RHS and Wax Lyrical present Wildscents: a new home fragrance range

The Royal Horticultural Society (RHS) has announced Wildscents – the latest range in a highly successful partnership with Wax Lyrical, the UK’s largest manufacturer of home fragrances

Wax Lyrical’s new RHS Wildscents range is a collection of floral-inspired candles and reed diffusers that follows the popular homeware trend of incorporating insect and wildlife elements into the home. All Wax Lyrical products are 100% fragranced and made in England in the heart of the Lake District. Each candle and diffuser, all of which come in a fine china vessel with gold detail, is available in four scents: fresh and floral Water Lily and Bergamot; lush Black Cherry and Rose; warm and refreshing Oriental Orchid and Cedar; and vibrant Sunflower and Amber.

The range will reach retail this summer. It is expected to be stocked by a number of garden centres, including the Klondyke Group, Pennells Garden Centre, Wentworth Garden Centre, Gordale Garden Centre, Van Hagues, Tong Garden Centre, Bosworth Garden Centre and Four Seasons Garden Centre. It will also be available on the Wax Lyrical website.

The core market for the Wax Lyrical RHS ranges is mainly adult females with a strong interest in gardening and interior design and decoration, but there is also a strong secondary market of gift buyers of both sexes from young adult up.

The product design and packaging of the Wildscents range features original botanical illustrations hand-picked from the RHS Lindley Collections, the world’s finest collection of botanical art and literature, along with the RHS logo. For every product sold, Wax Lyrical makes a contribution to the RHS.

The RHS has worked with Wax Lyrical, re-creating beautiful British garden fragrances in a number of products, for over ten years. Otherhighly successful collaborationsinclude the RHS Fragrant Garden range, which is still available,and the RHS Classic Garden range.

Warren Gell, Commercial Director, Wax Lyrical, says: “The RHS has been a marvellous partner to Wax Lyrical for more than ten years, and continues to inspire fragrances and product designs that are both unique and popular. We are delighted to be working with the RHS once again on the Wildscents range.”

Cathy Snow, RHS Licensing Manager, says: “Wildscents is another winning fragrance concept brought to vibrant and appealing life by Wax Lyrical in these candles and diffusers. Our partnership with this leading UK manufacturer of home fragranceshas always delivered marvellous results and will, I’m sure, continue to do so as it enters its second decade.”

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