Sales: $481 million.
Key Personnel: Orville Thompson, chief executive officer and co-owner; Heidi Thompson, president and co-owner; Mark Stastny, chief marketing officer.
Major Products: Home fragrances including scented wickless candles and personal fragrance products sold under the Layers by Scentsy brand.
New Products: Warmers including Lace, Bronze Vine, Metal Petal, Rustic Bloom, Cobbled Leather and Henna; Scentsy Man Atlas Cedar and Shaka scents; Simply Nashi Pear scents; Spa Rosemary Mint and Zen Garden scents.
Comments: Scentsy marks its 10th anniversary this year, but the celebrations are low-key, as company sales fell 14% in 2013, due to a slowdown in the US. Company co-founder Orville Thompson remains upbeat, telling the Idaho Statesman that he expects sales to stabilize in the future and to remain profitable.
“We knew there would be an overall correction,” he said. “Just like there’s hype and hope that amplifies success, when the trajectory changes, there’s doom and gloom.”
The company’s flagship fragrance products account for more than 90% of sales. To diversify, Scentsy expanded into body products and sprays, but the new items haven’t captured customers’ attention yet. In an effort to tap new consumers and new categories, Scentsy launched Grace Adele handbags and jewelry, and Velata kitchenware and fondue.
Unfortunately, obsevers note, when a direct seller makes a move into such disparate categories, it’s usually a sign of desperation, not inspiration or innovation.
This Summer, Scentsy will donate $6.50 from every Roosevelt the Rabbit purchase ($30) to the March of Dimes “imbornto” campaign, a movement dedicated to continued research and education responsible for helping more mothers have healthy, full-term pregnancies.