AccessMyLibrary provides FREE access to millions of articles from top publications available through your library.
The candles segment has gotten a boost recently with the Hanna's Candles introduction of a new line under the Kathy Ireland brand. The launch includes well over 300 soy and wax candles in 13 collections.
Until now, the candle category has lacked any strong brand identity in the mass market. Certainly, Yankee Candle has made inroads, but on the upscale line it remains something of an aspirational brand in the mass market, with price points to match.
The Kathy Ireland line represents the return of a significant mass market brand to the middle of the retail market. The brand was first a Kmart apparel label launched as an upmarket home brand a few years ago. It …