Hot on the heels of the Diptyque obsession, the luxury candle market is burning up—and burning through cash. The latest entry into the market is aiming for the aspirational window between luxury and commercial while maintaining a sophisticated, if not slightly edgier, aesthetic.
Founded in 2017 by a pair of Columbia Business School alums, Otherland candles are not objects that emit a soft scent sit in the background. These are avant-garde statement pieces with the intention of attracting millennial and Generation Z buyers. Co-founder and CEO Abigail Cook Stone started out as an art buyer for Ralph Lauren, and while noting she has been "mildly obsessed with candles" her whole life, Stone says she found the best candles were often too expensive, but budget-friendly options often had extra-sweet fragrances with lackluster designs. Recognizing a gap in the market, Stone says she came up with the idea for Otherland as a modern candle brand with extra verve.Read Complete Article