Fragrance and Style GmbH

What Fragrance and Style GmbH does

Fragrance and Style GmbH is a Leipzig-based B2B wholesale distributor of scented candles and room fragrance products operating under the FNS Shop brand (fnsshop.de) since 2016. The company functions as an exclusive distribution partner for leading candle manufacturers serving German-speaking retail and wholesale customers. Its product portfolio spans own-brand collections (Purple River, Candle Brothers, Mad Candle, Woodbridge, Aroma Dream, Scentsicles) and a substantial portfolio of licensed character and lifestyle fragrances including Harry Potter (Warner Bros.), Barbie (Mattel), Haribo, Maoam, Minions (Illumination), Peanuts, Frida Kahlo, and Laura Ashley. The Laura Ashley line is manufactured by FNS itself under license.

The catalog covers scented candles in formats from 50g to 623g, reed diffusers (100ml), room sprays, scented wax (Duftwachs), catalytic fragrance lamps, and electric aroma diffusers. Materials include soy wax, refined paraffin, natural wax blends, and cotton wicks. The retail-facing storefront (fnsshop.de) runs on the JTL-Shop platform via the admorris Pro template, supports EUR and USD currencies, and gates wholesale pricing behind dealer registration and login.

The business model is a gated B2B wholesale channel: pricing is not publicly disclosed, customers must register to view wholesale rates, and revenue is generated through one-time purchase transactions to retail dealers. There is no disclosed external funding, no parent company, no management team bios, no M&A history, and no disclosed revenue, leaving the company's financial scale, customer concentration, and growth metrics effectively opaque from the outside.

Name

Fragrance and Style GmbH

Legal name

Fragrance and Style GmbH

Website

https://fnsshop.de

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Fragrance and Style GmbH is a Leipzig-based B2B wholesale distributor of scented candles and room fragrances, operating the FNS Shop dealer platform and serving as exclusive distribution partner for licensed brands including Harry Potter, Barbie, Haribo, and Laura Ashley in German-speaking markets.

Ownership category

akta.pro rank

Product category

Home Fragrance / Scented Candles

NAICS

Furniture Merchant Wholesalers (42321)

SIC

Wholesale-Furniture & Home Furnishings (5020)

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

• Scented candles wholesale
• Home fragrance distribution
• Licensed candle brands
• Reed diffuser products
• Aroma diffuser accessories

Headquarters

HQ city

Leipzig

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Distribution of Scented Candles: B2B wholesale distribution of scented candles and room fragrances to retailers. Operates as exclusive distribution partner for leading manufacturers. Products sold include own-brand and licensed brand candles under brands like Harry Potter, Barbie, Haribo, Laura Ashley, Peanuts, Minions, and others.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Fragrance and Style GmbH operates a B2B wholesale dealer shop (fnsshop.de) for scented candles and room fragrances, serving as an exclusive distribution partner for leading manufacturers in the Home Fragrance sector. The company distributes a portfolio of own-brand collections (Purple River, Candle Brothers, Mad Candle, Woodbridge, Aroma Dream, Scentsicles) and licensed branded collections (Harry Potter, Barbie, Haribo, Maoam, Laura Ashley, Minions, Peanuts, Frida Kahlo) in formats including scented candles, reed diffusers, room sprays, scented wax, and aroma diffusers. Wholesale pricing is gated behind dealer registration and login.

Product overview

Fragrance and Style GmbH operates FNS Shop (fnsshop.de), a B2B and retail dealer shop for scented candles and room fragrances established in 2016. The company distributes a portfolio of branded and licensed fragrance products through exclusive distribution partnerships with leading manufacturers. The product range centers on scented candles (Duftkerzen) in various formats including glass jars (50g to 623g), message candles (Spruchkerzen), and tea lights, complemented by room fragrances such as reed diffusers, room sprays, scented wax (Duftwachs), and aroma diffusers. The portfolio includes owned brands (Purple River, Candle Brothers, Mad Candle, Aroma Dream, Woodbridge, Scentsicles) and licensed character collections (Harry Potter™, Barbie™, Haribo, Maoam, Minions, Peanuts, Frida Kahlo, Laura Ashley). The company positions itself as a professional partner in the Home Fragrance market, serving consumers, hobbyists, and professionals with both mass-market and premium specialty products.

Differentiator

Problem solved

Functional benefit

Products and services

• Purple River Scented Candles Premium scented candle collection in soy wax and paraffin offered in sizes from 113g to 623g, including the Unique Collection, Animal Edition, and Wooden Wick lines with seasonal and year-round fragrances.
• Harry Potter™ Branded Candles Licensed scented candles featuring Harry Potter characters and themes, including Barrel collection (90g), Cup collection, Special's, reed diffusers in Hogwarts house variants, and Advent calendars.
• Candle Brothers Candles Multi-layer and large glass scented candles (510g) including the CBD line, Limited editions, gift sets, and premium fragrance combinations with extended burn times up to 100 hours.
• Mad Candle Candles Scented candles featuring inspirational and humorous message designs (Spruchkerzen, 360g) as well as Enjoy Life (400g) and Odor Stop (350g) collections with natural wax blends.
• Laura Ashley Fragrance Collection Luxury home fragrance line including scented candles (200g, 400g), reed diffusers, room sprays, fragrance oils, scent pendants, and scent flowers in classic Laura Ashley patterns. Manufactured by Fragrance and Style GmbH under license.
• Aroma Dream Diffusers Aroma diffusers and air fresheners in various designs (Aruba, Chile, Ecuador, Sala, Venezuela, Elegance, Calm, Classic, Peru, Inspire) made from plastic, distributed under WEEE compliance.
• Woodbridge Candle Collection Comprehensive fragrance line including large glass candles (310g, 565g, 623g), Signature Collection, 3-wick tins (470g), essential oils, catalytic lamps, diffuser glasses, and refill bottles.
• Frida Kahlo Collection Art-inspired scented candles and reed diffusers featuring Frida Kahlo imagery, available in large glass (400g) and small glass (180g) formats with signature floral fragrances.
• Haribo Branded Candles Candy-themed scented candles including advent calendars, tea lights, and gift sets featuring Haribo gummy bear branding and fruity scents in sizes 85g, 135g, and 300g.
• Maoam Branded Candles Licensed scented candles (70g, 200g) featuring Maoam candy branding in various fruity flavors (Dizzy Lemon, Crazy Strawberry, Fancy Orange, Jumpy Apple, Sunny Raspberry), available as singles and display sets.
• Minions Branded Candles Licensed Minions-themed scented candles and accessories including mug candles (200g), large glass (510g), advent calendars, and special edition designs featuring Minion characters Dave, Stuart, and Bob.
• Peanuts Branded Candles Licensed Peanuts character-themed scented candles (250g) featuring Snoopy and friends designs with floral and fresh fragrance directions.
• Barbie™ Branded Candles Licensed Barbie-themed scented candles and accessories (110g, 400g) including advent calendars, Dreamhouse-inspired designs, and gift sets.
• Scentsicles Scented Products Scented pod/ornament system with fragrance lamps and room sprays, featuring innovative hanging scent technology.
• Fragrance Lamps and Burners (Duftlampen & Duftstövchen) Catalytic lamps, electric lamps, and lamp accessories for heating scented wax and fragrance oils, including models like Pearl Floral, Black & Silver, and Sunset night light variants.
• Scented Wax (Duftwachs) Individual scented wax pieces (50g) for use in aroma burners and fragrance lamps, available in various seasonal and year-round fragrances from Purple River and other brands.
• Reed Diffusers Rattan reed diffusers in 100ml format for continuous room fragrance, available from Harry Potter, Laura Ashley, Purple River, and Woodbridge collections.
• Room Spray (Raumspray) Room sprays in 100ml bottles providing instant room fragrance, including Laura Ashley, Woodbridge, and Scentsicles branded options.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core.

• Purple RivercoreChannel Partner/ Reseller/ DistributorExclusive distribution partner for Purple River brand scented candles in soy wax and paraffin, available in sizes from 113g to 623g, including Unique Collection and Animal Edition.
• Candle BrotherscoreChannel Partner/ Reseller/ DistributorExclusive distribution partner for Candle Brothers brand including 3-Layer collection (510g), large glass candles (510g), Limited editions, and CBD line (350g).
• Woodbridge CandlecoreChannel Partner/ Reseller/ DistributorExclusive distribution partner for Woodbridge brand including Signature Collection, 3-wick tins (470g), large glass candles, scented wax, essential oils, fragrance lamps, and diffuser refill bottles.
• Mad CandlecoreChannel Partner/ Reseller/ DistributorExclusive distribution partner for Mad Candle brand including Enjoy Life collection (400g), Odor Stop line (350g), and Spruchkerzen (message candles, 360g) with motivational German text.
• Aroma DreamcoreChannel Partner/ Reseller/ DistributorExclusive distribution partner for Aroma Dream aroma diffusers including Aruba, Chile, Ecuador, Sala, Venezuela, Elegance, Calm, Classic, Peru, and Inspire models.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Bolsius: One of Europe's largest candle manufacturers and home-fragrance producers with broad retail distribution across DACH. Highly comparable to Fragrance and Style's own-brand strategy (Purple River, Candle Brothers, Woodbridge) and competing for the same shelf space with retailers.
• Yankee Candle (Newell Brands): Iconic US-based home-fragrance brand with broad retail distribution worldwide, competing for the same consumers and retailer relationships. Its licensed collaborations (e.g., movie franchises) and advent-calendar products directly compete with FNS's Harry Potter/Minions offerings.
• Rituals Cosmetics: Dutch premium home-fragrance and personal-care brand with wide European retail and own-store presence. Comparable premium positioning to FNS's Laura Ashley and Purple River collections, and an aspirational reference point for own-brand development.

Direct peers

• IBQ Beteiligungs GmbH (Scented Candles / Kerzen): German candle maker and home-fragrance producer with multi-brand distribution. Comparable own-brand portfolio and DACH retail footprint to FNS's Purple River, Candle Brothers, and Woodbridge lines.
• WoodWick (Yankee Candle / Newell Brands): Premium candle brand specializing in wooden wick and large-format glass candles, directly overlapping with FNS's Woodbridge, Purple River, and Candle Brothers 3-layer product lines.
• Bridgewater Candle Company: US-based home-fragrance brand with deep jar-candle and gift-set assortment and strong B2B/wholesale distribution. Directly comparable in format (jar candles, reed diffusers, room sprays), pricing tier, and licensed-collaboration model to FNS's portfolio.
• PartyLite: Global home-fragrance and scented candle brand selling through party-plan and direct-sales channels. Comparable product portfolio (candles, diffusers, room sprays) and overlaps with the mid-tier candle positioning (Candle Brothers, Mad Candle).
• Scentsy: Direct-to-consumer home fragrance brand offering scented candles, wax melts, and diffusers. Comparable product mix to FNS's Duftkerzen, Duftwachs, and reed-diffuser categories, and a similarly broad portfolio of branded and licensed collections.
• Mrs. E (Ein gutes Stück Heimat): German home-fragrance brand producing soy and rapeseed wax candles with B2B retail distribution. Comparable natural-wax positioning to FNS's Purple River Soy wax and Mad Candle Enjoy Life lines.

Regional players

• WENKO-Wenselaar: German home-accessories and bathroom brand with broad retail distribution across DACH, including candle and aroma-diffuser lines. Comparable to FNS's Aroma Dream diffuser and accessory products and competes for the same German retail buyer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks1 record

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/fragrance-and-style-gmbh

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 Fragrance and Style GmbH