only 10 months after it entered the australian market, yankee candle has hit a milestone of 100 local retailers.
perth’s yc distribution is the australian and new zealand distributor for the global fragrance brand and owner stuart michael is thrilled with the result.
“the product has already had extraordinary traction with consumers, with almost 100 per cent of our authorised retailers reporting repeat orders, some – four or five times in the last four months,” he says.
the product is marketed as an ‘affordable luxury’, something customers can indulge in even when money is tight.
michael says it was a tough challenge to reach 100 retailers.
“we expected a period of building consumer awareness, but have been delighted that the yankee candle products were widely recognised by the experienced gift and homewares retailers, and they were happy to find that we had established a national sales and distribution network, prior to shipping our first orders.”
unlike many products, yankee candle bucks the online selling trend with its website acting as an information service, so customers are encouraged to buy the goods from independent retailers.“it is our role to support our authorised retailers in every way and that means referring our online visitors to our retail partners. we are happy to help our retailers with their own web presence and support their online initiatives entirely,” michael says.
the brand will continue to grow its presence down under with more stand alone stores on the way after the first was opened at whitford city westfield earlier this year.
