Wax Lyrical marks 40th anniversary with export expansion

NEW export markets across Europe, Asia and Africa have seen the UK’s largest home fragrance company expand its worldwide reach to 46 countries.

Wax Lyrical, which specialises in quality British-made candles and reed diffusers, has expanded its Paris operation to open new outlets across Belgium, Holland, Luxembourg and Russia.

And as part of its worldwide expansion Wax Lyrical, which celebrates its 40th anniversary next year, has also opened up new export markets in South Korea, Australia, Pakistan and Nigeria.

Warren Gell, Wax Lyrical’s commercial director, said: “Historically 90 per cent of our sales have been in the UK. In 2019 we have increased exports so that the UK market now represents 80 per cent.

“Our strategy is that exports will be further increased to represent 50 per cent of our business in the next three years.”

Warren said the testing in its new laboratory, and subsequent performance of Wax Lyrical’s high quality British-made candles and reed diffusers, gives them a competitive advantage, and is one of the reasons why their products are so popular with consumers.

“Our story is about our innovation, our people, our environment, and our high quality, British-made products.

“We have invested more than £100,000 in a state of the art laboratory this year. All our products go through rigorous research, development and testing.

“Dr Will Locke, our research development and compliance manager, who is one of the UK’s leading home fragrance scientists, ensures that every Wax Lyrical candle and reed diffuser is a high-performing, high quality product.

“So when a customer buys a Wax Lyrical candle or reed diffuser, whether that’s for themselves, or as a gift for a friend or relative, they have total confidence that they are buying a high-quality British-made, high performing product.

“Our people have tremendous knowledge and expertise and are passionate about what they do to ensure everything about Wax Lyrical represents that quality."

Dr Will, whose CV includes a PhD in chemistry and working with a joint Nobel Peace Prize winner at Oxford University, said it was an opportunity to explain the science and research which goes into developing the products.

“At Wax Lyrical, we pride ourselves on the fact that because of our testing process our candles will burn efficiently and safely, and our candles and reed diffusers will throw their fragrance all the way to the end of their lifecycle.” said Dr Will, who is also chair of the technical committee for the British Candlemakers Federation and also sits on the equivalent European body, advising on quality and safety.

“Most (candle and home fragrance) companies don’t have the resources to do the research and development and testing that we do,”

Central to the company’s plans - both at home and abroad - is creating in-store ‘experiences’ - to ensure consumers are fully aware of the Wax Lyrical story.

Warren said: “Across Europe consumers love a quality British-made product. That gives us a point of difference in the marketplace.

The company plans to open up a pop-up ‘Wax Lyrical Experience’ store in Paris next year to bring the 40-year story of its science, environment, people and products to life.

“In our pop-up store in Paris, we will show consumers the Lake District environment which inspires our people and our products every day at our headquarters where all our creative, design and production is done,” said Warren.

“Our environment is also really important to us. Being situated on the edge of the English Lake District we are inspired by the clean air and environment around us and are fully committed to producing environmentally-friendly, sustainable products.”

“We are committed to ensuring that Wax Lyrical continues to adopt environmentally friendly initiatives to ensure the environment around us and the world’s natural habitats, which inspire us all every day in everything we do, are cherished and protected for generations to come,” said Warren.

Wax Lyrical, which plans to expand its export reach across the USA in 2020, will also showcase its latest innovations in its ‘experience’ stores.

It was the first company to take diffusers to the European market. It has recently developed liquidless diffusers and has also introduced an odour-neutralising agent in its HomeScenter® range.

The company, which recently increased its workforce by more than 20 per cent and now employs 110 people, is still planning further growth in the UK market.

It plans to expand into more independent UK outlets including hotels and spas, with its focus on creating lifestyle experiences.

Part of the Portmeirion Group, Wax Lyrical will also mark its 40th anniversary with an extensive rebrand and new licenses with Sophie Conran and Wrendale, building on existing collaborations with RHS, Fired Earth, and Silentnight.

Warren said: “It’s a great time for all of us all at Wax Lyrical with us marking our 40th anniversary next year by exporting to more countries around the world than ever before, exciting new licences and collaborations, more high quality product ranges, and a whole host of far-reaching environmental initiatives, all backed up with our excellent customer service.”

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