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Yankee Candle aims to light the wick on design with a new studio in Manhattan’s Chelsea neighborhood and a new creative director.
“We wanted to figure out how to marry fragrance expertise with compelling design elements,” said Harlan Kent, chief executive officer of Yankee Candle. “The bottom line is, we have 28,000 doors selling [Yankee Candle] in U.S. and 11,000 doors outside the U.S. We are a global company. There’s no better place to go than the fashion center of the world to open up our new design studio.”
Kent said the new studio — where the brand’s new creative director, Patti Carpenter, is based — will allow Yankee Candle to form relationships with key industry partners in textiles and fashion. Carpenter has been charged with creating fashion-inspired fragrances, candles and home decor, as well as experimenting with different kinds of containers, decorative elements and trend-inspired fragrances. “What we want to do is recognize the entrepreneurial spirit of the brand,” said Carpenter. “It would be easy for Yankee Candle to rest on [its] laurels. We want to continue to grow the brand, while consumers remain at the core.”
In January, the brand plans to unveil three new collections: Welcome to Paradise, Full Bloom and Pure Radiance, which are inspired by trending colors, ingredients and photographic interpretations of flowers. Yankee Candle also plans to extend its Man Candle collection with new scents like bacon and popcorn.
As Yankee Candle moves forward, the brand plans to remain loyal to its original customer base. “Yankee candle has a very iconic look,” said Kent. “We’re not going to lose that. With appropriate design elements we can make our brand work in a broader array of today’s homes.” Though the new design studio is located in New York, the company’s headquarters in South Deerfield, Mass., will continue to oversee the manufacturing of all Yankee Candle products.