categories selling well, we are planning on launching our new Ashleigh & Burwood range of diffusers and candles in the same black and gold livery as our fragrance lamps and lamp fragrances. Stronger, more complex scents will be based on our top ten lamp fragrances which will give consumers another couple of formats in stylish, premium vessels.”

On the subject of vessels, Jed says that chunkier shapes are becoming the norm in the premium sector. “A plethora of

apothecary style bottles are moving into that section of the market in clear, frosted, brown, black and matt colours. Combined with understated packaging these are currently two strong trends. Lastly, as in many markets, ‘mini’ versions of bigger products are emerging onto the scene and gaining a real following. This is a strong trend, going with the grain of the circumstances we find ourselves in, and we’ll be hitting this sweet spot with our own The Scented Home Mini range later in the year, building on the existing range.”

At FYG, managing director Demi Pendakis comments: “The research we are doing as we develop new products for 2023 and beyond is showing that the key trend emerging is for bold scents. We saw this

Inset: Ashleigh & Burwood’s wax melts in Peony.

Everyday Luxury

“We are finding a strong market in items deemed to be an everyday luxury,” confirms Sophie Aldred, customer care manager at Aromatize. “This is reflected in both fragrance selection and packaging. The consumer is keen to understand the fragrance notes of a more complex and layered scent. If someone is investing in a signature fragrance throughout their home they want depth and character, as well as a burst of freshness.

Responding to this demand, we have developed the Woodbridge Signature collection. The fragrances have a distinguishable base, heart and top notes, meaning that the scent will appeal differently to individuals. Plus, each scent has a signature colour to make for an impactful display.”

With regard to packaging, Sophie says that a signature colour or print is proving popular. “For the retailer, this means an eye-catching display, and for the consumer a style statement to enjoy in their home.”

coming when we started to develop our Seasons range and worked towards accommodating the emerging trends of big florals, refreshing citrus notes and creamy vanilla textures. Our Spring/Summer Seasons candle has bold, citrus-infused essential oils that are in tune with this fragrance trend.  Once lit, the candle slowly burns through the first fragrant layer to reveal a new seasonal blend below.”

Concurring with other suppliers, Demi adds that consumers are continuing to demand home fragrance products that are natural, eco-friendly and sustainable. “It’s at the heart of what we do at FYG, with the conscious consumer dictating growth over the next 12 months.”

Vanessa Curry, Best Kept Secrets’ managing director, says that after a very difficult couple of years, there are positive signs that the gift market is stabilising although still facing some challenges.

“Retailers and buyers are even more savvy and hardworking than usual, with the big push for Made In UK products this year that have sustainability at their heart.”

Continues Vanessa: “Made in the UK is a powerful branding message that we are frequently asked about by our customers.  We find products made in Britain are better quality and therefore trustworthy and safe, which is exactly what consumers want when buying candles.”

She points out that consumers too, are becoming more conscientious about where their purchases are being manufactured and are increasingly more aware of their carbon footprint as well as wanting to support the British economy. “Our eco friendly range of coconut wax candles, Our Fragrant World, ticks all these boxes. They’re carefully thought out, handmade in Morpeth in Northumberland, using sustainably sourced ingredients, UK manufactured wax, fragrance and packaging.”

Inset: Honey Almond, part of he Signature collection from Aromatize.

Inset: Our Fragranced World, from Best Kept Secrets, was launched earlier this year.

Daniel Pettitt, founder and managing director of Heaven Scent, states that incense has grown in popularity, particularly over the last few years. “Successive lockdowns and working from home have meant that people have looked to change the ambience or mood of a room simply and quickly by using incense. Our incense is made out of bamboo sticks and wooden material that are then handdipped in ethically sourced essential oils or high quality fragrance oils,” he explains.

Comments Potters Crouch’s David Brown: “The home fragrance sector has never really lost its lustre, and through covid, cost of living and contraction in the economy. the consumer continues to find a bit of comfort in a fragrant home environment.

“During lockdown, sales of home fragrance products soared as people spent more time at home and wanted the place to smell great. That focus on fragrance has slowed slightly but has not gone anywhere near back to pre-covid levels,” he points out. “That doesn’t mean that retailers and manufacturers have been able to sit back and reap the rewards of growing demand, but if they respond to the trends, there is business to be had.”

Adds David: “In their ‘behaviour tracker’, Capgemeni reported ‘The ethos and ethical standing of both the product and the company is extremely important to consumers who are no longer prepared to pay a premium for what they expect as standard.’ In response, Potters Crouch took the bold move in late 2022, to launch a premium range of high-end fragrances but in simpler more sustainable packaging.  Our Wellness reed diffusers were simplified into a zero-waste

Fragrant Memories

“Research shows that fragrances can affect us positively through the memories they bring back, to include childhood, baking, holidays overseas and walking through fragrant gardens, all reminding us of an enjoyable experience,” states Lesser & Pavey’s managing director Julian Hunt, “affecting everything from feeling sleepy to romance. At Lesser & Pavey, we are seeing increasing demand for our Desire fragrance gifts with new additions to the Madelaine range for Spring 2023.  Originally launched in 2022, inspired by Heart Designs, the initial four designs have grown into a ‘gift for her’ as well as a wedding gift range, with new additions featuring six new fragrances, candles and diffusers. We have also recently launched a range of floral diffusers,” adds Julian, “a range of floral displays combined with the fragrances of Hydrangea and Hyacinth; Lily and Black Orchid; Eucalyptus and Pomegranate; Poppy and Dark Amber; Daffodil and Jasmine, and Daffodils.”

packaging solution and the retail price reduced to £15.99 as a result.   Several stockists now report that this is their single biggest selling home fragrance item. There is no doubt that this trend will continue, and ethical sustainable products will remain sought after, but without a premium price tag they used to attract.”

Taking an overview of the home fragrancing sector in 2023/2024, Gert Schyberg, managing director of Sebnini, (which does white label work for major retailers in the UK, Europe and America), says that people are looking to move on. “We are developing product using different materials, finishes and style of packaging, with sustainability hugely important to us and to our fragrance partners. Plus, people want to feel the strength of the fragrance, so we are putting a lot of emphasis on fragrance development with our perfume houses.”

On the trend front, he says that gourmet fragrances are coming in from America, with fine fragrances continuing to grow in the UK, as well as

in Europe and America. Adds Gert: “We are consistently pushing innovation, as well as boundaries, particularly in ceramics.”

For retailers, there’s clearly much to look forward in home fragrancing this year, with innovation leading the way as manufacturers and suppliers continue to up the ante.

Inset: Floral diffusers from Lesser & Pavey.

Left: Incense from Heaven Scent.

Right: Candlelight’s new Mediterranean Lemon range.

A GLOBAL VISION

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

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

Currently celebrating ten years, Piers and Helen Flook, co-founders of Marmalade of London, tell PG&H/Guide

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

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

ongoing love of scent). Piers’ wife and co-founder Helen joined him after selling her recruitment business, using her global contacts to pursue the company’s international expansion ambitions. From the off, all Marmalade home fragrance products featured natural ingredients, to include shea butter, soy wax and essential oils, with the Marmalade Wellbeing collection highly commended in the Gift of the Year Awards 2022. While both Helen and Piers have always championed British design and manufacturing, in the

last three years, they have become increasingly focused on the company’s environmental footprint. “The new factory we built in 2022 only has electric vehicles and reach trucks, with the site screened with 1000 newly planted trees to benefit the local environment,”

highlights Piers.

“The construction is as environmentally efficient as we can make it, and we are covering the roof with solar panels to get off grid. In addition to high performance insulation and cladding, the premises also features low air permeability design, as well as electric vehicle charging points. There is always more to be done,

Inset: Peony was launched at Spring Fair in February.

Co-ordinated hand and body wash and hand and body to lotion in glass containers.

but we are definitely far more aware and conscious of the eco journey than when we started out at our Cheltenham HQ a decade ago.”

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

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

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

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

In addition, at their customers’ request, the

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

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

Piers and Helen Flook: The Lowdown

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

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

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

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

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

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

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

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

Inset: Bergamot & Soft Rose is among the company’s reed diffuser range.

Inset: Energise, one of three fragrances in Marmalade’s Wellbeing collection.

1: INIS HOME REFRESHER OIL

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

Inis

T: +3531 286 7125

E: hello@inis.com

W: www.inis.com

2: SUSTAINABLE LUXURY BY F.Y.G

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

FYG

T: +44 208 914 7974

E: demi@fyghome.com

W: www.fyghome.com

3: OPULENT GEMSTONE SHADES

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

Ashleigh & Burwood

T: +44 (0) 1932 267060

E: COT@ashleigh-burwood.co.uk

W: www.ashleigh-burwood.co.uk

4: SNOWDROP & JASMINE FOR THE SCENTED HOME

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

Ashleigh & Burwood

T: +44 (0) 1932 267060

E: COT@ashleigh-burwood.co.uk

W: www.ashleigh-burwood.co.uk

5: ENHANCE YOUR

WELLBEING

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

Potters Crouch

T: David on 07867 537192 or 01727 836454

E: david@potterscrouchcandles.co.uk

W: www.potterscrouchcandles.co.uk

Wha’s

1: GORGEOUS NEW FRAGRANCES

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

Best Kept Secrets

T: 01670 512222

E: Sales@bestkeptsecrets.co.uk

W: www.bestkeptsecrets.co.uk

2: A CLASSIC FRAGRANCE WITH STYLE

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

Lesser & Pavey

T: 01322 279225

E: sales@leonardo.co.uk

W: www.leonardo.co.uk

3: OUR FRAGRANT WORLD

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

Best Kept Secrets

T: 01670 512222

E: Sales@bestkeptsecrets.co.uk

W: www.bestkeptsecrets.co.uk

4: CHRISTMAS HAS COME EARLY

Henry & Co has launched four new fragrances for the 2023 Christmas collection. The range includes Gingerbread, Spiced Citrus and Clove, Festive Cranberry and White Christmas, along with a number of gift sets for the all-important gifting season. Fragrances are available across the collection covering all price points and the new merchandising units offer maximum return on the floor space.

Henry & Co

T: 0333 1882006

E: hello@henryandcompany.co.uk

W: www.henryandcofragrance.co.uk

5: SLEEK MINIMALISTIC DESIGN

DILLON&I has recently launched its first collection of 100% soy wax candles and reed diffusers, with the products aiming to create an inviting atmosphere that ‘soothes the soul and ignites the senses’. The sleek and minimalistic design should slot seamlessly into any home, with the company promising to leave a lasting impression with the French Blackberry range.

Dillon & I

T: 07572 049171

E: dillonandi@outlook.com

W: www.dillonandi.com

Wha’s

Eddingtons Ltd, The Reid Building, New Hayward Farm, Hungerford, Berks, RG17 0PZ, UK

FRAGRANCE CHART TOPPERS

Known locally as the ‘Smelliest Shop in Town’, gift and home fragrance store Buy the Light in Bury St Edmunds stocks over 200 different fragranced products including a vast selection of Yankee Candle, Woodwick and Village Candles, A Cheerful Giver Candle Company, St Eval Candles from Cornwall, Classic Candle based in Woodbridge, Sassy Shop Wax melts from Bristol and Emily Victoria Candles based in Cheshire. The shop also stocks a wide range of Maison Berger products including fragrance lamps and perfumes and a range of electronic diffusers from madebyzen.

“Our best selling candle brand is the Classic Candle Company,” confirms Buy

the Light’s owner Lesley Bancroft, “with products including candles, melts and reed diffusers made in Suffolk. Colourful, a fruity floral, is the best selling candle. We stock it in jars and MiniLights, which are like large tea lights. All come in white wax to suit all decors. The company’s diffuser refills are also a great seller, with London and Colourful the most popular. They’re relatively inexpensive, smell great and last for months. As for wax melts, Emily Victoria Candles melts are extremely good value at £1.99 and last for 18-24 hours, with Belle our best seller. Another top selling melt is Down by the Creek.

Continues Lesley: “Natural wax tea lights and tin candles from the St Eval Candle Company also continue to ring up sales. They’re made from a natural wax with Bay & Rosemary our top selling fragrance. “We also stock madebyzen’s electronic mist diffusers, with Thalia our top selling design and Black the top selling oil.”

Buy The Light also offers Lampe Berger from Maison Berger, the original perfume lamps brand dating back to 1898, with Zest

PG&H’s Guide To Home Fragrance discovers which home fragrance brands and formats are flying off the shelves for some gift retailers.

Inset: Eau Lovely from Enesco.

Inset: Ashleigh & Burwood’s The Scented Home Snowdrop & Jasmine fragrance lamp.

of Verbena and Wilderness Buy the Light’s best selling fragrances. “We have many repeat sales as it works so well,” confirms Lesley.

Another gift retailer selling a big selection of home fragrancing products is Jo Williams, owner of Joco in Nuneaton. “We sell a large range including candles, reed diffusers, incense, essential oils and fragrance lamps,” confirms Jo. “Our biggest seller, and by far the one that draws customers back in time and time again, are the fragrance oil lamps from Ashleigh & Burwood.  Once the lamp has been purchased, either for the customer themselves, or as a gift for others, the recipient comes back to us for the oils.  There are a vast range of fragrances to choose from, with the customer often purchasing an additional lamp for another room in their home,” reports Jo.

Samantha Gibbs, owner of three Nest gift stores in Stoneygate, Broughton Astley and Thurlaston Garden Centre, highlights that Nest’s steady seller for the last 20 years has been Pintail Candles. “With a burn time of 40 hours and their coordinates simple styling, they are an obvious choice,” confirms Samantha. “Meanwhile, our newest range, Eau Lovely from Enesco, has been a huge seller and caught me by surprise as the price point is higher than we would usually take on. They have stones, such as green adventurine and rose quartz, set into them to offer a really interesting USP. All our candles are usually gift purchases rather than self purchase.”

On the reed diffuser front, Samantha highlights that they are increasingly popular with Nest customers. “Pintail Candles has a matching range which sit very well together and also includes replacement oils. Additionally, the Meg Hawkins range from Widdop & Co come in beautifully illustrated packaging and always make a really successful gift. As for scented sachets our ‘go to’ has always been Heart of The Country's Bridgewater sachets. We honestly love them and they sell so well. They are a great postable little something as a gift, but the real gains come from repeat self purchases.”

Meanwhile, wax melts have become Nest’s newest growth home fragrance

category. “We use a micro maker called Fig Tree Home Fragrance that is based locally in Leicestershire and frankly, we sometimes struggle to keep up with demand.

“Alongside Fig Tree, we will be placing an order with Ashleigh & Burwood for our Christmas wax melt fragrances as I’m very impressed with their seasonal ranges. In fact, out of all our home fragrance ranges, wax melts are the most significant self purchase category.”

At Keepsakes, which has six gift stores in Scotland, co-owner Scott Nicol says that one of its best selling fragrance ranges is from Essence of Harris. “The brand is inspired by the elements of the beautiful island with its rich natural heritage. All the products are developed and hand poured in its factory on the Isle of Harris itself – which is a great selling point in our stores. Our best selling fragrance from them is Seilebost – Black Pomegranate. Customers love the smell and we have a lot of repeat sales. In

particular, the wax melts have been selling really well, not just from Essence of Harris but across the board.”

At garden centre Garsons in Esher, department manager of gifts, Emma Gomes, reports a positive rise in home fragrancing sales with a relatively new brand in the home fragrance market, Henry & Co. “We stock quite a large range of theirs across candles, diffusers and wax melts, and their simple but effective brown kraft packaging is a draw. The company offers different blended fragrances which appeal to many, such as dark honey & tonka, which is a proven favourite with our customers as it smells divine!”

Adds Emma: “Henry & Co’s wax melts have also been extremely popular with our customers, as the fragrances are very unique compared with other brands.”

Inset: Henry & Co’s Dark Honey & Tonka.

Below: The Classic Candle Company is Buy The Light’s best selling candle brand.

Bottom: Essence of Harris is a winner for Keepsakes in Scotland.

1: INCENSE RENAISSANCE

Heaven Scent started its business selling incense back in 1993. "We sold incense to shops that were slightly different to the usual ethnic smells that were around and popular at the time; we sold fragrances like Melon and Strawberry or Vanilla, something no one was doing so our incense became very popular,” commented Daniel Pettitt, md of Heaven Scent. The company still sells incense – which is made in Wiltshire - with popular fragrances including Black Pomegranate and Lime Basil and Mandarin. It also sells a full essential oils range. Daniel continued: “There is a renaissance of incense at the moment. Since lockdown, people have sort other ways to fragrance their homes other than candles; incense seems to bring with it a sense of ritual and calm which seems to appeal to people."

Heaven Scent

E: contact@heavenscent.co.uk

W: www.heavenscent.co.uk

2: NEW FRAGRANCE LAUNCHES FOR MANOR HOUSE

2022 proved to be the best year to date for Manor House – Spring Fair was one of its best trade shows yet and it continued to welcome on board new stockists. The company has launched Antibes & Portofino to its extensive offering and, having created much more indepth fragrances for the collections, the feedback has proven to be very positive. Also new is a collection of Soy Wax Candles in Tins (silver tins for year round and gold for Christmas), available in all 30 of its fragrance collections. The new 2023 collection encompasses 30 fragrances to choose from, which is Manor House’s largest offering to date, while it is continuing to create new fragrances for later this year. Private Label Home Fragrance is increasing dramatically, with the company able to offer bespoke and unique one off collections. In addition, it also now offers a standard selection of on the shelf gift boxes in various colourways to suit the slightly smaller retailers.

Manor House Home Fragrance

T: 01359 250720

W: www.manorhousehomefragrance.co.uk

3: LUXURY BUNNY TAIL

REED DIFFUSER

Luxury fragrance with an ethical heart, CAHM's range of luxury bunny tail reed diffusers are highly sought after. Complemented by a range of candles, aromatherapy roll-ons and bath salts, CAHM seeks to spread a positive mental health message through beautiful design-led gift. Premium Quality. Vegan friendly. Cruelty free. Plastic-free packaging. Handmade in Yorkshire. Super stylish.

CAHM

T: +44 7487 264762

E: amy@thecahmcollective.com

W: www.thecahmcollective.com

4: BEAUTIFUL CAST FRAGRANCE DIFFUSERS

Inspired by Mother Nature, The Foxglove Tree’s Botanical Cast Fragrance Diffusers are a new and sustainable way to add fragrance to your home. Each handmade design is created from a casting taken from real plants and flowers, capturing all the intricate detail of each petal and leaf. Every cast is infused with gorgeous fragrance and comes with a 3ml top up bottle of oil to keep your diffuser smelling fabulous.

The Foxglove Tree

T: 07766 748588

E: thefoxglovetreegifts@gmail.com

W: www.thefoxglovetree.co.uk

5: THE SCENT OF SUMMER

Lily-Flame is getting set for the summer months with its new candle called Ibiza - providing a reminder of holidays past or a taste of what’s to come. Wrapped in a sunkissed orange label with a super-matt, soft touch, it is complemented with an Aqua Neon Blue hotfoil print. Perfect to get customers in the mood for the summer sunshine.

Lily-Flame

T: 01963 240 463

E: info@lily-flame.co.uk

W: www.lily-flame.co.uk

Wha’s

UNITING THE GIFT INDUSTRY

Marking a significant unified step forward for the UK gift industry, the GA’s Gift of the Year (GOTY) awards and The Greats gift retailer awards joined forces in 2022 to create The Gift Awards, with the winners of both awards programmes to be announced at a shared lavish black tie evening event in May, at the Royal Lancaster Hotel in London.

The two award programmes see both gift product excellence and retail prowess recognised and rewarded at an awards event to make the whole industry proud, attended by hundreds of gift suppliers and retailers.

Save the date for the most exciting gift sector event of 2023 now, sign up to newsflashes from GiftsandHome.net for updates.

Max Publishing in partnership with the Giftware Association