Field Day
Field Day is a Northern Ireland-based artisan home fragrance brand that hand-pours and sells vegetable wax candles, diffusers, wax melts, and lifestyle goods directly to consumers worldwide via Shopify, with supplemental wholesale, corporate gifting, and hotel collections.
- Company typePrivate
- Founded2003
- HeadquartersBallygowan, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Field Day does
Field Day (legal name FieldDay Ireland) is a privately held boutique home fragrance brand founded in 2003 and headquartered in Newtownards, Northern Ireland, operating with 1-10 employees. The company designs, hand-pours, and sells artisan candles, reed diffusers, wax melts, room sprays, incense cones, hand care products, and fresheners, with candles built on a 100% vegetable wax formulation and finished with plantable seed lids that allow customers to grow wildflowers from the packaging. The product range is organized into the Classic Collection (six signature fragrances) and the Folk Collection (six folk-inspired tin candles), supported by a FieldStore lifestyle line covering greeting cards, paper goods, home goods, seeds, edibles, and apparel.
Field Day monetizes through direct-to-consumer e-commerce on a Shopify storefront with worldwide shipping and free local pickup from HQ, plus three additional revenue streams: wholesale distribution through stockists, a corporate gifting program for bulk B2B orders, and a dedicated Hotel Collection for hospitality venues. Pricing is unit-based with products ranging from $4 for mini greeting cards to $25 for folk tin candles, and free shipping is offered over £50/€75. The brand is supported by a content-driven marketing strategy centered on a quarterly Field Notes newsletter, organic Instagram presence, and an Irish heritage and sustainability narrative, with a stated charitable partnership with Ulster Wildlife and a Feefo Gold Trusted Service Award as external credibility markers.
Field Day firmographics
Firmographics- Name
- Field Day
- Legal name
- FieldDay Ireland
- Website
- https://fielddayireland.ie
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Field Day is a Northern Ireland-based artisan home fragrance brand that hand-pours and sells vegetable wax candles, diffusers, wax melts, and lifestyle goods directly to consumers worldwide via Shopify, with supplemental wholesale, corporate gifting, and hotel collections.
- Ownership category
- akta.pro rank
Field Day industry classification
Industry- Product category
- Home Fragrance
- NAICS
- Gift, Novelty, and Souvenir Retailers (459420), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Perfumes, Cosmetics & Other Toilet Preparations (2844), Retail-Miscellaneous Shopping Goods Stores (5940)
- akta.pro primary industry
- Scented Candles & Wax Melts (Home Fragrance) (CRAJAEAD)
- akta.pro secondary industries
- Reed Diffusers & Passive Diffusion Fragrance (CRAJAEAE), Candles, Home Fragrance & Diffusers Retail (CRAIACAC), Home Fragrance, Candles & Small Giftables Retail (CRALAJAN)
Keywords
Where Field Day is headquartered
LocationHeadquarters
- HQ city
- Ballygowan
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Field Day business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Product Sales: Direct sales of candles, diffusers, wax melts, hand care, room sprays, incense, and accessories through their e-commerce platform. Products are sold as individual items and in curated gift boxes and bundles.
- Gift Cards: Digital gift cards sold through the website, allowing customers to purchase Field Day products as gifts
- Curated Boxes and Bundles: Pre-curated gift boxes and product bundles offering multiple items together, including collaborations with other brands
- Wholesale: Wholesale distribution through stockists, allowing retailers to carry Field Day products
- Corporate Gifting: B2B corporate gifting services for businesses looking to purchase products in bulk for gifts or events
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Folk Tin Candle - $25.00 |
| Unit Pricing | Pay-as-you-go | Greeting Cards - $4.00-$5.00 |
| Unit Pricing | Pay-as-you-go | Edibles - $9.00-$13.00 |
| Unit Pricing | Pay-as-you-go | Accessories - $14.00 |
| Unit Pricing | Pay-as-you-go | Gift Cards - Variable |
| Unit Pricing | Pay-as-you-go | Curated Boxes - Variable |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Field Day product offering
Product offeringCore offering
Field Day designs, hand-pours, and sells 100% vegetable wax candles, reed diffusers, wax melts, room sprays, incense cones, hand care, and related home fragrance products under its Classic and Folk collections. Products are sold through its own Shopify e-commerce storefront with worldwide shipping, supplemented by wholesale distribution and a corporate gifting program. Supporting lifestyle offerings include greeting cards, paper goods, edible products, and curated gift boxes.
Product overview
Field Day is an Irish home fragrance and lifestyle brand offering a diversified product portfolio centered around scented candles and home scenting products. The core offerings include the Classic Collection (six signature fragrances available in multiple formats) and the Folk Collection (six folk-inspired tin candles celebrating Irish heritage). Supporting product lines include diffusers, wax melts, hand care, room sprays, incense cones, and fresheners. The company also operates FieldStore, a lifestyle sub-brand selling greeting cards, paper goods, home décor, seeds, edible products, and apparel. Additional offerings include Curated Boxes (gift box sets), Collaborations (partner products), Bundles, Gift Cards, and a Hotel Collection for hospitality venues. All candles are made from 100% vegetable wax with plantable seed lids, emphasizing sustainability.
Differentiator
Problem solved
Functional benefit
Brands
- Classic Collection: Six best-loved fragrances inspired by fields, available in multiple formats including Linen, Native Rose, Sea, Home, Garden, and Hay scents.
- Folk Collection
- FieldStore
- Field Notes
- Hotel Collection
Products and services
- Classic Collection Collection of six signature Field Day fragrances (Linen, Native Rose, Sea, Home, Garden, Hay) sold in multiple formats (candles, diffusers, room sprays, etc.) for home use and gifting.
- Folk Collection Collection of six folk-inspired tin candles (Wander, Peat, Rain, Forage, Kin, Belong) celebrating Irish heritage and the wild landscape, priced at $25 per tin.
- Candles Hand-poured candles made from 100% vegetable wax, available in various sizes and styles across the Classic and Folk ranges.
- Diffusers Reed diffusers for continuous, flame-free home fragrance.
- Wax Melts Scented wax melts made from factory wax waste in zero-waste packaging, included free with every order.
- Hand Care Hand wash products for personal care and gifting.
- Fresheners Scented air fresheners for home fragrance.
- Incense Cones Incense cone products for home scenting.
- Room Spray Sprayable room fresheners for instant home fragrance.
- Refills Refill products for candles and diffusers, designed to reduce packaging waste.
- FieldStore Lifestyle and home goods collection including greeting cards, paper goods, home décor, garden seeds, edible products, and apparel.
- Curated Boxes Pre-selected gift boxes containing complementary Field Day products for gifting occasions.
- Bundles Product bundles offering value on multiple Field Day items purchased together.
- Gift Cards Digital gift cards for purchasing Field Day products, available in variable amounts.
- Hotel Collection Bespoke scenting products designed for hospitality venues including hotels.
- Collaborations Co-branded or collaborative products created with partner brands.
Companies that use Field Day
Customer profileSegments3 records
Ideal customer profiles3 records
Field Day technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Field Day partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Ulster WildlifeminorField Day is a proud supporter of Ulster Wildlife, a conservation organization. This is a charitable/support relationship where Field Day aligns their sustainability brand with wildlife conservation efforts in Northern Ireland.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Field Day competitors and assessment
Company assessmentBroad incumbents
- Yankee Candle: Largest branded candle manufacturer in the US, with extensive wholesale and DTC distribution. Competes on the candle category broadly though at a different price and craftsmanship tier; relevant for retail buyer attention and shelf competition.
- Byredo: Swedish luxury house offering candles, diffusers, and personal fragrance. Competes for the premium, design-conscious home fragrance buyer and the gifting channel, though at meaningfully higher price points and global scale.
- Jo Malone London: Global prestige fragrance and home scent brand (Estée Lauder Companies) with a major candle and diffuser business. Overlaps in premium home fragrance and corporate gifting uses, with vastly greater retail and international scale.
- Diptyque: Paris-based luxury fragrance house offering candles, diffusers, and personal fragrance. Overlaps in the premium candle and home scenting category and competes for the high-end gift buyer, but operates at much larger scale and price points.
Direct peers
- Voluspa: California-based candle and home fragrance brand with coconut/soy wax blends, distinctive packaging, and a strong gifting and wholesale presence. Comparable in product range, premium positioning, and decorative packaging approach.
- St. Eval: Cornwall, UK-based candle and home fragrance manufacturer with a multi-decade heritage producing hand-poured candles and diffusers. Comparable product mix (candles, diffusers, wax melts), sustainability stories, and wholesale-plus-DTC distribution.
- Wax Lyrical: One of the UK's largest candle manufacturers, producing candles, diffusers, and reed diffusers for home fragrance. Competes directly on product category, with a stronger national wholesale footprint and similar gifting-driven SKU set.
- Paddywax: US-based artisanal candle and home fragrance brand producing hand-poured candles, diffusers, and bath products. Direct competitor on sustainability/eco storytelling, tin candle format, and mixed DTC/wholesale distribution.
- Other Beech: Northern Ireland-based home fragrance and lifestyle brand offering candles, diffusers, and bath products. A direct competitor in the artisanal candle space with overlapping Irish heritage positioning and similar DTC e-commerce model.
Emerging players
- Boy Smells: Los Angeles-based candle and fragrance brand with a strong design-led identity and premium pricing. Competes for the same design-conscious home fragrance buyer and is rapidly expanding into adjacent categories like body care and fine fragrance.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
Field Day social profiles
Digital presenceField Day financial estimates
Financial estimateRevenue estimate
Valuation estimate
Field Day leadership team
Management profileNumber of profiles
Field Day funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Field Day 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 Field Day
What does Field Day do?
Field Day designs, hand-pours, and sells 100% vegetable wax candles, reed diffusers, wax melts, room sprays, incense cones, hand care, and related home fragrance products under its Classic and Folk collections. Products are sold through its own Shopify e-commerce storefront with worldwide shipping, supplemented by wholesale distribution and a corporate gifting program. Supporting lifestyle offerings include greeting cards, paper goods, edible products, and curated gift boxes.
Is Field Day a public or private company?
Field Day is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Field Day founded?
Field Day was founded in 2003. It employs 1 to 10 people.
Where is Field Day based?
Field Day is headquartered in Ballygowan, United Kingdom, in the Europe region.
How does Field Day make money?
Five revenue lines are on record. Product Sales are the primary driver. The others are gift Cards, curated Boxes and Bundles, wholesale and corporate Gifting.
Who are Field Day's main competitors?
Broad incumbents on record are Yankee Candle, Byredo, Jo Malone London and Diptyque. Direct peers are Voluspa, St. Eval, Wax Lyrical, Paddywax and Other Beech. Boy Smells is listed as an emerging player.
Does Field Day have an API?
No public API is recorded for Field Day.
What industry is Field Day in?
Field Day's product category is Home Fragrance. Its primary akta.pro industry code is CRAJAEAD, Scented Candles & Wax Melts (Home Fragrance), with a secondary code of CRAJAEAE, Reed Diffusers & Passive Diffusion Fragrance. Its NAICS code is 459420 and its SIC code is 5700.