cent.ldn

What cent.ldn does

cent.ldn is a London-based private e-commerce brand that designs and produces handcrafted scented candles positioned as luxury collectibles rather than conventional home fragrances. The company's product line centers on sculptural novelty candles shaped as objects such as boomboxes, basketballs, American football helmets, and cowboy hats, alongside neighborhood-themed fragrances such as Shoreditch and Brixton, priced between approximately $80 and $247 per unit. Products are made in London using 100% natural, vegan, and cruelty-free ingredients and are sold globally through the company's own Shopify storefront, with free UK shipping and paid international shipping.

The business model combines one-time product sales with a luxury, gift-able subscription box for recurring revenue and bespoke made-to-order candles for custom commissions. Distribution is predominantly direct-to-consumer, supplemented by wholesale placement at premium UK retailers including Selfridges, where cent.ldn is merchandised alongside LOEWE, Diptyque, and Le Labo. Marketing is anchored on earned media, a newsletter for exclusive drops, and high-profile collaborations — most notably an Elton John-inspired boot candle and an exclusive Toy Story x cent.ldn Woody Cowboy Hat candle — alongside a London Themed Collection co-created with an all-female London-based creative collective. Customer segments skew toward gift buyers for occasions such as housewarmings and holidays, and toward collectors who treat the candles as art objects.

Operationally, cent.ldn is a micro-company of 1–10 employees founded in 2020 and headquartered in Romford/London, UK, with manufacturing also based in London. The company is privately held with no disclosed institutional investors, funding rounds, revenue figures, or leadership team details in the available data, and operates without a mobile app, public API, or disclosed AI capabilities.

Name

cent.ldn

Legal name

centldn

Website

https://centldn.co.uk

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

cent.ldn is a London-based private e-commerce brand that designs and handcrafts luxury sculptural scented candles sold globally direct-to-consumer, via a subscription box, and through premium stockists such as Selfridges.

Ownership category

akta.pro rank

Product category

Luxury Home Fragrance / Candle Collectibles

NAICS

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 industry

Candles, Home Fragrance & Diffusers Retail (CRAIACAC)

Keywords

• Handcrafted luxury candles
• Scented candle collectibles
• Bespoke candle design
• Vegan home fragrance
• Novelty sculptural candles

Headquarters

HQ city

Romford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Product Sales: One-time purchase of handcrafted luxury candle collectibles. Products range from 300g to 2700g candles with prices from $80 to $247.
2. Subscription Boxes: Luxury candle subscription gifting option providing recurring revenue through regular deliveries of curated candle products.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

cent.ldn designs and handcrafts collectible luxury candles in London using 100% natural, vegan, and cruelty-free ingredients with no harmful paraffins. The product range includes novelty-shaped sculptural candles (boomboxes, basketballs, football helmets, fashion accessories), neighborhood-themed perfumed candles (Shoreditch, Brixton), olive-wax limited editions, bespoke custom candles, and a subscription gift box. Products are sold direct-to-consumer and through premium stockists such as Selfridges.

Product overview

cent.ldn is a London-based luxury candle company offering unique, handcrafted candle collectables. The product portfolio consists of specialty scented candles shaped as novelty objects (boomboxes, basketballs, football helmets, concept designs) and neighborhood-themed fragrances (Shoreditch, Brixton, No. Ten), available through direct purchase, a subscription service, and bespoke custom orders. Notable collaborations include Elton John-inspired designs and a Toy Story x cent.ldn exclusive collection. The company positions candles as luxury collectables rather than standard home fragrances.

Differentiator

Problem solved

Functional benefit

Products and services

• cent.ldn Luxury Candle Subscription Gift-able Box A subscription service offering exclusive candle drops and event invites for customers seeking ongoing access to limited-edition collectible candles; giftable packaging available for recurring monthly deliveries.
• No. Ten Limited-Edition Olive-Wax Scented Candle Limited-edition olive-wax scented candle weighing 1100g, priced at $193.00, made with natural waxes.
• cent.ldn RC M90 Boombox Candle Boombox-shaped collectible candle weighing 1900g, priced at $234.00, handcrafted in London as a sculptural novelty piece.
• Shoreditch Perfumed Candle London neighborhood-themed perfumed candle in a 300g size, priced at $80.00, part of the London Themed Collection.
• H.E.R Concept Candle Concept candle weighing 2600g, priced at $165.00, handcrafted as a sculptural cent.ldn design.
• cent.ldn Basketball 2.0 Candle Basketball-shaped collectible candle weighing 2700g, priced at $220.00, handcrafted novelty sculpture.
• Brixton Perfumed Candle London neighborhood-themed perfumed candle in a 300g size, priced at $80.00, part of the London Themed Collection.
• Woody Cowboy Hat Candle (Toy Story x cent.ldn) Disney/Toy Story collaboration exclusive featuring a cowboy hat-shaped candle, priced at $103.00, available for pre-order as a limited-edition collectible.
• cent.ldn American Football Helmet Candle American football helmet-shaped collectible candle priced at $247.00, handcrafted as a sculptural novelty piece.
• Bespoke Candles Custom-made candles created to customer specifications, offering personalized collectible options.
• London Themed Collection A city-born collection of uniquely perfumed candles created in collaboration with an all-female London-based collective of creatives, featuring neighborhood-inspired fragrances such as Shoreditch and Brixton.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Elton JohncoreStrategic or Co-development PartnerHigh-profile collaboration creating Elton John-inspired candle collectibles, including an iconic boot candle. The collaboration was celebrated by Selfridges and generated significant press coverage for the brand.
• Disney/Toy StorycoreStrategic or Co-development PartnerExclusive collaboration on Woody Cowboy Hat candle from Toy Story franchise. Limited edition release available for pre-order at $103.
• London-based All-Female Creative CollectiveminorStrategic or Co-development PartnerCollaboration with an all-female London-based collective of creatives for the London Themed Collection. Products uniquely perfumed candles celebrating London's neighborhoods.
• SelfridgescoreChannel Partner/ Reseller/ DistributorMajor luxury retailer stocking cent.ldn products. Celebrated the Elton John collaboration with in-store presence. Products featured alongside luxury brands like LOEWE, Diptyque, and Le Labo.

Scale indicators2 records

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• NEST New York: NEST New York is a premium lifestyle and home fragrance brand with broad retail distribution and celebrity/fashion collaborations. Comparable to cent.ldn on luxury candle positioning, gifting focus, and IP/celebrity partnership-led marketing.
• Le Labo: Le Labo is a prestige fragrance and candle house within a global luxury group. It is mentioned alongside cent.ldn in trade press and competes for the same design-conscious luxury gifting and home fragrance customer.
• Byredo: Byredo is a global luxury fragrance house with a strong candle offering, sold through DTC and luxury retail. Comparable to cent.ldn on premium positioning, gift-led purchase behavior, and crossover brand partnerships.
• Diptyque: Diptyque is an established luxury fragrance and candle brand owned by a major beauty group. It is explicitly cited in cent.ldn press as a benchmark competitor and competes in the same high-end home fragrance and gifting category.
• Maison Margiela Replica: Maison Margiela's Replica candle line is a designer-brand home fragrance collection positioned as collectible objects. Comparable to cent.ldn in treating candles as luxury collectibles and competing for similar premium gift and home décor buyers.

Direct peers

• D.S. & Durga: D.S. & Durga is a niche luxury fragrance house offering candles alongside perfumes. Comparable to cent.ldn on premium pricing, candle-as-art positioning, and a design-conscious urban consumer base.
• Otherland: Otherland is a DTC luxury candle brand selling brightly packaged, collectible-aesthetic candles in the same premium price band. It targets gifting and design-conscious consumers with a similar limited-edition drop model and direct e-commerce focus.
• Boy Smells: Boy Smells is a cult-favorite DTC candle and fragrance brand positioned at the intersection of art, design, and home fragrance. Comparable to cent.ldn on premium pricing, sculptural/packaging-driven branding, and a gift-and-collectible buyer.
• P.F. Candle Co. P.F. Candle Co. is an artisanal soy candle brand built on a strong DTC and wholesale model with natural ingredients. Comparable to cent.ldn in handcraft positioning, natural/wax-based formulations, and omnichannel retail presence.
• Harlem Candle Company: Harlem Candle Company is a luxury, design-forward candle brand selling premium-priced, story-driven candles through DTC and select retailers. It overlaps cent.ldn on collectible, narrative-led positioning and price band.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/centldn

Compliance1 record

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 cent.ldn