Xystos scent success
Just two days before Spring Fair 2011, Xystos signed the contract to distribute leading American candle brand WoodWick in the UK.
It is now the single most successful brand in the Xystos portfolio. This has prompted the company to make a huge investment in WoodWick – the candle with the crackling wick – for 2012 when it will take a bigger stand at Spring Fair to unveil a raft of new products.
Says Xystos general manager Tom Sykes: “We have been staggered by the response to WoodWick, which has allowed us to open up new accounts across the country.”
He is excited about the Christmas candle offering from WoodWick which is already reaping repeat business for the company.
The Gallerie and Winter collections both feature distinctive fragrances that Tom says will “bring the festive season to life”.
Gallerie includes the scent of Gingerbread Spice – gingerbread with warm cinnamon, sugared ginger, and a touch of white cocoa – while Christmas Traditions allows users to enjoy the comforts of Christmases past and candied orange peel, crushed pinecones and fresh-cut fir balsam. Winter Solstice features the scents of frozen icicles and sparkling snow with notes of mint and lavender.
challenging, which it still is, people don’t tend to go out as much – they ‘nest’ instead. We certainly don’t see that trend changing over Christmas. It’s a time when the family comes together and buys and burns more candles, which is obviously good for business.”
He adds that retailers who want to maximise their sales need to bear in mind that end-users are now much more adventurous in their choice of candles and fragrances.
“Candles also need to be displayed properly and the WoodWick stand certainly shows off the product to its best advantage and helps our customers to boost their profits. And because candles can be a pick-up gift or self-purchase at Christmas, it’s important that they are positioned prominently in-store.”
Bath and body products from Royal Warrant holder Norfolk Lavender are now available in ‘old school cool packaging’, with distributor Xystos sending promotional sachets and new catalogues to all its customers.
There is a total of 27 new-look products spanning the Lavender offering and new Olive Waterlily & Lavender range. These include Calming Bath Soak, Refreshing Bath & Shower, Conditioning Shampoo, Smoothing Body Scrub, Lifting Body Soufflé, Dusting Powder, Cleansing Hand Wash, Soothing Hand and Body Lotion, Rejuvenating Hand & Nail Cream and Cologne Solide, Spray and Roll On.
Says Tom Sykes: “I’m sure our stockists will consider the wait for the newly-packaged product and the Olive Waterlily & Lavender range worthwhile.
“With such a traditional brand it is important that any changes or introductions enable us to take our existing customers with us, whilst also giving us the opportunity to appeal to new buyers.”
[Pictured are the WoodWick Trilogy, Cinnamon Cheer, Cranberry Garland and Noel]
[Also Pictured is a selection from Norfolk Lavender’s Olive Waterlily & Lavender range namely, Cleansing Hand Wash, Calming Bath Soak and Conditioning Shampoo]
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