Brand Origins: Yankee Candle Company - from Side Hustle to Scented Success
Ever wonder how some of your favorite brands got their start? Chances are, many began as side hustles - passion projects that turned into something much bigger. In our new series titled "Brand Origins" , we write about the founding of stories of brands to inspire our followers who are interested in starting or operating their own brands!
We start the series with the Yankee Candle Company. You know, those scented candles that evoke memories of cozy nights at home. Would you believe the now-iconic brand began as a creative solution to excess wax?
In 1969, Michael Kittredge was 16 years old and couldn't afford to buy his mother a Christmas gift. He decided to make her a scented candle using melted crayons as wax. She loved it, and her friends wanted their own. Before long, Mike was pouring colored wax into milk cartons and selling his homemade candles to locals. His side hustle grew into a business, and the rest is scented history. Today, Yankee Candle Company has over 250 stores and still makes high-quality, long-lasting candles for people around the world.
All because a teenager had an idea, some leftover crayons, and the drive to turn his side hustle into something special. The next time you light one of those familiar candles, think of the creative spark that started it all. And who knows - maybe your side hustle could become the next Yankee Candle Company.
The Origins of Yankee Candle: A Side Hustle Is Born
Back in 1969, Michael Kittredge started making candles in his mother's kitchen as a way to earn some extra money. Little did he know that his side hustle would turn into the hugely successful Yankee Candle Company.
Mike began by melting crayons to make colorful candles he sold to friends and at local fairs. People loved the vibrant colors and amazing scents, and word spread quickly. Soon, Mike was getting more orders than he could fill in his mother's kitchen!
He decided to take a chance and open a small candle shop. Yankee Candle's first store opened in South Deerfield, Massachusetts and was an instant hit. People traveled from all over New England to visit the shop, drawn to the enticing aromas and unique products.
Within a few years, Yankee Candle outgrew the little shop and moved into an old mill, where production could be scaled. More scents were added, like cinnamon, vanilla, and apple, and seasonal collections brought customers back again and again.
By the 1980s, Yankee Candle had become a multimillion-dollar company and a pioneer in home fragrance. All because a young man turned his side hustle into a sweet-smelling success story.
The next time you light a Yankee Candle, think of Mike Kittredge and how his passion for creating colorful, scented candles blossomed into an American classic brand. With hard work and the courage to dream big, any side hustle has the potential for greatness.
Building the Business: From Kitchen Table to Factory
When Michael Kittredge started making scented candles in his mother's kitchen, he had no idea he was launching what would become the Yankee Candle Company.
In 1969, Mike wanted to give his mom a scented candle for Christmas but couldn't find anything that smelled nice. So, he decided to make one himself using melted crayons as wax and scents from spices in his mom's kitchen. His mom loved the gift, and soon friends and family wanted their own.
Mike started selling his candles at local fairs and craft shows on weekends. Demand grew quickly, so he moved operations to his basement and garage. He and his wife poured candles at night after work and on weekends, labeling and packing them for shipping during the day.
Within a couple of years, the fledgling business had outgrown the house. In 1973, the Yankee Candle Company opened its first store in South Deerfield, Massachusetts. Over time, more stores followed across New England.
In 1983, Yankee Candle opened a flagship store in Deerfield that drew over a million visitors each year. The company went on to become a global leader in the scented candle industry.
Mike's side hustle-turned-success story shows how a simple but thoughtful gift and a lot of hard work and perseverance can lead to sweet-smelling rewards. The next time you light a Yankee Candle, think of the humble beginnings in Mike's mom's kitchen and the passion that fueled its growth into an international brand.
Creating an Experience: How Yankee Candle Made Candles an Event
An Experience to Remember
Yankee Candle knew that to really stand out, they needed to make shopping for candles an memorable experience for customers. They created a wonderland of scents in their stores that ignited all the senses.
Walking into a Yankee Candle store, you were greeted with a kaleidoscope of colors and the aroma of dozens of different fragrances wafting through the air. You could spend hours exploring the many scent themes, from fruity and floral to spicy and woodsy. Sampling the different candles was highly encouraged.
It was an adventure for the nose and a feast for the eyes. People would get lost wandering the aisles of the candle emporium, discovering new scents and revisiting old favorites. For many, a trip to Yankee Candle became an annual tradition and event to look forward to.
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Building a Loyal Customer Base
This total sensory experience cultivated a very loyal customer base. People felt like they had a personal connection to the brand through the memories and emotions that were evoked from their favorite candles. Yankee Candle’s ability to turn a simple candle into a full-blown experience is what really fueled their success and growth into an international company.
Their model of making shopping an engaging event has been emulated by many other brands and companies. But Yankee Candle will always be remembered as one of the first to perfect the art of experiential retail and transform it into a hugely successful business.
Innovation and Expansion: New Fragrances, Products and Acquisitions
New Fragrances
Yankee Candle Company built their brand on high-quality, long-lasting scented candles, so creating new fragrances has always been a top priority. In the 1990s, Yankee Candle introduced seasonal collections to give customers a reason to buy more candles. Their first Christmas collection was an instant hit. Since then, they’ve rolled out new fragrances for every season and major holiday.
Some of their most popular scents over the years have been Macintosh, Lemon Lavender, Hazelnut Coffee, and Christmas Cookie. To keep up with trends, Yankee Candle also releases fragrances inspired by foods, cocktails, and lifestyle activities. Recent collections featured scents like Pink Sands, Sun and Sand, and Fluffy Towels.
Releasing new fragrances frequently, especially those with seasonal themes, gives customers a reason to make repeat purchases. It also helps to create a sense of urgency, since popular scents often sell out quickly. The variety of fragrances, from fruity and floral to spicy and woodsy, means there’s something for every scent preference.
New Products
In addition to candles, Yankee Candle now offers reed diffusers, room sprays, car air fresheners, and more. Their product line has expanded to over 200 different items. Some of their most popular new products are:
Expanding into new product categories has allowed Yankee Candle to reach more customers and increase sales. Their dedication to new innovations and acquisitions turned a small side hustle into a world-renowned brand.
Lessons From the Yankee Candle Story: How to Grow Your Side Hustle Into a Successful Brand
Start Small and Build Up
When Michael Kittredge first started making scented candles in his mother's kitchen, he likely didn't envision it becoming the Yankee Candle Company. But by starting small, focusing on high quality, and listening to customer feedback, his side hustle grew into an iconic brand.
You don't need fancy equipment or a huge investment to get your side hustle off the ground. Use what you have access to and start creating your product or service on a small scale in your spare time. Pay attention to details and make the best version of whatever it is you want to sell. Word of mouth and great reviews from early customers can help build momentum.
Find Your Niche and Expand
Kittredge began by selling his candles at local fairs and festivals. He quickly found that customers loved the strong fragrances and long-lasting burn time. He was able to expand into retail stores, gaining more exposure and new customers. Once you've validated your idea and seen some success, look for new opportunities to sell and spread the word about your product. But stay focused on what makes you unique. Yankee Candle's strong scents in a variety of fragrances helped them stand out.
Reinvest in Growth
As sales increased, Kittredge invested in larger production equipment, more fragrance options, and new product lines like candle accessories. He also began wholesaling to gift shops and small boutiques. Reinvesting profits back into your business will allow you to scale up in a sustainable way. You can improve your product, expand into new products, increase marketing, or any number of growth strategies. The key is using your resources, no matter how small, to build momentum over time.
The Yankee Candle story shows that with passion, quality, and persistence, a side hustle can blossom into a thriving business. By starting small, finding your niche, listening to customers, and reinvesting in growth, you have the potential to build your own scented success.
Conclusion
So there you have it, the story of how a side hustle making candles in a garage turned into the Yankee Candle Company, an iconic brand that brings the scents of the seasons into homes around the world. Michael Kittredge started small but had a vision, and through hard work, perseverance, and more than a little luck, built an empire from a passion project. The next time you light one of those familiar candles and breathe in the aroma of cinnamon, pine, or pumpkin spice, think about the humble beginnings and audacious dreams that made it all possible. Who knows, your side hustle today could be the start of something big tomorrow. So keep at it - you never know where that flicker of an idea might lead if you give it the chance to burn bright.
** This article is published with AI support