Help us set our business alight

Dear Biz

We were tired of seeing the same old candles and diffusers so we’ve have launched a family-run business, wiff.co.uk, selling our own exciting range which is made in Britain.

We currently have five luxury candles and reed diffusers including Bloomin’ Marvellous (a mix of Rose and Tuberose), Game Set & Match (a blend of champagne, strawberry and vanilla) and Hello Sunshine, which is a zesty grapefruit. Our prices start from £25 and people can buy via our website and in a number of independent shops.

We are doing really well but have ambitions for the brand and plan to launch nationally over the next 12 months. What steps could we take to help improve our chances in a competitive arena. We’d love to get our products into shops like John Lewis.

Biz replies:

You have entered a very competitive market with a lot of big and established brands already selling similar products. But it’s is an area that is also very popular.

You need to do some thorough research and work out which shops you think your products suit the best, bearing in mind your presentation and packaging, range and price.

Buyers at big stores are always looking for the next big seller and they need a constant supply of new products to liven up their range. Check their individual websites for how they prefer to be contacted by potential new suppliers for the best chance of success.

Ensure you are able to produce the volumes they may require and make sure you get your sums right on the pricing for bulk buys – you need to make sufficient profit and shops will want a decent cut too.

Spread the word about your products by creating a stir on social media, encouraging customers to share their views.

Send samples to the homes and interior editors on newspapers and specialist magazines as well as interior designers.

Take every possible opportunity you spot to bring your range to the attention of the masses.