Wax Lyrical, one of the UK's longest-established home fragrance brands, launched its own e-commerce platform, selling directly to consumers for the first time. Its candles, reed diffusers and home fragrance products had previously been available only through retail partners.
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The move is a familiar but significant one for a heritage, wholesale-led brand: going direct opens up a first-party relationship with customers, richer data and better margins than selling through third parties, alongside a single destination for the full range and gifting.
Founded in 1980 by the Williams family and based in Lindal-in-Furness, Cumbria, Wax Lyrical manufactures in England and describes itself as the UK's largest home fragrance company, with products exported worldwide. Its candles are 100% fragranced throughout the wax and its range is cruelty-free, the brand says.
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