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Cincinnati, OH Sales: $550 million (est.) Key Personnel: Scott Meader, CEO Major Products: Candles and home scent products Comments: Luminex’s home scent business includes Candle-lite and PartyLite. In December 2021, Global Consumer Acquisition Corp. (GCAC) entered into agreements with GP Global Limited (which has a stake in MVP Group International) and Luminex Home Decor & Fragrance Holding Corporation to acquire their home fragrance businesses, which include venerable home scent brands Colonial Candle (MVP) and Candle-lite as others such as Manly Indulgence, CL Co and PartyLite. That new entity will be operating as Ascense Brands—that is, when the deal closes. On June 6, 2022, GACQ extended the time to complete the deal from June 11, 2022 to Sept. 11, 2022. When the proposed deal was first announced, GACQ Co-Chairman and CEO Rohan Ajila said GACQ’s aim was to “grow Ascense Brands’ air care platform into a billion-dollar business within the next three years, focusing on growing our brands and private label segments as well as leveraging value added acquisitions across the globe including Asia & India. We believe that Ascense Brands will become a market leader in the US air care private label space with approximately 35% market share and strong growth potential.”
Cincinnati, OH Sales: $550 million (est.)
Key Personnel: Scott Meader, CEO
Major Products: Candles and home scent products
Comments: Luminex’s home scent business includes Candle-lite and PartyLite.
In December 2021, Global Consumer Acquisition Corp. (GCAC) entered into agreements with GP Global Limited (which has a stake in MVP Group International) and Luminex Home Decor & Fragrance Holding Corporation to acquire their home fragrance businesses, which include venerable home scent brands Colonial Candle (MVP) and Candle-lite as others such as Manly Indulgence, CL Co and PartyLite. That new entity will be operating as Ascense Brands—that is, when the deal closes. On June 6, 2022, GACQ extended the time to complete the deal from June 11, 2022 to Sept. 11, 2022.
When the proposed deal was first announced, GACQ Co-Chairman and CEO Rohan Ajila said GACQ’s aim was to “grow Ascense Brands’ air care platform into a billion-dollar business within the next three years, focusing on growing our brands and private label segments as well as leveraging value added acquisitions across the globe including Asia & India. We believe that Ascense Brands will become a market leader in the US air care private label space with approximately 35% market share and strong growth potential.”
Cincinnati, OH www.Luminexhdf.com Sales: $495 million
Sales: $495 million (estimated).
Borne from the acquisition of PartyLite and Candle-lite, Luminex is one of the biggest players in the home fragrance category. Yet, both brands remain unique. The two companies operate as wholly owned subsidiaries of Luminex and have the goal of creating a leading global home décor and fragrance company, leveraging their research, development and product development efforts and ensuring broad consumer reach.
Candle-lite was founded in Cincinnati in 1840 and is a designer, manufacturer and wholesaler of candles and home fragrance products for the mass merchant, food and drug retail outlets in the US. PartyLite, founded more than 40 years ago, is a global home décor and fragrance direct selling company that offers a large portfolio of premium candles, flameless products, and home décor accessories through its network of 45,000 sales consultants operating in 24 countries.
Industry sources put US candle sales at about $2.3 billion and growing less than 3% a year.
Cincinnati, OH luminexhdf.com
Sales: $483 million (estimated).
Borne from the acquisition of PartyLite and Candle-lite, Luminex is one of the biggest players in the home fragrance category. Yet, both brands remain unique.
PartyLite celebrates its 45th anniversary this year, but the company notes its history runs much deeper. In 1909, a school teacher named Mabel Baker founded the candle company that would eventually become PartyLite. Using the berries from the marshes and bogs around her home in Cape Cod, MA, she made scented candles to give to relatives and friends. Her hobby soon became a profession as the candles, with their natural fragrances, attracted more and more fans. The company grew and, in 1973, it became PartyLite.
Blue Ash, OH www.luminexhdf.com
Sales: $480 million.
It’s been a year since The Carlyle Group teamed up with Centre Lane Partners, LLC to create Luminex Home Décor & Fragrance Holding Company. Following the move, CEO Calvin Johnston noted that the two brands brought under the umbrella—Candle-lite and PartyLite—had very little overlap. Candle-lite was primarily focused on North American retail, while PartyLite’s biggest business is in Europe. Now, infrastructure is being leveraged to expand both businesses into new markets.
In September, the company appointed Martin Köhler as president of PartyLite Worldwide. He had been president of PartyLite Europe.
Blue Ash, OH 513.563.1113 www.luminexhdf.com
Sales: $500 million
The Carlyle Group—which acquired Blyth, including the PartyLite candle business in October 2015—recently announced that it was joining forces with Centre Lane Partners LLC to create Luminex Home Décor & Fragrance Holding Corp., an umbrella company that will also include a venerable competitor in the candle category—Candle-lite Company.
Founded in 1840, Candle-lite Company sells candles and home fragrance products for the mass merchant, food, and drug retail outlets in the US, and has an almost one million-square-foot manufacturing and distribution facility in Leesburg, OH. It invested about $12 million in that facility last year, adding new production equipment and making other improvements.
The two companies will now operate as wholly-owned subsidiaries of Luminex HD&F, and will “establish the foundation to create a leading global omni-channel home décor and fragrance company, leverage their R&D and product development efforts, and ensure broad consumer reach by both companies,” Carlyle announced in May.
Candle-lite’s CEO Calvin Johnston will serve as chief executive of the combined companies; he will also serve on Luminex’s board of directors, along with representatives from The Carlyle Group and Centre Lane Partners.
“Our teams are excited by the opportunities and growth potential the combination of these two great companies offers,” said Johnston. “This structure will enable us to leverage the strengths and capabilities of both businesses, allow us to serve our existing customers and consultants better, and provide a platform for growth by entering new product categories and markets over the coming years.”
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