How Krysten Kauder Built Candier into the Candle Brand Everyone Wants on Their Shelf
An inside look at the strategy, branding, and bold moves behind Candier’s rise.
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In the bustling world of home fragrances, Candier by Ryan Porter stands out with its cheeky charm and sassy scents. At the helm of this aromatic adventure is Krysten Kauder, a visionary entrepreneur who transformed a flicker of inspiration into a blazing brand. With candles that don't just illuminate spaces but also spark conversations, Candier has become the go-to for those seeking a blend of humor, style, and delightful aromas. Let's unravel the waxy tale of how Krysten built and scaled this fragrant phenomenon.
The Spark of an Idea
Krysten's journey into the entrepreneurial spotlight wasn't a straight path down a scented aisle. With a background in fashion merchandising from The Ohio State University, she dabbled in various roles within the fashion and media industries. However, it was her desire to add a playful twist to personal accessories that led her to create Ryan Porter, a brand specializing in personalized jewelry. The name "Ryan" being a family name and "Porter" meaning "to wear" in French, the brand was a nod to her roots and fashion sensibilities.
The pivot to candles came when Krysten identified a gap in the market for home fragrances that were both high-quality and infused with personality. She envisioned candles that not only smelled divine but also carried bold, witty messages that resonated with a modern audience. Thus, Candier was born—a brand that marries delightful scents with sassy statements, making candles the new conversation starters.
Crafting a Unique Brand Identity
In a market saturated with vanilla (both literally and figuratively), standing out required more than just a pleasant aroma. Krysten infused Candier with a distinct personality:
Sassy Messaging: Each candle comes adorned with cheeky phrases and bold statements, transforming a simple home accessory into a statement piece. This playful branding struck a chord with consumers seeking products that reflect their own vibrant personalities.
Aesthetic Appeal: Beyond the scents, Candier candles are designed to be visually captivating. From pastel hues to glittery finishes, the products are Instagram-ready, catering to a social media-savvy audience that loves to share their latest finds.
Quality Ingredients: Understanding the substance matters as much as style, Krysten ensured that Candier candles are made from natural soy wax, offering a cleaner and longer burn. This commitment to quality helped build trust and loyalty among customers.
Illuminating the Market: Scaling Strategies
Building a brand is one thing; scaling it to a recognizable name is another ballgame. Here's how Krysten fanned the flames of Candier's growth:
1. Strategic Collaborations
Partnering with established brands opened new avenues for Candier. A notable collaboration was with Vlasic, resulting in a pickle-scented candle housed in a real pickle jar. This quirky product garnered significant media attention, showcasing Candier's ability to blend novelty with nostalgia.
2. Leveraging Social Media
Candier's bold and relatable branding made it a natural fit for social media platforms. By encouraging user-generated content and collaborating with influencers, the brand amplified its reach. The shareability of the candles' witty messages turned customers into brand ambassadors, each post lighting up interest across platforms.
3. Expanding Product Lines
Diversification played a key role in Candier's scaling strategy. Beyond candles, the brand introduced accessories like match holders and room sprays, catering to a broader range of customer needs and increasing the average order value. This expansion not only boosted sales but also reinforced Candier's position as a lifestyle brand.
4. Retail Partnerships
Securing shelf space in major retailers like Urban Outfitters and Nordstrom elevated Candier's visibility. These partnerships provided access to a wider customer base and lent credibility to the brand, positioning it alongside other established names in the lifestyle sector.
5. Commitment to Sustainability
In an era where consumers are increasingly eco-conscious, Candier's use of natural soy wax and eco-friendly packaging resonated with the market. By highlighting these sustainable practices, the brand appealed to a demographic that values both style and environmental responsibility.
The Glow Continues
Krysten Kauder's journey with Candier exemplifies how a blend of creativity, strategic thinking, and a dash of sass can transform a simple idea into a thriving brand. By understanding her audience and daring to be different, she carved out a niche in the competitive world of home fragrances. As Candier continues to glow in homes and on social feeds, it's clear that Krysten's flame of innovation shows no signs of dimming.
