Name

Yankee Candle

Legal name

The Yankee Candle Company, Inc.

Website

https://yankeecandle.co.uk

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

5,001–10,000 employees

Ownership category

akta.pro rank

Product category

Scented Candles and Home Fragrance

NAICS

Gift, Novelty, and Souvenir Retailers (459420), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Scented Candles & Wax Melts (Home Fragrance) (CRAJAEAD)

akta.pro secondary industries

Candles, Home Fragrance & Diffusers Retail (CRAIACAC), Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI), Seasonal, Holiday & Party Home Décor Retail (CRAIACAD)

Keywords

• Scented candles
• Home fragrance products
• Wax melts
• Reed diffusers
• Candle accessories

Headquarters

HQ city

South Deerfield

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Candle and Home Fragrance Product Sales: Core revenue from selling scented candles, wax melts, reed diffusers, ultrasonic diffusers, plug-in air fresheners, car fragrances, and candle holders through direct e-commerce and retail channels
2. Fragrance Family Rewards Loyalty Program: Points-based loyalty program where members earn points on purchases (10 points per £1 for Fragrance Fan tier, 12.5 points for Fragrance Lover tier) redeemable for Fragrance Credit
3. Personalization Charges: Additional charges for personalized candles with custom photos and messages (£1 personalization fee)

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Yankee Candle designs, manufactures, and sells scented candles and home fragrance products across more than 600 SKUs, including iconic Original Large Jar Candles, Signature jar candles, Studio Collection, Wax Melts, Reed Diffusers, Ultrasonic Diffusers, ScentPlug plug-in diffusers, Car Fragrance products (Car Jar and Car Vent Sticks), candle holders, wax melt burners, and personalized candles. The company sells directly to consumers through its owned e-commerce sites across the UK, Germany, France, Italy, Ireland, and the United States, physical retail stores, Amazon marketplace, and trade/wholesale accounts for retailers.

Product overview

Yankee Candle is a comprehensive home fragrance company offering over 600 products across multiple categories. The portfolio is organized into three main product lines: Original (iconic large jar candles with up to 150 hours burn time), Signature (premium jars with enhanced wax blend and modernized design), and Studio Collection (curated fragrances). Beyond candles, the company provides flame-free alternatives including reed diffusers, ultrasonic diffusers, and ScentPlug plug-in diffusers, along with wax melts and wax melt burners for continuous fragrance. Car fragrance products (Car Jar, Car Vent Sticks) extend the brand beyond the home. The offering includes personalized candle options for gifting, bundled candle sets offering savings up to 20%, and a premium YC Collection launched in late 2025 featuring perfumer-crafted fragrances priced at $32-$45. A loyalty programme (Fragrance Family Rewards) spans the brands under Newell Brands' portfolio: Yankee Candle, WoodWick, and Chesapeake Bay.

Differentiator

Problem solved

Functional benefit

Brands

• WoodWick®: Home fragrance brand offering woodwick candles and products, sharing one online basket with Yankee Candle
• Chesapeake Bay Candle®

Products and services

• Original Large Jar Candles Iconic jar candles providing up to 150 hours of soothing fragrance, made with premium-grade paraffin wax and natural-fibre wicks. The classic glass apothecary jar serves as both a decorative piece and functional candle vessel.
• Signature Jar Candles Premium scented candles in large, medium, and small jar formats featuring enhanced wax blend and modernized design. Designed as decorative pieces that provide long-lasting, rich fragrances for any room.
• Studio Collection Candles Curated collection of candles with distinctive fragrances, available in various sizes for a refined home fragrance experience.
• Wax Melts Small scented wax pieces designed to melt slowly in a wax melt burner, filling spaces with continuous fragrance over time. Available in various fragrance families including Clean Cotton, Fresh Cut Roses, and Midnight Jasmine.
• Wax Melt Burners Electric and traditional burners designed to melt wax melts safely, releasing fragrance into the home. Includes Kensington Wax Burner and other decorative designs.
• Reed Diffusers Flame-free fragrance option where reeds soak up fragrant oils and release scent throughout the home. Available in Signature and standard versions with refill options.
• Ultrasonic Diffusers Electronic diffusers using ultrasonic technology to disperse fragrance as a fine mist into the air. Starter kits include UK plug and aroma diffuser oils.
• ScentPlug Plug-in Diffusers Electrical plug-in diffusers providing consistent fragrance throughout the home with replaceable refills. Part of the ScentPlug collection for always-on fragrance.
• Car Fragrance Products Car air fresheners including Car Jar, Car Jar Ultimate, and Car Vent Sticks designed to freshen vehicle interiors with favorite Yankee Candle fragrances.
• Personalised Candles Customizable Original Large Jar Candles allowing customers to add personal photos and heartfelt messages. Available exclusively online as unique gift options for birthdays, weddings, and special occasions.
• Candle Sets & Bundles Curated gift sets combining candles with reed diffusers or multiple candle sizes. Includes themed collections like Fruity Burst, Floral Dreams, and Everyday Fresh, offering savings up to 20%.
• Gift Sets Pre-packaged gift collections including advent calendars, mood maker sets, and tea light tree gift sets designed for gifting occasions.
• Diffuser Oils & Refills Replacement fragrance oils for reed diffusers and ultrasonic diffusers, available in Signature and standard formulations for continuous fragrance delivery.
• YC Collection Premium home fragrance line featuring seven distinct fragrances in three formats priced between $32 and $45, crafted in collaboration with world-renowned perfumers.
• Fragrance Family Rewards Points-based rewards programme for Yankee Candle, WoodWick, and Chesapeake Bay purchases. Members earn points (10 per £1 as Fan, 12.5 as Lover), receive birthday rewards, early sale access, and free shipping thresholds.
• Candle Holders Candle holders and accessories designed to complement and display Yankee Candle candles.

Quantifiable outcome

• Category page add to carts increased by 3% through simplified filter optimization
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability1 record

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• UPScoreOthersUPS serves as the trusted delivery partner for Yankee Candle e-commerce orders, offering 2-4 business day delivery, re-routing options, and delivery to UPS Access Points
• Student BeansminorGTM or Marketing PartnerStudent Beans partnership provides 20% student and graduate discount to drive student segment acquisition
• Newell BrandscoreStrategic or Co-development PartnerYankee Candle is a subsidiary of Newell Brands (NASDAQ: NWL); Newell Brands manages the 2025 brand modernization efforts including store refreshes, YC Collection premium launch, and retail strategy
• PayPalcoreChannel Partner/ Reseller/ DistributorPayPal Pay in 3 interest-free payment option offered at checkout for qualifying purchases
• KlarnacoreChannel Partner/ Reseller/ DistributorKlarna Pay in 3 interest-free payment option offered at checkout for qualifying purchases
• CJ AffiliateminorGTM or Marketing PartnerAffiliate marketing partnership program for publishers to refer customers to Yankee Candle

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Diptyque: Diptyque is a luxury Parisian home fragrance brand best known for its scented candles and diffusers, sold through own boutiques and department stores. Comparable to the YC Collection on premium positioning, perfumer-crafted fragrances, and gifting-led retail experience.
• Scentsy: Scentsy is a direct-to-consumer scented wax and warmer brand using a consultant-based MLM model, with wax melts as a flagship category. Highly comparable to Yankee Candle's wax melts, warmers, and home fragrance positioning, and competing directly for the same gifting and home-ambiance customer.
• Jo Malone London: Jo Malone London is a global prestige fragrance brand offering luxury scented candles and home fragrance, owned by Estée Lauder. Direct peer to Yankee Candle's premium YC Collection positioning, competing for the same gifting and home-ambiance occasions at the upper price tier.
• Bath & Body Works: Bath & Body Works is one of the largest specialty retailers of scented candles, home fragrance, and personal care products in North America, with a multi-channel model (own stores, e-commerce, wholesale). Directly comparable to Yankee Candle on candle/fragrance category leadership, gifting positioning, and seasonal collections.
• NEST Fragrances: NEST Fragrances is a premium home fragrance and scented candle brand sold through specialty retail and DTC. Comparable to Yankee Candle on perfumer-crafted candles, gifting collections, and premium positioning that competes for the same aspirational buyer.
• Voluspa: Voluspa is a premium scented candle brand known for coconut wax blends and decorative packaging, sold through DTC, specialty retail, and wholesale. Comparable on premium candle positioning, decorative giftability, and broad retail distribution overlapping Yankee Candle's channels.
• Chesapeake Bay Candle: Chesapeake Bay Candle is another sibling brand under Newell Brands sharing a single online basket with Yankee Candle, focused on nature-inspired scented candles and home fragrance. Direct portfolio overlap and joint loyalty program participation make it a tightly comparable direct peer.
• WoodWick: WoodWick is a sibling home fragrance brand under Newell Brands that shares a single online basket with Yankee Candle, specializing in woodwick candles. Highly comparable product portfolio (premium candles, home fragrance) and explicit portfolio co-selling make it the closest direct peer by both product and ownership.

Broad incumbents

• Mrs. Meyer's Clean Day: Mrs. Meyer's Clean Day (owned by SC Johnson) is a household cleaning and home fragrance brand offering candles, room sprays, and air fresheners across mass and grocery channels. Comparable on home fragrance product portfolio and broad retail distribution overlapping Yankee Candle at the mass/premium entry tier.

Emerging players

• Capri Blue: Capri Blue is an emerging premium home fragrance brand known for its signature Volcano candle and decorative glass vessels, scaled rapidly via DTC, Anthropologie, and Target. Comparable on premium scented candle and home fragrance offering, competing for the same lifestyle/gifting customer at accessible-luxury price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/YankeeCandleUK
• Instagraminstagram.com/yankeecandleuk
• TikToktiktok.com/@yankeecandleuk
• Xx.com/yankeecandleeu

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Yankee Candle