Yankee Candle® Background
The brand originates from the USA where it has been selling successfully and this year sees our 40th anniversary.  The success of the Yankee Candle® brand is based in the unrivalled quality and extensive fragrance selection within the home fragrancing premium sector.

1998 the company was sold to a private equity company for over $500 million. 

There are over 480 Yankee Candle® stores throughout the USA plus the flagship stores in Massachusetts, Boston and Virginia.

10 years ago, Yankee Candle® opened a European headquarters in the UK and now distributes to 26 countries in Europe with a turnover of £25 million over 43 countries

October 2008 – Yankee Candle® Gmbh opened its office in Dinklesbulh, Germany

Yankee Candle® - The Brand
Yankee Candle® is the market leader of the premium home fragrancing sector

The brand offers 5 differentiating factors to set itself apart from rival brands as follows:

Experience – with 40 years home fragrance expertise

Fragrance – we created the premium fragrance market

Quality – we pride ourselves on consistent quality for every purchase

Ingredients –  we only use the finest ingredients

Selection – nowhere else will you find so many fragrances to choose from
 
The Emotion of the Brand
Fragrance trends are different around the world.  For the European markets, florals and fresh scents are more popular, where in the USA food fragrances better perform in sales.  This is closely monitored and researched and fragrances developed in accordance with trends

For the consumer, the purchasing of a Yankee Candle® fragrance usually has an emotional connection.  For example, our best selling Clean Cotton fragrance is a reminder of clean washing at home on the washing line and all of the memories that this entails – personal to each and every one of us in different ways – but evoking a similar  emotion or memory

Fragrance and colour are primary senses and are individual to each consumer.  Yankee Candle® is renowned for producing true to life fragrances, each retaining the fragrance from purchase through to the end of the home fragrancing product

Each Yankee Candle® fragrance is tested to the highest standards and all products comply to all European regulations

Each year Yankee® investigates in the region of 1,000 fragrances and launch between 16 – 30 into the market following stringent testing and focus groups.  Colours and trends are taken into consideration

Product innovation is paramount to retain the consumer interest in the brand

Opportunities in the German market
With a population of 90 million – the German market is the most significant market for Yankee Candle® in Europe

The decision to open a German company was due to the fact of the rapid growth in the market and its potential.  Retailers were demanding an increased presence and level of service – therefore we responded to the demands of the market and listened to their requests

Yankee® wants to provide the German market and its customers with high service levels and customer support that it is renowned for

Yankee® currently has approximately 700 retail stockists in Germany

There are many retail channels open to the Yankee® brand and Yankee® will be monitoring which products sell best in varying locations ie: the signature Housewarmer® range sells best in a department store, interior decoration stores and houseware outlets

Support available to the German Retailers
Dedicated sales team and office based staff

Merchandising tools including, merchandising manual, display advice, online ordering service, branded display stands, POS material, Fragrance of the Month promotions and many more initiatives designed to stimulate and improve sales.

Display is key to the success of selling the brand and it is vital that this is adhered to retain the brand reputation and expectation of sales

Spring / Summer 2009
Floral fragrances – Plumeria, Cherry Blossom, Garden Sweet Pea

Fresh fragrances – Lavender Vanilla, Dune Grass

Fruit fragrances – Island Guava, Black Cherry, Tropical Fruit, Kiwi Berries

Additional Product Lines
Beanswax – eco friendly 100% Natural Soy Candles

World Journeys – made with pure extracts from around the world

Aromatherapy Spa – home fragrancing range with essential oils

Home Remedies – including patented odour eliminating agents to cleanse the home

Car Air Fresheners – fragrances for the car in a variety of styles

Concentrated Room Sprays – instant lasting freshness

Electric Home Fragrance – adjustable plug in fragrancing

Reed Diffusers – the hottest trend in home fragrancing for 2009 

Scented Sachets – eco friendly home fragrancing for small area ie: cupboards and drawers