Penn & Beech Candle Co.

What Penn & Beech Candle Co. does

Penn & Beech Candle Co. is a privately held, bootstrapped home-fragrance company founded in 2017 and headquartered in Carmel, Indiana, operating with 1-10 employees. The company manufactures soy-blend candles, reed diffusers, and soy tarts, and differentiates through an experiential retail model — the 'Pour Your Own' in-store candle-pouring experience — offered at two retail showrooms in Indianapolis, IN and Columbus, OH. Customers select from a library of 100+ fragrances and various vessels to create custom-scented candles, marketed for date nights, bachelorette parties, birthdays, and corporate team-building events. The company also operates a private event space rental program.

The business operates three go-to-market motions: a product-led experiential motion (in-store pour-your-own driving organic word-of-mouth and repeat visits), a direct-to-consumer e-commerce channel via a Shopify storefront (pennandbeech.com with sitewide 'Buy 3, Get 1 Free' promotion and free shipping at $75), and an enterprise/private label wholesale program delivering custom-branded candles for corporate gifting, retail merchandise, and marketing campaigns. Pricing is unit-based at retail (e.g., $20.00 per standard candle) with quote-based, multi-year contract pricing for B2B private label orders and discounted bulk pricing for wedding/event customers.

Customer segments span individual consumers and social-event groups (primary), B2B corporate clients seeking branded merchandise and gifting (primary), and wedding/event planners seeking bulk favors (secondary). Distribution is multi-channel: regional DTC e-commerce, two physical retail locations, and global private label/wholesale. The company appears actively operating with no disclosed funding, no parent company, and no executive team publicly listed in the data.

Name

Penn & Beech Candle Co.

Legal name

Penn & Beech Candle Co.

Website

https://pennandbeech.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Penn & Beech Candle Co. is a privately held soy-blend candle manufacturer and retailer that offers a custom pour-your-own candle experience at two Midwest showrooms (Indianapolis, Columbus) alongside DTC e-commerce and B2B private-label/wholesale programs.

Ownership category

akta.pro rank

Product category

Home Fragrance / Candles

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

• Soy blend candles
• Custom fragrance blending
• Private label candles
• Home fragrance products
• Candle making experiences

Headquarters

HQ city

Carmel

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail Candle Sales: Direct-to-consumer sales of soy-blend candles, reed diffusers, and soy tarts through e-commerce and retail locations. Standard pricing with promotional offers like Buy 3 Get 1 Free.
2. In-Store Pour Experience: Revenue generated from in-store candle-pouring reservations and experiences for individuals and groups, including private event space rentals.
3. Gift Cards: Electronic gift cards delivered via email for use online or in shops, driving future purchases and customer acquisition.
4. Private Label/Wholesale: Custom branded candles for businesses including corporate gifting, retail merchandise, and marketing campaigns. Tailored solutions for companies of all sizes from small local businesses to international brands.
5. Bulk Candle Orders: Discounted bulk pricing for weddings and special events, targeting event planners and couples seeking wedding favors or special event gifts.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Penn & Beech Candle Co. manufactures and sells premium soy-blend candles, reed diffusers, and soy tarts through its e-commerce site and two retail showrooms in Indianapolis, IN and Columbus, OH. The company's signature offering is an in-store "pour-your-own" experience where customers create custom-scented candles by combining 100+ fragrances with a selection of unique vessels. It also runs a private label/wholesale program producing custom branded candles for corporate gifting, retail merchandise, and marketing campaigns.

Product overview

Penn & Beech Candle Co. is a candle and home fragrance company offering a unified product portfolio centered on premium soy-blend candles, reed diffusers, and soy tarts as core products. The company differentiates through its experiential offerings including the 'Pour Your Own' in-store candle-making experience where customers customize scents from 100+ fragrances and vessels, complemented by B2B solutions (Private Label/Wholesale and Bulk Candles) and event hosting services. All products and experiences are available through physical retail locations in Indianapolis, IN and Columbus, OH, and an e-commerce platform.

Differentiator

Problem solved

Functional benefit

Named customers1 record

Segments3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Brooklyn Candle Studio: Brooklyn Candle Studio produces small-batch, hand-poured candles with minimalist aesthetic, selling through DTC and curated retail — closely aligned with Penn & Beech's product and channel strategy.
• Boy Smells: Boy Smells is a premium candle brand combining unisex fragrance design with direct e-commerce and retail partnerships, comparable in positioning and product to Penn & Beech's retail lines.
• Homesick: Homesick is a DTC soy candle brand with broad e-commerce distribution and strong social media presence, directly competing in the personalized home fragrance category.
• Otherland: Otherland is a luxury candle brand focused on aesthetic-driven packaging, gift sets, and DTC e-commerce, competing for the same premium gifting consumer that Penn & Beech targets.
• Other Lights: Other Lights operates a similar custom candle-pouring experience with a curated fragrance library, directly competing with Penn & Beech's in-store experiential model.

Broad incumbents

• Diptyque: Diptyque is a luxury French candle and home fragrance house sold through premium department stores and own boutiques, anchoring the high-end competitive bracket relevant to Penn & Beech's premium positioning.
• Bath & Body Works: Bath & Body Works is a large-scale home fragrance and personal care retailer with candles as a flagship category, representing the broad competitive set in the home fragrance category.
• Yankee Candle: Yankee Candle is the mass-market incumbent in home fragrance with nationwide retail and own-brand manufacturing, providing the scale ceiling against which Penn & Beech competes on differentiation.
• Capri Blue: Capri Blue (Voluspa family) is a broader specialty candle and home fragrance brand with wide retail distribution, representing the scaled incumbent Penn & Beech could grow toward.

Emerging players

• Scentered: Scentered is a wellness-focused home fragrance brand offering candles and aromatherapy products with a comparable premium DTC positioning to Penn & Beech.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PennandBeech
• Instagraminstagram.com/pennandbeech

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 Penn & Beech Candle Co.