AVA & MAY
AVA & MAY GmbH is a Berlin-based direct-to-consumer retailer of vegan, plant-based scented candles, reed diffusers, car fragrances, and Eau de Parfum sold exclusively via its Shopify storefront, primarily to individual consumers in Germany.
- Company typePrivate
- Founded2018
- HeadquartersBerlin, Germany
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What AVA & MAY does
AVA & MAY GmbH is a Berlin-headquartered direct-to-consumer home fragrance retailer founded in 2018, operating a single Shopify-based e-commerce storefront (ava-may.de) selling scented candles, reed diffusers, car air fresheners, Eau de Parfum, powdered soaps, gift sets, and digital gift vouchers to individual consumers, primarily in Germany with international shipping available. The company manufactures its candles in Sweden using 100% plant-based, vegan wax and produces alcohol-free reed diffusers, with the product portfolio organized under two brands — the main travel-inspired Ava&May line (Santorini, Maldives, Tahiti, Lisbon, Porto themes) and the premium CLUB NOÉ sub-brand — and supported by a limited co-branded collection with Werther's Original. Pricing spans roughly €9 to €130, with candles ranging €11.99–€56.99, diffusers €13.99–€36.99, and Eau de Parfum at €29.99–€69.99; free shipping is offered on domestic orders above €50 with Klarna, PayPal, Amazon Pay, and credit card accepted.
The company monetizes through one-time product sales on its owned storefront, supplemented by a recurring CLUB NOÉ VIP loyalty program (5 points per €1 spent, referral bonuses, free shipping by status tier, early access to launches) and gift voucher sales that drive new-customer acquisition. Marketing is executed across Instagram, TikTok, Facebook, Pinterest, YouTube, LinkedIn, and Spotify, supported by Klaviyo and Mailchimp email automation, Judge.me product reviews, Google Analytics, and Microsoft Clarity; customer service runs on Zendesk. Leadership consists of three co-founders and managing directors (Akos Piffko, Ankur Bansal, Sascha Dexler). The company is privately held, with no disclosed funding rounds, parent company, acquisitions, regulatory actions, or patent filings in the source data, and claims a cumulative base of more than 1.5 million customers.
AVA & MAY firmographics
Firmographics- Name
- AVA & MAY
- Legal name
- AVA & MAY GmbH
- Website
- https://ava-may.de
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- AVA & MAY GmbH is a Berlin-based direct-to-consumer retailer of vegan, plant-based scented candles, reed diffusers, car fragrances, and Eau de Parfum sold exclusively via its Shopify storefront, primarily to individual consumers in Germany.
- Ownership category
- akta.pro rank
AVA & MAY industry classification
Industry- Product category
- Home Fragrance Products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE)
- akta.pro secondary industries
- Scented Candles & Wax Melts (Home Fragrance) (CRAJAEAD), Reed Diffusers & Passive Diffusion Fragrance (CRAJAEAE), Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI), Candles, Home Fragrance & Diffusers Retail (CRAIACAC), Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)
Keywords
Where AVA & MAY is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
AVA & MAY business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct E-commerce Retail: One-time product purchases through the company's Shopify-based online store, selling scented candles, reed diffusers, car scents, perfumes, powdered soaps, and gift vouchers at various price points ranging from approximately €9 to €130.
- VIP Loyalty Program: CLUB NOÉ loyalty program where members earn 5 points per €1 spent, receive birthday gifts, free shipping based on status, and early access to new product launches. Generates recurring engagement and customer retention.
- Gift Vouchers: Sale of digital and physical gift vouchers, driving new customer acquisition through gifting occasions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Candles (180g-220g) |
| Unit Pricing | Pay-as-you-go | Large Candles (337g-450g) |
| Unit Pricing | Pay-as-you-go | Reed Diffusers (100ml-150ml) |
| Unit Pricing | Pay-as-you-go | Car Scents (9g Refills) |
| Unit Pricing | Pay-as-you-go | Home Fragrance Sets |
| Unit Pricing | Pay-as-you-go | Eau de Parfum (50ml) |
| Subscription | Monthly | VIP Program |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels10 records
AVA & MAY product offering
Product offeringCore offering
AVA & MAY designs, manufactures, and sells premium home fragrance products — scented candles (100% plant-based wax), alcohol-free reed diffusers, car scents, eau de parfum, and powdered soaps — produced in its own factory in Sweden with IFRA-certified fragrances inspired by global travel destinations. The company sells directly to consumers through its own Shopify-based online store at ava-may.de, with a primary market in Germany and limited international shipping.
Product overview
AVA & MAY is a German home fragrance company offering a diverse portfolio of scented candles, diffuser sticks, car fragrances, and personal perfumes. The core products are manufactured in Sweden using 100% plant-based wax and feature fragrances inspired by travel destinations worldwide. The company operates under two main brands: Ava&May (main brand with travel-inspired scents like Santorini, Maldives, Tahiti, and Portugal-themed collections) and CLUB NOÉ (premium sub-brand with elegant personal fragrances and sophisticated aesthetics). The product lineup includes individual products (candles in various sizes 150g-450g, diffusers in 100ml-150ml, car fresheners), bundled gift sets, a mix-your-own customization service, and an outlet section for discounted items. The company also maintains a VIP loyalty program and offers a collaboration collection with Werther's Original. All candles feature up to 62 hours burn time, plant-based wax, vegan formulations, and IFRA-certified fragrances.
Differentiator
Problem solved
Functional benefit
Brands
- CLUB NOÉ: A sub-brand under Ava&May offering elegant scented candles, diffusers, and Eau de Parfum products.
Products and services
- Duftkerzen (Scented Candles) Premium scented candles made from 100% plant-based wax, featuring IFRA-certified fragrance blends inspired by travel destinations (e.g., Tahiti, Maldives, Santorini, Lisbon, Porto). Available in standard (180g-220g, €11.99-€34.99) and large (337g-450g, €15.99-€56.99) sizes with up to 62 hours of burn time. Designed for individual consumers seeking ambient home fragrance.
- Duftstäbchen (Reed Diffusers) Reed diffuser sticks providing continuous fragrance for up to 10 weeks. Formulated with 0% alcohol to slow evaporation and extend scent longevity. Available in 100ml-150ml sizes at €13.99-€36.99. For individual consumers seeking low-maintenance ambient home scenting.
- Autodüfte (Car Fragrances) Compact car air fresheners using a 9g polymer core element for vehicle interior scenting. Multiple fragrance options with refill availability at €9 per refill. For individual consumers wanting portable in-car fragrance.
- Eau de Parfum (CLUB NOÉ) Personal perfumes sold under the CLUB NOÉ sub-brand in 50ml bottles at €29.99-€69.99, featuring sophisticated scent profiles (e.g., Peach, Cherry). For individual consumers seeking premium personal fragrance.
- Powdered Soaps Powdered soap products for home use, extending the fragrance portfolio beyond candles and diffusers into personal/household care items.
- Home Fragrance Gift Sets Curated bundles combining candles and diffusers (e.g., Tahiti Home Fragrance Set, Summer Escapes Set, Azulejo Dreams Set), priced €23.99-€133.97, offering savings versus individual purchases. Targeted at gifting occasions.
- Geschenkgutschein (Gift Vouchers) Digital and physical gift vouchers that allow recipients to choose their own fragrances, driving customer acquisition through gifting.
- Mix & Match Custom Sets Build-your-own fragrance set service allowing customers to create personalized combinations of their favorite candles and diffusers.
- Outlet Collection
Quantifiable outcome
- Candles provide up to 62 hours of burn time (large 410g candles)
- +2 more outcomes
Companies that use AVA & MAY
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
AVA & MAY technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
Feature4 records
AVA & MAY partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Werther's OriginalminorLimited brand collaboration creating the 'Ava&May x Werther's Original' collection featuring a Cozy Treat scented candle inspired by the classic confectionery brand. This cross-brand partnership targets gifting occasions and leverages nostalgic brand recognition.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
AVA & MAY competitors and assessment
Company assessmentRegional players
- Durance en Provence: France-based premium home fragrance brand selling candles, diffusers, and body care across European retail and DTC. Comparable to AVA & MAY on product mix and European premium positioning, with stronger France-centric distribution.
Direct peers
- Voluspa: Premium DTC and wholesale candle and home fragrance brand known for coconut wax blends and design-led packaging. Highly comparable to AVA & MAY on premium price points, plant-based formulation messaging, and destination-inspired scent storytelling.
- WoodWick: Premium scented candle brand (part of Newell Brands) sold via DTC and mass retail, known for wooden wicks and distinctive vessel design. Comparable to AVA & MAY on premium candle price points and gifting assortment, though distributed more broadly.
- Diptyque: Luxury home fragrance and personal perfume house known for scented candles, room sprays, and eaux de toilette. Comparable to AVA & MAY on premium candles, fine fragrance crossover (relevant to CLUB NOÉ), and lifestyle brand storytelling, but at a higher luxury price tier.
- The White Company: UK-based premium lifestyle brand with a large candles, diffusers, and home fragrance portfolio sold via DTC and physical stores. Comparable to AVA & MAY on premium home fragrance positioning, multi-category brand extension, and gifting-led assortment, though established in the UK rather than Germany.
- Byredo: Swedish-founded luxury fragrance house offering perfumes and a growing home fragrance line including candles. Comparable to AVA & MAY on shared Swedish design roots, premium positioning, and DTC + selective retail model.
- Yankee Candle: One of the largest premium scented candle brands globally, offering candles, car fragrances and home fragrance accessories through DTC and retail. Directly comparable to AVA & MAY on core product category (scented candles), D2C plus omnichannel model, and gift-set positioning, though at significantly larger scale.
- NEST Fragrances: Premium home fragrance brand selling candles, diffusers, and personal care under its own label and as a licensee for luxury fashion brands. Closely comparable to AVA & MAY on premium candle positioning, brand-licensing collaborations, and DTC-led growth model.
Broad incumbents
- Bath & Body Works: Large multi-category personal care and home fragrance retailer with candles, diffusers, soaps, and gift sets sold across DTC and thousands of retail stores. Overlaps with AVA & MAY on product mix, gifting seasonality, and loyalty programs, but operates at materially larger scale and with physical retail.
- Jo Malone London: Global luxury fragrance brand offering colognes, candles, bath and home scents across DTC and department stores. Relevant to AVA & MAY as a benchmark for scaling a candle brand into personal fine fragrance, mirroring the CLUB NOÉ strategy at global scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
AVA & MAY social profiles
Digital presenceAVA & MAY financial estimates
Financial estimateRevenue estimate
Valuation estimate
AVA & MAY leadership team
Management profileNumber of profiles
Profiles3 records
AVA & MAY funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AVA & MAY M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AVA & MAY
What does AVA & MAY do?
AVA & MAY designs, manufactures, and sells premium home fragrance products — scented candles (100% plant-based wax), alcohol-free reed diffusers, car scents, eau de parfum, and powdered soaps — produced in its own factory in Sweden with IFRA-certified fragrances inspired by global travel destinations. The company sells directly to consumers through its own Shopify-based online store at ava-may.de, with a primary market in Germany and limited international shipping.
Is AVA & MAY a public or private company?
AVA & MAY is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AVA & MAY founded?
AVA & MAY was founded in 2018. It employs 101 to 250 people.
Where is AVA & MAY based?
AVA & MAY is headquartered in Berlin, Germany, in the Europe region.
How does AVA & MAY make money?
Three revenue lines are on record. Direct E-commerce Retail is the primary driver. The others are VIP Loyalty Program and gift Vouchers.
Who are AVA & MAY's main competitors?
Durance en Provence is listed as a regional player. Direct peers are Voluspa, WoodWick, Diptyque, The White Company, Byredo, Yankee Candle and NEST Fragrances. Broad incumbents are Bath & Body Works and Jo Malone London.
Does AVA & MAY have an API?
No public API is recorded for AVA & MAY.
What industry is AVA & MAY in?
AVA & MAY's product category is Home Fragrance Products. Its primary akta.pro industry code is CRABADAE, Home Fragrance (Candles, Diffusers, Room Sprays), with a secondary code of CRAJAEAD, Scented Candles & Wax Melts (Home Fragrance). Its NAICS code is 456120 and its SIC code is 2844.