Purcell & Woodcock Tries Subscription Model

07 Dec 2018 | 08.44 am

Purcell & Woodcock Tries Subscription Model

Fragrance Club offers surprise boxes

07 Dec 2018 | 08.44 am

Purcell & Woodock has launched a subscription-based ‘Fragrance Club’, which kicks off in January 2019. Subscriptions work out at €25 per month and customers are posted ‘surprise’ boxes of various P&W products every four weeks.

Purcell & Woodcock is run by founder Gina Cassidy (pictured) and her husband Morgan and sells scented candles, diffusers and room sprays.

P&W was established in 2014 by Cassidy, a mother of four. She worked in HR before deciding to carve out a niche in the candle market, selling candles with a luxury aesthetic but with mid-market pricing.

The company’s fragrance products are now on the shelves of hundreds of stockists in the UK and Ireland. P&W candles are priced from €18 to €40 for the premium option with a bone china holder. “Our product has the packaging look and feel of a gift product but the price point allows people to buy it for themselves too,” says Cassidy.

About 30% of sales are in the UK, and Cassidy is hoping the Fragrance Club will set P&W’s online business alight and give it the leeway to expand further abroad. As things stand, the majority of its sales come during the dark winter months.

“You’ve got to go online,” says Cassidy. “Every brand has to have a social media presence. If you’re not in, you can’t win.”

 

 

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