Chip and Joanna Gaines are expanding their popular Magnolia brand to include two new candle subscriptions, which launched last week. Magnolia features two subscription options, a seasonal candle subscription and a signature scent candle subscription. Both candle subscriptions are priced at $96, not including shipping and taxes, for four quarterly shipments of 11-ounce candles. The candles, which come with a small glass bottle with matches starting with the second shipment, burn for about 55 hours each. The candles are made with phthalate-free wax and include a cotton wick in a glass container.
The candle subscription offers a $4 savings per candle as well as $18 in savings on shipping costs. Gift subscriptions are available. Unlike so many other subscriptions, the candle subscriptions do not auto-renew.
Seasonal candle subscription
The seasonal candle subscription includes the following candles:
| Scent | Shipping Date | Scent Notes |
| Fresh Start | Now | Grapefruit, salt, mineral |
| Daybreak | May | Orange, peach, heliotrope |
| Gathered | August | Pumpkin, coffee, nutmeg |
| Twelve Nights | October | Cedar, citrus, Fraser fir |
Signature candle subscription
The signature candle subscription includes some of the brand’s newest signature scents which were personally selected by Joanna Gaines. It features the following candles:
| Scent | Shipping Date | Scent Notes |
| Linen | Now | Cotton, jasmine |
| Greenhouse | May | Cucumber, thyme, melon |
| Library | August | Bergamot, clove, firewood |
| Stay A While | October | Green tea, lavender |
According to Southern Living, Magnolia’s seasonal scents are so popular that they sell out quickly, so offering a subscription helps subscribers secure their favorite candles, while also helping the brand plan for and maintenance inventory.
Expanding the Magnolia product line
Chip and Joanne Gaines, stars of the Fixer Upper series, launched their home décor and lifestyle brand Magnolia in 2015. They offer their products including housewares, furniture, storage, home décor and more through their website, Magnolia.com and through retail stores including Target, Bed Bath & Beyond.
Candle subscription competitors
The Gaines’ candle subscriptions are not the only game in town. There are other retailers with candle subscriptions, including Yankee Candle who launched a candle subscription service last summer. The Yankee Candle Fragrance Flight subscription delivers three candles to subscribers every 13 weeks, based on their scent preferences, for $30 per shipment.
“We are constantly seeking to deliver consumer experiences that evolve with their shopping behaviors,” said Justin Swenson, vice president of digital experience for the Yankee Candle Company, in the August 6 announcement. “Our subscription program allows consumers to receive products they love on a predictable cadence. Our partnership with Ordergroove gives us the ability to build strong, long lasting relationships with our customers.”
Cratejoy offers a list of other candle subscriptions, many of which have similar price points and offerings: The Rustic Barn (soy candles), Vonroma, Purple Vertigo Candle Club (vegan soy candles) and Parker Candle Co., to name a few.
Insider Take
It should not come as a surprise that consumers spent more on their homes, home furnishings, décor and home improvement last year than normal. In a survey of 1,021 people by Cinch Home Services last year, 52% of respondents said they spent more on home-related purchases with an average spend of $1,350. Home décor was the third highest category of spending. If we have to be stuck at home, why not be comfortable, right?
That makes this a good time for a candle subscription, and Magnolia is doing it right. They are taking a product they know people love and that they often sell out of, and they are filling that need in a way that is more affordable and more convenient. It’s an easy sell really, and we expect this venture to be successful.
