Luxury brand

Can Diptyque go from luxury candlemaker to whole-home brand?

It’s challenging to melt away a candle at both of those ends, but Diptyque is supplying it a go. Lately, the French high-conclude candle brand name has been lighting up its small business with a huge thrust into the house decor and components field, as well as an enlargement of its retail base close to the environment.

Diptyque introduced—actually reintroduced, since the firm traces its 60-12 months heritage again to decor products—a line of ornamental extras previous year and has now followed that up with a selection of wallcoverings. But the company’s leaders have hinted it is far from completed discovering the home and is looking at expansions into lighting, rugs and even home furniture. Maybe it’s no shock for a model whose luxury candles (prices range from $70 into the hundreds of dollars) are as significantly covetable mantle sweet as they are resources of mild and scent.

Can Diptyque go from luxury candlemaker to whole-home brand?

Diptyque’s property products consist of a vary of tablewareCourtesy of Diptyque

“The design has generally been as vital as the scent of our candles,” Myriam Badault, senior vice president of decorative items for the organization, tells Enterprise of Residence. She joined the privately owned company—it was procured in 2005 by London-based PE organization Manzanita Capital—16 years ago and has led its expansion into household decor.

Originally a maker of upholstery and decorative materials, Diptyque (the identify arrives from the Greek word for a painting or sculpture composed of two areas) afterwards moved into wallpaper just before discovering its accomplishment with candles and phasing out residence products. This latest shift provides the brand name entire circle. The line now contains candleholders—naturally—but also tableware, vases, paperweights and trays and dishes. Some coordinate with candle models, other folks are absolutely free-standing motifs. Wallpaper joined the collection far more not long ago, relying on Diptyque’s archives to make the appears to be.

Badault claims there’s a great deal additional in the performs. It appears Diptyque will be radically growing its residence decor offerings inside of the upcoming couple many years, with lights owing in 2023 and expansions into floor coverings, home furniture and even paint remaining regarded as. Badault says she expects property decor will account for as much as 10 per cent of its total sales within just 5 several years.

All of these additions will affect the retailer base for the enterprise, which now totals about 80 in Europe, the U.S., China and Japan. Diptyque also wholesales its products via 3rd-bash suppliers, like Bergdorf Goodman in New York, while the new decor things are remaining rolled out to its possess merchants to start with. Some solutions will be made just for particular places, reflecting community design tastes, Badault suggests. A new Paris flagship is also in the works, as is 1 for New York, both of those projected to open someday subsequent calendar year.

That Diptyque has occur back again its origins is a alternatively exceptional story in the retail enterprise. Most companies in no way get that probability (envision if Abercrombie & Fitch started incorporating tenting and looking gear back again into the combine). For Diptyque, Badault claims, obtaining decor ideal was critical for its manufacturer. “We required objects you’ll only obtain at Diptyque, energetic and full of surprise.”

Homepage graphic: Courtesy of Diptyque


Warren Shoulberg is the previous editor in chief for many top B2B publications. He has been a visitor lecturer at the Columbia University Graduate College of Organization been given honors from the Intercontinental Furnishings and Design and style Affiliation and the Style Institute of Technological know-how and been cited by The Wall Avenue Journal, The New York Times, The Washington Publish, CNN and other media as a leading sector skilled. His Retail Observe columns provide deep sector insights on key markets and item classes.

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