'Yankee Candle' Started as a Christmas Gift, The Secret Behind Captivating People Worldwide [Hidden Business Story]

'Scented Candles' for Mothers... The Origin of 'Yankee Candle'
Various Scents and Luxurious Appearance Drive Popularity
Yankee Candle, No.1 Brand in the U.S. Scented Candle Market Share

'Yankee Candle' products. Photo by Yankee Candle

[Asia Economy Reporter Heo Midam] When you want to change the atmosphere of your home with a small budget, nothing beats accessories. Recently, one accessory that people who want to decorate their own space never miss is the 'scented candle.' Not only can it create a cozy atmosphere just by lighting it, but it also adds a unique fragrance throughout the house, making scented candles popular among people of all ages and genders.

In particular, there is one brand that immediately comes to mind when thinking of scented candles: 'Yankee Candle.' With over 50 years of accumulated know-how creating distinctive scents, Yankee Candle has maintained its position as the number one brand in the U.S. scented candle market every year, continuing its popularity.

Currently, it has expanded to 87 countries including Europe and Japan, establishing itself as a brand loved worldwide following the U.S. What is the secret behind Yankee Candle’s global popularity?

The 'Scented Candle' Accidentally Made in a Basement, Evolving into a Business

The origin of Yankee Candle dates back to the winter of 1969. The founder, Mike Kittredge, was 17 years old at the time and lived in a small rural town in Massachusetts, USA.

As Christmas approached, Mike pondered over a Christmas gift for his mother. However, unable to afford an expensive and fancy gift, his eyes caught a discarded 'milk carton.' Using this milk carton, he made his first scented candle in the basement of his home.

At that time, neighbors were curious about the pleasant aroma coming from Mike’s house. After learning that Mike was making scented candles, they were drawn to the subtle fragrance and wanted to buy the candles he made. Although Mike couldn’t believe the popularity of his candles, he made two candles?one for his mother and one for a neighbor.

Neighbors impressed by Mike’s candles gradually began ordering larger quantities. He continued handcrafting by blending candle scents in his home kitchen.

However, with increasing orders, his father suggested turning the scented candles into a business, and Mike gradually expanded the business with the support of those around him.

With word of mouth, Yankee Candle gradually gained popularity and made a name for itself in the U.S. scented candle market. Mike’s success story is still recognized as a classic example of success even after more than 50 years.

Various Scents and Stylish Appearance That Attract Consumers

'Yankee Candle' product. Photo by Yankee Candle

The reason Yankee Candle could grow into a premium scented candle brand is undoubtedly its 'variety of scents.' Yankee Candle offers many fragrances tailored to consumer preferences. From fresh fruit scents to subtle floral aromas and refreshing fragrances, the variety is extensive.

Especially, the U.S. headquarters of Yankee Candle has about 2,000 types of scents and sells around 4,000 products using them. In Korea, about 70 types of scents are used to sell approximately 1,000 scented candle-related products.

As diverse as the scents are, the characteristics of the products also differ. Different scented candles are recommended for different places: 'Lavender Vanilla,' which provides comfort and calming effects, is recommended for bedrooms or hospitals, while 'Sage & Citrus,' which suits a quiet atmosphere, is recommended for offices or laboratories.

Additionally, those feeling down can use bright floral scents like 'Midnight Jasmine' to help lift their mood, and 'Baby Powder,' which provides a comforting feeling, is popular among pregnant women. In other words, consumers can purchase scented candles suitable for their location or situation.

The appearance of Yankee Candle also sufficiently attracts consumers. Contained in glass jars, Yankee Candles are hygienic and large in quantity, allowing long-term use after a single purchase. Especially, the brand’s representative product, the 'Jar Candle,' creates a classic and luxurious atmosphere on its own, making it popular as an interior accessory.

Yankee Candle Expands to 87 Countries... A Scented Candle Enjoyed Worldwide

'Yankee Candle' product. Photo by Yankee Candle

Having grown into a brand with over 50 years of history, Yankee Candle currently has expanded to 87 countries including Europe and Japan, operating more than 7,000 brand shops worldwide, gaining popularity from people all over the globe.

In particular, Yankee Candle records annual sales exceeding 1 trillion KRW through about 550 directly operated stores averaging 300 pyeong (approx. 991 sq meters), including four specialty stores totaling 5,000 pyeong (approx. 16,500 sq meters) across all 50 U.S. states, and over 30,000 retail outlets. Thanks to this popularity, Yankee Candle holds a 47% market share in the U.S. scented candle market and ranks first in the global scented candle market share.

Subsequently, Yankee Candle caught the attention of Jarden Corporation, a U.S. global company and one of Fortune’s Global 500 companies, securing a pathway for global expansion. In Korea, it was first introduced in 2007 through the official importer Aroma Trade Co., Ltd., and with over 150 stores nationwide, its popularity in Korea is also considerable.