06.09.23
Curio Brands, the parent company of Thymes and Capri Blue, has acquired nostalgic candle maker Otherland.
According to its website, Curio Brands makes “beautifully designed beauty, bath and home products that enhance life’s big and small moments through fragrance.”
About Otherland
Otherland was founded in 2017 by Abigail Cook Stone and is distributed in major retailers including Sephora, Nordstrom and Anthropologie. Some of its bestsellers include its “Carefree 90s,” “Garden Party” and “Beach” collections and retail for $36 each. It is known for its coconut and soy wax blend emitting nostalgic aromas with a 100% cotton wick.
Stone told media that the brand being plugged into the Curio platform makes better sense, given its burgeoning growth from a digitally native offering to expanding its omnichannel footprint in recent months, which can open avenues like Amazon and wholesale expansion for greater lucrativeness.
Stone, previously an art buyer for Ralph Lauren, said she used her experience to create Otherland -- distinguishable by its artful packaging—a driving force in selling fragrances online before consumers have a chance to smell it. The strategy paid off; the brand reportedly reached $10 million in sales last year.