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Yankee Candle launches smaller, more intimate concept store

December 6, 2019

The Yankee Candle Co. unveiled a new store concept with a smaller footprint at Natick (Mass.) Mall on Black Friday.

The space, which FRCH Nelson has designed, employs a new merchandising strategy and features an upgraded personalization station enabling customers to curate their own scent. Taking up a smaller footprint than traditional Yankee Candle stores do, this 1,000-square-foot space creates a more intimate and inviting experience, says Judy Jasper, the company’s director of retail activation.

“We wanted to ensure the new direction would resonate with our loyal customers, while inspiring and connecting with an audience that hasn't experienced our brand yet,” Jasper said in a press release. “As consumer needs and shopper expectations evolve, this store concept allows us to iterate and experiment as we go — which is in essence, the art of retail.”

The new store concept transforms the customer journey into the world of an iconic candle brand and reframes the way people are introduced to and shop for fragrances, the company says, and shoppers can rediscover what makes their home scents unique.

For the first time, Yankee Candle incorporated a large customization table at the heart of a store. This design promotes a central gathering space that enables customers to experiment with fragrances and also to customize candle labels with a photo of their choice and a personal message. 

“We aimed to design a warm and inviting space complete with sensorial experiences," said Mari Miura, senior interior designer at FRCH Nelson. “We wanted to empower shoppers to discover the various scents that evoke their moods throughout their home.”

By Brannon Boswell

Executive Editor, Commerce + Communities Today