Otherland also collaborated with the female-focused co-working space The Wing on an exclusive, autumn-themed candle, described to be inspired by the “warmth” of the collective’s community. This fall, the company is debuting three new scents: Crisp Cornflower, Dappled Wood, and Mountain Lace. Otherland is filling out its portfolio with limited edition seasonal scents. Right now, Otherland offers less than a handful of year-round favorites within its Core Collection, available individually or through a “Build Your Own” custom three-pack bundle. “We’ve created a brand built to be successful in the modern world: to be discovered, engaged with, bought, shared and scaled through digital channels.” “The candle industry is old-school in the sense that scent has always been thought to be the primary driver of purchase, and we’ve managed to breakthrough with a customer base that makes, on average, nearly three purchases a year without even smelling our product,” Stone says. The tumblers shouldn’t be used for drinking or eating, but they can be used for decorative storage, such as holding pens and pencils, makeup brushes, or cocktail utensils. Otherland’s candles are made in the United States, using a coconut and soy wax blend, with the company stressing it uses “non-toxic ingredients.” Otherland also touts that the colorful frosted glass tumblers can be reused after the candle is burned through (an estimated 55 hours of burn time per candle). “It was the starting point for all of my conversations with potential investors and remains that way for all that we do.” “We believe the future of home fragrance-to win in the digital space-needs to be visual-first,” Stone explains, stressing that her background in art is core to making Otherland succeed. “Plus, it doesn’t hurt that her product and company are taking on an industry gap and specifically catering to the millennial home decor space.” Abigail’s sharp approach to redefining how we consider and buy candles shows a vision that speaks to today’s wellness-focused society,” wrote Philip Krim, CEO and co-founder of Casper, in a statement. “There’s a clear demand for a thoughtful, considered product that people can open, experience, and immediately relate to. We needed to carefully consider it and get some initial data before going down the venture path.” Stone says that she and her co-founder COO Sayyid Markar, a Birchbox vet who also serves as Otherland’s chief operating officer, decided to go the traditional VC route after seeing a higher rate of customer retention (nearly three purchases annually). “The time horizon for return on investment is a lot shorter for venture funding, and there’s a lot of additional pressure there that doesn’t make sense for every business. “Initially, we weren’t sure if going the venture route was right for Otherland, so we wanted to wait before making that decision,” Stone explains. This is the company’s first institutional venture funding. Previously, Otherland raised from individual angel investors and family offices. “I realized I had an opportunity to create a modern brand with a focus on art while incorporating storytelling and community.” “Speaking to my friends, I learned I wasn’t alone in my daily consumption of candles in fact, candles passed the ‘toothbrush test’ of daily use,” Stone tells Fortune. Recognizing a gap in the market, Stone says she came up with the idea for Otherland as a modern candle brand with extra verve. 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. These are avant-garde statement pieces with the intention of attracting millennial and Generation Z buyers. 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.įounded in 2017 by a pair of Columbia Business School alums, Otherland candles are not objects that emit a soft scent sit in the background.
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