Blyth
Blyth is a direct-to-consumer company, founded in 1976 and headquartered in Greenwich, Connecticut, that sells home fragrance and related products through direct selling and direct marketing channels.
- Company typePrivate
- Founded1976
- HeadquartersGreenwich, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Blyth does
Blyth is a for-profit, direct-to-consumer company that distributes products — historically anchored in the home fragrance category — through direct selling and direct marketing channels. Founded in 1976 and headquartered in Greenwich, Connecticut, the company operates a workforce in the 1,001–5,000 employee range and participates in the broader global home fragrance market, which was valued at USD 24.87 billion in 2024. The entity was previously listed on the New York Stock Exchange under the ticker BTH and is currently delisted; ownership, controlling shareholder, and post-delisting capital structure are not disclosed in the available source data.
The company's business model is built around direct selling and direct marketing rather than third-party retail, implying reliance on independent sales representatives, catalog/print marketing, and consumer-direct fulfillment rather than wholesale accounts. Specific pricing models, customer segments, marketing channels, and product-level details are not disclosed in the source data; the website (blyth.com) is active but yields only minimal public-facing content in the data set. A 2003 acquisition of Miles Kimball (catalog retailer, acquired for approximately $65 million) signaled historical M&A appetite for expanding direct-to-consumer catalog reach, and a $50 million funding round in March 2013 is the most recent dated capital event on record.
Strategic and operational visibility is limited: there are no documented post-2013 funding events, no recent acquisitions or partnerships, no published product launches, and no management roster beyond a CFO designation (Jane F. Casey). Revenue, profitability, headcount trend, geographic footprint, and detailed product mix are not available in the provided sources, leaving significant gaps for any investor-grade assessment of current scale, momentum, or competitive position.
Blyth firmographics
Firmographics- Name
- Blyth
- Website
- https://blyth.com
- Company type
- Private
- Founded year
- 1976
- Headcount range
- 1,001–5,000 employees
- Short description
- Blyth is a direct-to-consumer company, founded in 1976 and headquartered in Greenwich, Connecticut, that sells home fragrance and related products through direct selling and direct marketing channels.
- Ownership category
- akta.pro rank
Blyth industry classification
Industry- Product category
- Home Fragrance Products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE)
- akta.pro secondary industries
- Scented Candles & Wax Melts (Home Fragrance) (CRAJAEAD), Candles, Home Fragrance & Diffusers Retail (CRAIACAC)
Keywords
Where Blyth is headquartered
LocationHeadquarters
- HQ city
- Greenwich
- HQ country
- United States
- HQ region
- North America
Markets served
Blyth business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations
Blyth product offering
Product offeringCore offering
Blyth is a direct-to-consumer company that designs, produces, and sells home fragrance products, including candles and related home scent items. It distributes these products through direct selling and direct marketing channels, reaching end consumers without reliance on traditional third-party retail.
Differentiator
Problem solved
Functional benefit
Products and services
- Home fragrance products
Companies that use Blyth
Customer profileIdeal customer profiles1 record
Blyth technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Blyth partnerships and signals
Strategic signalScale indicators1 record
Recent moves3 records
Expansion highlights3 records
Blyth competitors and assessment
Company assessmentBroad incumbents
- Reckitt Benckiser (Air Wick): Reckitt's Air Wick brand competes directly in the home fragrance and air-care category through mass-market retail. It is a broad incumbent peer with overlapping candle, diffuser, and room-spray product lines.
- WoodWick (part of Yankee Candle / Newell Brands): WoodWick is a premium scented candle brand owned by Newell Brands and sold through specialty retail and direct-to-consumer channels. It is a broad incumbent peer with overlapping premium candle products targeting the same consumer segment as Blyth.
- Yankee Candle Company: Yankee Candle, owned by Newell Brands, is one of the largest manufacturers and retailers of scented candles in the United States. It is a broad incumbent peer serving the same home fragrance category as Blyth but through mass retail and owned retail channels rather than direct selling.
- Bath & Body Works: Bath & Body Works is a major specialty retailer of personal care, home fragrance, and scented candle products. It is comparable as a scaled incumbent with overlapping product offerings in the home fragrance and personal-care scent category.
- SC Johnson (Scented Candles / Glade): SC Johnson markets Glade scented candles and air care products through mass retail. It is comparable as a broad incumbent in the home fragrance and air-care category that Blyth competes within.
Others
- Crayola (candle / fragrance extensions): Crayola has licensed candle and home fragrance product lines sold through mass retail and specialty channels. It is included as an adjacent brand-extension example relevant to understanding how non-fragrance brands enter the home fragrance category Blyth competes in.
Emerging players
- NEST Fragrances: NEST Fragrances is a premium home fragrance and candle brand sold through specialty retail and direct-to-consumer channels. It is comparable as an emerging player in the same premium scented candle category where Blyth competes.
- Voluspa: Voluspa is a specialty scented candle and home fragrance brand sold through its own retail, wholesale, and direct-to-consumer channels. It is an emerging player with comparable premium candle positioning to Blyth's home fragrance offerings.
Direct peers
- PartyLite: PartyLite is a global direct seller of candles and home fragrance products through independent consultants. It is directly comparable because it operates in the same channel (direct selling) and the same product category (candles/home fragrance) that Blyth historically dominated and continues to operate within.
- Scentsy: Scentsy is a direct-selling company specializing in scented wax warmers, candles, and home fragrance products. It is the most directly comparable peer to Blyth given the shared direct-selling distribution model and home fragrance product category overlap.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
Blyth social profiles
Digital presenceBlyth financial estimates
Financial estimateRevenue estimate
Valuation estimate
Blyth leadership team
Management profileNumber of profiles
Profiles1 record
Blyth funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Blyth M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Blyth
What does Blyth do?
Blyth is a direct-to-consumer company that designs, produces, and sells home fragrance products, including candles and related home scent items. It distributes these products through direct selling and direct marketing channels, reaching end consumers without reliance on traditional third-party retail.
When was Blyth founded?
Blyth was founded in 1976. It employs 1,001 to 5,000 people.
Where is Blyth based?
Blyth is headquartered in Greenwich, United States, in the North America region.
Who are Blyth's main competitors?
Broad incumbents on record are Reckitt Benckiser (Air Wick), WoodWick (part of Yankee Candle / Newell Brands), Yankee Candle Company, Bath & Body Works and SC Johnson (Scented Candles / Glade). Crayola (candle / fragrance extensions) is listed as an others. Emerging players are NEST Fragrances and Voluspa. Direct peers are PartyLite and Scentsy.
Does Blyth have an API?
No public API is recorded for Blyth.
What industry is Blyth in?
Blyth'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.