SOUTH DEERFIELD, MA
Sales: $844.2 million
Key Personnel: Harlan Kent, president and CEO; Lisa McCarthy,
SVP finance, CFO; Howard Barron, VP, CIO; John Fontana, president, international; Martha LaCroix, EVP, chief human resources
officer; Hope Margala Klein, EVP, brand innovation and merchandising; Deb Norris, SVP fundraising and business analytics;
Jim Perley, chief administrative officer; Art Rubeck, SVP, supply
chain; Mike Thorne, president, wholesale; Alex Winiecki, SVP, retail stores; Brad Wolansky, president, consumer direct and CMO.
Major Products: Yankee Candle branded candle and home fragrance products; Pure Radiance by Yankee Candle; Home Classics
by Yankee Candle, Simply Home by Yankee Candle, Good Air by
Yankee; candle accessories; candle care products.
Comments: Yankee Holding Corp. and
The Yankee Candle Company, Inc. posted favorable financial results for the full
year ended Dec. 29, 2012. Total company
net sales increased 7.4% to $844.2 million. Retail sales rose 9.1% to $490.2 million and wholesale sales increased 1.3%
to $238.3 million. Sales in the company’s international segment
jumped 14.2% to $115.7 million.
Early in 2013, the firm named Frank P. Bifulco Jr. to the company’s board of directors. He most recently served as senior vice
president and chief marketing officer of The Home Depot from
2008-2011. Yankee Candle also welcomed Brad Wolansky to the
newly-created role of president of direct and chief marketing officer.
Wolansky’s appointment was part of a strategic initiative focused
on building the company’s brands, expanding the digital platform
and accelerating growth of its direct-to-consumer business, according to the firm.
Wolansky joined Yankee Candle with more than 25 years of experience with marquis brands in digital and direct marketing channels. In his new role, he is responsible for building the company’s
branding efforts across all channels and lead the company’s digital
branding and e-commerce efforts.
New Products: Limited Edition—Man
Candles Collection; My Favorite Things
Collection; New Lines—Pure Radiance
by Yankee Candle, Relaxing Rituals by
Yankee Candle; New Fragrances—
Apple Pumpkin, Red Velvet, Black
Coconut, Turquoise Sky, Golden Sands
Summer Wish and Summer Scoop.
What guy wouldn’t love a
In Spring 2013, Yankee Candle kicked off its Facebook “March
to a Million Golden Ticket Contest” and rolled out limited edition
candle in anticipation of reaching one million Facebook fans. Those
that purchase the exclusive candle were also automatically entered
into the drawing for the contest.” The contest winner will receive
an exclusive three-day trip the company’s flagship store in South
Deerfield, MA, including a meet and greet with CEO Harlan Kent.
“We are continually excited and proud of the passion for our
brand we see in fans and customers from around the world,” said
Kent.“We’ve seen an 80% growth in our Facebook fans in the past
year, and we wanted to acknowledge their loyalty with this exclusive
contest and limited edition candle.”
Also in May, Yankee Candle launched two new fragrances and
announced the return of three favorites in its popular limited edi-
tion Man Candles collection. Two new fragrances, MMM, Bacon!
and Movie Night, join Man Town, First
Down and Riding Mower. The collection,
launched last year to tremendous response, was created uniquely for men to
be enjoyed in their“man town,” whether
that is the den, the basement or even the
garage, said the company.
To celebrate the arrival of the collection, Yankee Candle simultaneously
launched a series of social media contests,
offering consumers the chance to win
samples of the Man Candles II collection.
The brand also encouraged fans to“share
their excitement”on Facebook and Twitter
by using the hashtag #MMMBacon.
According to the company, MMM,
Bacon! and Movie Night are now part
of one of the most successful launches in the brand’s history. More
than 10% of retail sales were contributed to Man Candles during the
period of time they were in store after the launch and the line was
covered in more than 400 media outlets in just two weeks. The brand
also experienced a 167% increase in unique visitors to its website
over the same
Last month, Yankee Candle rolled out the“Boston Strong” candle,
which is designed to honor the victims and the first responders of the
bomb attacks during the Boston Marathon. All net proceeds of the
commemorative candle go to the One Fund Boston, the official non-
profit organized by Boston Mayor Tom Menino and Massachusetts
Governor Deval Patrick.
Next up from Yankee Candle are Fan Candles. Touted as a unique
way to show support for your favorite college team, this collection will
kick off with large jar candles and a car air freshener with authentic
logos of 27 colleges and universities across the country.