Gifts Today magazine

New face at Wax Lyrical

The UK’s largest manufacturer of home fragrances has appointed Warren Gell to the role of Sales and Marketing Director

Wax Lyrical, based in Lindal-in-Furness in the English Lake District, proudly develops and manufactures its products, including candles and reed diffusers in England, has recruited the 39-year-old as part of its ambitious plans to grow the business.

Warren joins the business following three years as Head of UK Sales at Portmeirion Group (UK) Limited, which acquired Wax Lyrical in 2016. In his new role, Warren will assume responsibility for developing Wax Lyrical’s impressive portfolio of brands, leading sales both in the UK and across the companies 42 export markets, working closely with customers and overseeing marketing activity.

Warren said: 'It’s a very exciting time to join Wax Lyrical with many opportunities ahead. As a British manufacturer which has developed a reputation for innovation and delivering the highest quality fragranced products from its low carbon footprint factory in Ulverston, Wax Lyrical has firmly established itself as the UK’s leading home fragrance manufacturer.

'I will implement a strategy that will leverage the company’s strong foundations and develop the brands, so that each has its own unique identity. I feel terrific enthusiasm for the future and I’m looking forward to working with the skilled and dedicated team to successfully achieve my ambition to have a Wax Lyrical product in every home.'

Commenting on the appointment, Managing Director Joanne Barber said: 'We are delighted to have Warren join the team, he brings tremendous experience and knowledge with him, and his enthusiasm for the brand fills everyone with a great sense of confidence and excitement. Warren will play an integral role in growing the business and we’re all looking forward to working with him.'

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