50 years since the launch of the iconic Yankee Candle apothecary jar, we visit their brand home, where every day is Christmas.
Yankee Candle is the biggest and most recognised scented candle maker in the world, and has been igniting memories for over 50 years.
As with many global brands, Yankee Candle has humble origins. This brand's story starts with a broke 16-year-old boy and a homemade Christmas gift for his mother. From these small beginnings, a multi-million dollar company flourished.
Yankee Candle sell online and through approximately 500 of their own brand retail stores, in the United States and beyond. They also distribute and sell products through a wholesale customer network of tens of thousands of stores worldwide. And it's still successful. The brand posted $844.2M in revenue in 2023.
The highly competitive scented candle market has reacted to changing consumer demands and the global market trends for wellness and self-care, especially post pandemic. Wax-filled container candles lead the market, and there is growing demand for sustainable, eco friendly products, such as beeswax and soy, with many customers seeking premium products, with a story behind them, that can often be personalised. It seems we are all looking for things to boost our mood, and what better than the versatile candle?
"The global scented candles market size is projected to reach USD 589.93 million by 2031, registering a CAGR of 4.3% during the projected period (2023–2031)." (Straits Research, Nov 2023)
Despite its enormous global success, and various company takeovers, Yankee Candle remains extremely committed to its Massachusetts roots. So we found ourselves taking a pitstop in South Deerfield, at the "Scenter of the Universe."
The brand history
Just before Christmas 1969, 16 year old Mike Kittredge found himself without a gift for his mother. Slight hitch, he was broke.
In a flash of genius, Mike collected his childhood crayons and melted them down in a pot on the stove. He poured the liquid into an empty milk container and popped in a wick. Gift sorted.
A visiting neighbour was impressed and asked if the candle was for sale. Mike saw an opportunity, and proceeded to sell the candle for $1.36. Mike now had the means to buy supplies. With a box of paraffin from the local grocery store, he made two more milk-carton candles. Selling one, he gave the other to his Mom for Christmas.
The simple candles were a neighbourhood hit. Mike couldn’t make them fast enough. Perpetually reinvesting all the profits in more wax, his childhood home was soon overflowing with supplies and inventory.
In 1973 Mike moved production, storage and sales into a former paper mill in nearby Holyoke, Massachusetts. The first of the famous apothecary jar candles launched the following year.
By 1982 the Yankee Candle Company employed over thirty workers, and the mill was at capacity. Needing even more space, Mike looked out of the city, to rural South Deerfield, Massachusetts, twenty miles to the north.
A new factory, with an additional 1,600 square foot factory store, opened in November 1983, and sales hit the $1 million mark.
Yankee Candle Village, as the factory store was called, quickly became one of the largest tourist attractions in New England, visited by hundreds of thousands of families each year.
South Deerfield remains the brand's HQ and Yankee Candle employ over 6000 people across the world. The factory runs seven days a week, 24 hours a day. Each year it uses 64 million pounds of wax in order to make over 85 million jar candles, and also produces over 15 million flameless wax products. Many employees have stayed with the company for decades, appreciating the company’s commitment to a healthy work-life balance and culture.
Since 1993, Yankee Candle has had several owners. Kittredge sold 90% of the brand in 1998 for $500 million to the private equity firm Forstmann Little, who took the brand public the following year.
In 2013, the Jarden Corporation (a leading global consumer products company that are now part of Newell Brands, owners of the Sharpie and Rubbermaid brands), bought Yankee Candle for $1.75 billion. Yankee Candle has since expanded its manufacturing operations, adding lines for Newell Brand companies, Chesapeake Bay Candle Co., and WoodWick Candles. To cope with overseas demand, the brand opened a manufacturing facility in the Czech Republic in 2016. In that same year Yankee Candle Company hit $1 billion in annual sales.
In recent years, Yankee Candle has focused on innovation and sustainability, introducing new candle formulations, such as soy wax blends and natural, essential oil-based fragrances. The company has also implemented sustainability initiatives, aimed at reducing its environmental impact, including eco-friendly packaging. Yankee Candle continues to adapt to changing consumer preferences, offering seasonal collections, limited edition scents, and collaborations with popular brands and designers.
The musical, civic minded and philanthropic Yankee Candle founder, Michael Kittredge, sadly died aged just 67 in 2019. He had battled ill health for several years, surviving cancer twice and a stroke. His legacy can be found in homes across the globe, and his pioneering destination retail concept continues to draw the crowds to the brand's Massachusetts home.
The Visitor Centre design
You can lose all track of time in Yankee Candle Village's winding, cavernous showrooms. The attraction is free to enter and has more than 400,000 candles under one roof, hence why it is known as the "Scenter of the Universe.”
Over 3 million visitors make the pilgrimage to the flagship store every year. Since it opened in 1983, the store has seen several expansions. Its largest expansion, in 1993, took it to nearly 90,000 square feet, with the addition of the Bavarian Village, a year-round Christmas section, where snowflakes fall from the ceiling every four minutes.
In 2005 a 45,000-square-foot flagship store was opened in Williamsburg, Virginia, though this closed in 2021.
Santa's workshop and Bavarian Christmas Village
Certainly one of the most popular draws for visitors is the year round fun found in the Christmas Village, where it does indeed snow every four minutes. Founder Mike Kittredge created the holiday wonderland having been inspired on a trip to Germany's famous Christmas markets.
The first section is dedicated to a vast collection of items for those wanting to create model villages or Christmas dioramas.
There is something here for everyone and the displays are detailed and impressive.
The Bavarian Village has over 100,000 Christmas ornaments arranged in sections within Disney style sets.
There is so much to look at here and I couldn't resist purchasing a bagpipe playing, kilt wearing Santa for my tree back in Scotland.
There are plenty of selfie stations around the store, to allow visitors to capture those memories of their visits.
The store is not too precious about their displays either. Everything is a sales opportunity.
The level of detail is impressive.
Next up was a trip to Santa's workshop, but sadly the main man was busy. It was May after all.
The giant toy shop will test any parent's resolve.
The walls are covered in giant toy and board game themed cutouts.
There are plenty of opportunities for little ones to get involved, with letters to Santa encouraged and several displays they can climb on or play with.
There is even a Build-A-Bear® Workshop for the little ones, where they can make a furry friend to take home.
Wax Works
The Candle Making area provides over 125 experiences a week, and the concept is currently being tested in seven stores in the United States.
Visitors can make their own layered candle by filling jars with different coloured melted wax.
If that is not your thing, then visitors can take a premade wax shape and dip them into coloured wax.
Or you could personalise candle jars with your own photo and message.
I wanted a visitor experience where I could play with scent, so headed for the Candle Bar, to create my own signature fragrance.
I set to work choosing my favourite scents from the vast collection on offer. You are spoilt for choice.
I narrowed down my final three. My candle would smell of my favourite dessert, notes of IPA with a hint of Werther's candies. The assistant looked rather quizzically at me. "We've never made that combination before," he said with a wry smile. I started to doubt myself.
Visitors are handed bottles of essential oils and it is up to you how many drops you add. One drop at a time, sniffing in between, I got down to the final combination.
A quick swirl into some candle wax and a wick was added.
45 minutes later, just as the store was closing, I collected my candle. It smelt amazing. I shouldn't have doubted myself. In fact, once lit at home, it smells even better, lasts for ages and reminds me of my Yankee Candle experience. Maybe they should roll out this combo and name it after me?
Candle Emporium
As you'd expect there is an enormous area within Yankee Candle Village filled with the over 200 scents that the brand make. There are jars with multiple wicks, votives, wax melts, scented accessories such as car jars, car vent sticks, room sprays, and more, as well as a sale section and a desk where you can make your own candle hamper.
They even give out handy tips on how to look after your candle when you get it home.
And if a candle isn't your thing, then how about their exclusive bears Tucker and Chase.
Home Store
Turning round another corner within the store and visitors come across a homewares section, which spans across several vast rooms, offering tableware, linens, clothing and travel accessories.
General Store
Visitors in need of some provisions to take home can head to the General Store, with its toy train track running overhead.
And if you are still hungry, then there's Popcornopolis and a giant candy store with over 125 different types of candy.
Needing something else to eat, then there are snack stations in the shop, or head to the on site Powder Hollow Brewery or Hillside Pizza Café, or you can just bring a picnic.
Outside
The peaceful garden area provides visitors a break from the shopping and a place to unwind.
Check out the brick path too for a nice touch recognising employee long service.
In conclusion
This sprawling flagship factory store offers a wealth of entertainment for its 3 million annual visitors, presenting boundless opportunities for destination retail marketing.
The village draws not only dedicated customers but also curious tourists. Despite fierce competition in the candle marketplace, Yankee Candle has managed to sustain a loyal following, a feat made all the more impressive by the multitude of outlets—from specialist stores and supermarkets to online platforms. The brand's widespread recognition can sometimes lead to it being taken for granted, but this corporate visitor attraction truly sets Yankee Candle apart.
In a crowded market, Yankee Candle has long navigated the challenge of innovation. Adapting to trends has been crucial, and the growing demand for sustainability has led customers to upcycle the brand’s iconic glass jars, both in-store and online, giving them new life. As eco-friendly products become increasingly sought-after, expect further innovations from Yankee Candle in this area.
The store’s visual merchandising is thoughtfully designed, with seasonal displays and in-store events ensuring that each visit offers something new. Although the Candle Making Museum, featuring live demonstrations on the history of candles, was closed for refurbishment during my visit, it promises to add an educational dimension to future visits.
With average visits lasting over three hours, there is ample opportunity to immerse yourself in the activities and shopping experiences.
This is nostalgic, low-tech fun with hands-on opportunities to create something unique. The Yankee Candle Village is more than just a store; it’s a destination that seamlessly blends tradition, innovation, and family-friendly enjoyment. Whether you’re planning a day trip, seeking gift inspiration, or simply looking for a magical escape, Yankee Candle Village has something for everyone.
I encourage you to ignite your curiosity and embrace this sensorial adventure.
How long was the visit?
We were there for 3 hours and still didn't finish everything.
How much are tickets?
Entrance is free and you can pay extra for a few of the candle based activities.
We paid for our candle making session and this was not part of any advertising.
Opening times
It's always worth checking with Yankee Candle Village for their current opening times, as they can vary.
When we visited they were open every day from 10am until 6pm.
The Yankee Candle complex is handicapped accessible: Complimentary wheelchairs are available.
Getting here:
We arrived at Yankee Candle Village by car as we were driving from Boston, Massachusetts to Rochester, New York. The Yankee Candle Village was the perfect pit stop on our 6 hour drive, and is a 2 hour drive from Boston. It is much tougher to get here on public transport, so I advise against this.
Address
25 Greenfield Road, South Deerfield, MA 01373
Website: Yankee Candle Village
What else is there to see close by:
If you travel a little further afield, the city of Springfield is a 30-minute drive away from the Yankee Candle Village and was the birthplace of legendary American writer and illustrator of children's books Dr. Seuss, who's legacy has been celebrated with the Amazing World of Dr. Seuss Museum, which opened in 2017.
There are statues dotted around the city too of characters such as the Grinch, the Lorax and the Cat in the Hat. The city boasts colourful Victorian mansions on bluffs overlooking the Connecticut River and a city park, designed by the same person who designed Central Park and many others, Frederick Law Olmsted. But the biggest draw for the city is undoubtedly the Naismith Basketball Hall of Fame, which I sadly did not have time for. Springfield is where basketball was born and the Hall of Fame recently completed a $25-million capital campaign to upgrade the entire facility.
Why should you visit Springfield? "If you never did, you should. These things are fun and fun is good," said the Cat in the Hat.
Step back in time at the Historic Deerfield Museum, just a stone's throw from the Yankee Candle Village. 11 historic house museums, and the Flynt Center of Early New England Life, is where visitors can get a first hand look at what life was like in early America.
The Berkshires is always a scenic and artistic destination, and art lovers should check out the Norman Rockwell Museum in Stockbridge, home to the world's largest and most significant collection of Rockwell drawings, advertisements, paintings and magazine covers. Best known for his prolific sentimental paintings of modern America, especially his Saturday Evening Post magazine covers, Norman Rockwell has more recently been recognised for his contributions to the country's political and social discourse, often depicting racial injustice in support of the civil rights movement.
Visited: May 2023
Photographs: ©Julie White unless noted otherwise
Disclaimer - The views and opinions expressed are solely my own. I paid for the tours in full and any comments reflect my personal experiences on that day. Please drink responsibly. Please visit and garner your own thoughts and feel free to research the brand and the visitor centre in question.
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