how to start a luxury candle company 7.
Why Designing Your Candle Line for Retail Success Is Key, Even If Your Plan is E-Commerce
Sometimes, I laugh when I think about how much we buy online. Who would have thought we’d purchase fragrance products without even smelling them first? Forgiving return policies make this possible, but it’s still amazing that we’ve embraced such a sensory-defying shopping experience.Many startups I’ve worked with are convinced they want to sell their products exclusively online. They envision using social media and a website to control the entire process from start to finish. If that’s your dream, I encourage you to go for it! BUT, and this might sound contradictory, when it comes to designing your line, from the very beginning, think retail, not e-commerce.
Why Think Retail When Selling Online?
Picture your candle line in a retail store. Maybe it’s displayed in Saks, Nordstrom, Anthropologie, or even your own boutique. Will your packaging and product design hold up in these environments? Retail settings can be tough on products: customers pick them up, open them, smell them, and sometimes leave them looking less than perfect.
Even more critical than wear and tear is how customers will navigate your line. Fragrance differentiation through thoughtful design is vital, especially as your collection grows. Let’s say you start your line with five fragrances, consider these key design decisions:
1. Candle Vessel Design
Will all your fragrances share the same vessel to establish a recognizable brand identity?
Or will each fragrance have a unique vessel or distinctive color to make differentiation easier?
2. Labeling and Printing
Will you use labels or custom printing on your vessels for your logo, fragrance name, brand mark, and fragrance notes?
Will you combine both options for a cohesive yet practical design?
3. Outer Packaging
Will your candles come in custom-printed boxes? If so, will each fragrance require a unique box design?
Is there a creative way to differentiate fragrances without printing entirely separate boxes for each?
How will you manage inventory if one fragrance sells better than others, leaving you with surplus boxes?
4. Retail Considerations
If candles are separated from their boxes in-store, will customers easily match them?
Will your design make sense in a retail setting where touch and interaction are inevitable?
Don’t Underestimate The Power Of Retail
You might be thinking, “This doesn’t apply to me; I’m selling online only.” But consider this: if an amazing store contacts you to place an order, will you be ready? Retail exposure can be transformative for your brand. There’s something magical about walking into a beautiful store, picking up a candle, smelling it, and feeling an instant connection. Don’t underestimate how online and in-person sales can feed off each other to boost your brand’s visibility and credibility.
Planning for Long-Term Growth
A good designer will think ahead, helping you envision what your brand will look like as it grows. Your collections should maintain cohesion and tell a clear brand story, whether it’s your first launch or your 10th. Whether a retailer stocks two collections or all of them, your line should look beautiful and cohesive—both online and in-store. By designing your candle line with a retail environment in mind, you’ll be prepared for all opportunities that come your way. Don’t limit yourself to online sales alone. Work with a designer who understands both markets and the particularities of each, and ensure your brand’s design is ready for growth, wherever that path may lead.
