Yankee Candle is rebranding to regain relevancy amid sales declines

Yankee Candle is unveiling a rebrand on Wednesday, part of a larger strategy to gain relevancy with younger shoppers and turn around declining sales.

The rebrand features a new logo and new wax formulation, on top of new behind-the-scenes strategies to juice up its marketing and invest more heavily in its store footprint. Aaron Swart, who became the svp and gm of home fragrance at Yankee Candle’s owner Newell Brands last summer, told Modern Retail a relaunch was necessary due to sales slumps, an outdated look and a need to appeal to younger customers to drive growth.

Yankee Candle is rebranding to regain relevancy amid sales declines – Modern Retail

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