254_i2i_RootCandles_AF2016_CS_V2

100 new stockists
signed and
multiple orders
received at Autumn
Fair speeds
growth in the UK
ROOT CANDLES
FOCUS AND CHALLENGES
Founded in 1869, Root Candles of Ohio, USA is an industry leading,
family-owned company renowned for innovative ideas, aesthetic
enhancements and high quality. Now in its fifth generation, it stays
true to the original vision of all-natural candles made from bees
wax, using vegetable dyes and cotton wicks made in-house.
Since 2014 the company has been steadily building its UK brand
presence. It sells primarily to independent retailers, garden centres
and department stores who love product designs and fragrances
that can transform the ambience of any store. Root Candles has
600 UK customers, managed by six sales agents across UK&I and
aims to maintain the 30% growth rate it has achieved in each of the
last two years.
OBJECTIVE: To identify and sign new stockists in the UK and
grow sales.
“ Autumn Fair is definitely
helping us to build our brand,
grow the number of stockists
we work with every year and, as
a direct result, increase sales.”
JULIAN ATKINSON
REPROGRAPHICS MANAGER
ROOT CANDLES

THE AUTUMN FAIR SOLUTION
Root Candles launched in the UK by using Spring Fair 2014,
closely followed by Autumn Fair that same year. This provided
the opportunity to build awareness, launch new products and
present the core product range. The stand is designed in-house
and is brought to life with dressers, drums and crates; essentially
a series of visual ideas to catch the eye of passing visitors to the
show and, together with new fragrances, encourage people to
stop and learn more.
Before the show, Root Candles undertakes a promotional
programme using Autumn Fair’s website while featuring the show
on its own website, along with social media activity and e-shots
to its customer and prospects database. The agents are provided
with printed invitations which they distribute to retailers. To
support its presence at Autumn Fair post-show, Root Candles
produces leaflets and branded bags for visitors to the stand.
BENEFITS
When it comes to the launch of new products that inspire all types
of retailers to use natural fragrance candles as a core part of their
customer experience, Root Candles view Autumn Fair as the focal
point of their year.
Build brand awareness
• Repeat presence reminds visitors of the brand and draws
them to the stand
• Educate the market about ‘‘The Best Candles in America,
Made in America Since 1869’’
Launch new products
• Showcase the new products, designs, colours and fragrances
• Highlight classic candles that sell year after year
“ Smaller shows are not
effective for us and I think
that if you’re serious about
doing business in the UK you
have to be visible at Autumn
Fair. We had a great show
and re-booked immediately.”
JULIAN ATKINSON
REPROGRAPHICS MANAGER
ROOT CANDLES
Identify new stockists
• Open a new conversation with a wide mix of premier
UK retailers
• Discuss the training support the company provides to
help stockists build sales
RESULTS
JJ
Up to 100 new retailers signed
for more information about Autumn
Fair, visit www.autumnfair.com
JJ
JJ
Many new orders taken during and after the show
Increased brand awareness
for more information about Root
Candles, visit www.rootcandles.co.uk