What Candles Scandinavia does

Candles Scandinavia AB is a Sweden-based white label manufacturer of 100% natural wax candles, scented reed diffusers, and room sprays, serving global B2B brand partners seeking sustainable, customizable home fragrance products. Founded in 2009 in Örebro by Viktor and Nina Garmiani, the company describes itself as the world's largest manufacturer of 100% natural, biodegradable candles, producing up to 96,000 candles and 56,000 reed diffusers daily from a single fully automated production facility.

The core technology platform is a fully integrated, automated production system that combines Scandinavian design traditions with advanced robotics, handling raw material handling through filling, packaging, and quality control in one continuous flow. The proprietary natural wax formulation is plant-based, biodegradable, vegan-certified, and free from paraffin, petroleum, and synthetic additives, using primarily locally sourced Swedish rapeseed oil. Capital investment in the system has reached millions of euros, creating significant barriers to entry through scale and automation intensity.

The business model is primarily B2B white label manufacturing on a quote-based pricing structure, with turnkey services from concept and formulation through packaging and delivery, yielding a 75% repurchase rate among the AVA&MAY customer base. In July 2025, the company completed two acquisitions — HashtagYou GmbH (SEK 250 million expected revenue, SEK 40-45 million expected EBITDA) and the Berlin-based AVA&MAY D2C brand — adding proprietary brand ownership and direct-to-consumer distribution to the B2B backbone. Disclosed group revenue is approximately SEK 500 million, with explicit targets to reach SEK 360 million in standalone revenue and 15-17% EBITDA margin by 2026/27, alongside sales representation across 15 countries. The company is unlisted but operates as a public limited company (publ) with warrants, investor relations infrastructure, and a founder-controlled ownership structure.

Name

Candles Scandinavia

Legal name

Candles Scandinavia AB

Website

https://candles.se

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Candles Scandinavia is a Sweden-based B2B white label manufacturer of 100% natural wax candles, reed diffusers, and room sprays serving global brands, with automated production capacity of 96,000 candles daily. The company also owns the AVA&MAY direct-to-consumer home fragrance brand acquired in July 2025.

Ownership category

akta.pro rank

Product category

Candle & Home Fragrance Manufacturing

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

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

akta.pro secondary industry

Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE)

Keywords

• White label candles
• Natural wax candles
• Reed diffusers manufacturing
• Private label fragrance
• Home fragrance production

Headquarters

HQ city

Örebro

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. White Label Manufacturing: Primary revenue stream from manufacturing high-quality, sustainable, and fully customizable fragrance solutions for brands worldwide. The company serves as a white label partner, handling the entire process from concept and formulation to packaging and delivery. Revenue totals approximately SEK 500 million with a 75 percent repurchase rate among AVA&MAY customer base.
2. Private Label Products: Sale of private label candles, scented diffusers, and eco-friendly home fragrance products manufactured under client brands. Following the acquisition of HashtagYou GmbH in July 2025, the company expects to add approximately SEK 250m in group revenue.
3. Consumer Brand Products (AVA&MAY): Revenue from the company's owned brand AVA&MAY, a premium lifestyle and home fragrance brand acquired in 2025. The brand operates through direct-to-consumer channels and has a strong online community.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Candles Scandinavia is a B2B white label manufacturer that produces 100% natural wax candles, reed diffusers, and room sprays from a fully automated facility in Örebro, Sweden. The company offers turnkey solutions covering concept, custom fragrance development, formulation, packaging, and delivery for global brands. It also operates the AVA&MAY direct-to-consumer home fragrance brand acquired in July 2025, distributing premium scented candles and fragrance sticks online.

Product overview

Candles Scandinavia is a white label manufacturer of natural wax candles, reed diffusers, and room sprays. The company operates as a single unified offering centered on its automated Swedish manufacturing facility in Örebro, producing up to 96,000 candles and 56,000 diffusers daily. The core product portfolio consists of natural wax candles (its primary product), reed diffusers, and room sprays, all made from 100% plant-based materials. In July 2025, the company expanded its brand portfolio through the acquisition of AVA&MAY, a German digital-native home fragrance brand, which now operates as a distinct sub-brand alongside its white label manufacturing services. The company offers comprehensive turnkey solutions including custom fragrance development, bespoke vessel design, and sustainable packaging.

Differentiator

Problem solved

Functional benefit

Brands

• AVA & MAY: Premium lifestyle and home fragrance brand founded in Berlin, known for wanderlust-inspired scents and strong online community. A digital-native brand targeting younger demographics.

Products and services

• Natural Wax Candles

Quantifiable outcome

• 30-40% longer burn time compared to paraffin-based wax
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• AVA & MAYcoreStrategic or Co-development Partner · 24 July 2025Acquired premium lifestyle and home fragrance brand AVA & MAY, founded in Berlin. Known as one of the most recognized digital-native home fragrance brands in Europe. The brand will continue to operate as a distinct and creative brand, now backed by Candles Scandinavia's manufacturing excellence and supply chain. Expected to strengthen direct-to-consumer expertise and brand portfolio.
• HashtagYou GmbHcoreStrategic or Co-development Partner · 1 July 2025Acquired German direct-to-consumer home fragrance company HashtagYou GmbH in July 2025 in a combined shares and cash deal. Expected to add approximately SEK 250m in group revenue and SEK 40-45m in EBITDA synergies. The acquisition enables proprietary brand portfolio expansion and value-chain integration, marking a shift from external suppliers to in-house manufacturing.
• Asian Component SuppliersminorOthersNetwork of suppliers in Asia including glass jar suppliers, plastic bottle manufacturers, nozzle and pump suppliers, custom packaging suppliers, reed stick and fibre stick suppliers. The Asia office identifies and works closely with top-rated suppliers to ensure quality, capacity, communication, and timely delivery.
• Öhrlings PricewaterhouseCoopers ABcoreOthersExternal auditor elected at the 2024 AGM until the end of the next AGM. David Hedlund is the chief accountant.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Candle Science: US-based private label and wholesale candle manufacturer offering custom fragrance development, container filling, and large-scale production for brand owners. Directly comparable B2B white label candle manufacturing model with similar turnkey service offering.
• The Flaming Candle: Private label candle manufacturer specializing in custom fragrance and large-batch production for brands and retailers. Closely comparable as a B2B white label candle manufacturer serving small and mid-sized brands.
• Bridgewater Candle Company: Private label candle manufacturer producing scented candles for retail, fundraisers, and corporate gifting. Comparable as a B2B candle manufacturer with similar customer profile of brands seeking custom fragrance production.
• Northern Lights Candles: UK-based candle manufacturer offering private label and bespoke fragrance services to European brands. Directly comparable as a European B2B candle manufacturer serving similar geographic markets.

Broad incumbents

• Yankee Candle: Largest branded candle company in North America, owned by Newell Brands, with extensive retail distribution. Comparable as a major home fragrance player with overlapping product category and scale, though operating as a branded retailer rather than white label manufacturer.
• Voluspa: Premium home fragrance brand offering candles and diffusers with coconut and natural wax blends. Comparable as a premium-positioned home fragrance brand competing in the same natural-wax category as AVA & MAY, with similar DTC distribution model.
• Diptyque: Luxury home fragrance brand owned by Manzanita Capital offering premium scented candles and diffusers. Comparable as a high-end home fragrance brand serving affluent consumers through DTC and selective retail, similar to the AVA & MAY positioning.
• Jo Malone London: Luxury home fragrance brand owned by Estée Lauder Companies with global retail presence. Comparable as a premium home fragrance brand in the same category as AVA & MAY, though operating at significantly larger scale and distribution.

Emerging players

• Rewined Candle: US-based DTC candle brand specializing in wine bottle-inspired candles sold through e-commerce and wholesale. Comparable as a digitally-native premium candle brand with similar target demographic and DTC distribution approach.
• Boy Smells: US-based DTC home fragrance brand offering candles and body products with a contemporary positioning. Comparable as a digitally-native premium candle brand targeting younger, design-conscious consumers similar to the AVA & MAY customer profile.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries2 records

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 Candles Scandinavia