Can Diptyque cross from luxurious candlemaker to whole-home model?

It’s difficult to burn a candle at each ends, however Diptyque is giving it a cross. Not too long ago, the French high-end candle model has been lighting fixtures up its industry with a large push into the house decor and equipment box, in addition to a variety of its retail base all over the world.

Diptyque offered—in fact reintroduced, for the reason that corporate strains its 60-year historical past again to decor merchandise—a line of ornamental equipment final 12 months and has now adopted that up with a number of wallcoverings. However the corporate’s leaders have hinted it’s a long way from executed exploring the house and is having a look at expansions into lighting fixtures, rugs or even furnishings. In all probability it’s no wonder for a model whose luxurious candles (costs vary from $70 into the masses of greenbacks) are as a lot covetable mantle sweet as they’re assets of sunshine and smell.

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

Diptyque’s domestic merchandise come with a variety of tablewareCourtesy of Diptyque

“The design has at all times been as essential because the smell of our candles,” Myriam Badault, senior vice chairman of ornamental merchandise for the corporate, tells Industry of House. She joined the privately owned corporate—it used to be bought in 2005 by way of London-based PE company Manzanita Capital—16 years in the past and has led its enlargement into domestic decor.

At the beginning a maker of upholstery and ornamental materials, Diptyque (the title comes from the Greek phrase for a portray or sculpture composed of 2 portions) later moved into wallpaper sooner than discovering its good fortune with candles and phasing out home items. This contemporary transfer brings the emblem complete circle. The road now contains candleholders—naturally—but additionally tableware, vases, paperweights and trays and dishes. Some coordinate with candle designs, others are free-standing motifs. Wallpaper joined the gathering extra just lately, depending on Diptyque’s archives to create the appearance.

Badault says there’s a lot more within the works. Apparently Diptyque shall be dramatically increasing its domestic decor choices inside the following couple of years, with lighting fixtures due in 2023 and expansions into ground coverings, furnishings or even paint being thought to be. Badault says she expects domestic decor will account for up to 10 p.c of its total gross sales inside 5 years.

All of those additions will affect the shop base for the corporate, which now totals about 80 in Europe, the U.S., China and Japan. Diptyque additionally wholesales its merchandise via third-party outlets, like Bergdorf Goodman in New York, even if the brand new decor pieces are being rolled out to its personal retail outlets first. Some merchandise shall be advanced only for explicit places, reflecting native design tastes, Badault says. A brand new Paris flagship may be within the works, as is one for New York, each projected to open someday subsequent 12 months.

That Diptyque has come again its origins is a reasonably exceptional tale within the retail industry. Maximum firms by no means get that opportunity (consider if Abercrombie & Fitch began incorporating tenting and looking tools again into the combo). For Diptyque, Badault says, getting decor proper used to be vital for its model. “We needed gadgets you’ll handiest to find at Diptyque, full of life and stuffed with wonder.”

Homepage symbol: Courtesy of Diptyque


Warren Shoulberg is the previous editor in leader for a number of main B2B publications. He has been a visitor lecturer on the Columbia College Graduate College of Industry; won honors from the Global Furniture and Design Affiliation and the Type Institute of Generation; and been cited by way of The Wall Side road Magazine, The New York Occasions, The Washington Submit, CNN and different media as a number one trade professional. His Retail Watch columns be offering deep trade insights on main markets and product classes.

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