Art of Scent is a candle and homeware private label range created for Zhongnam South Star (ZSS).
Zhongnam South Star (ZSS) is one of the top 5 Chinese candle and diffuser manufacturers (by US$ turnover), based in Guandong Province. For this I teamed with creative director, homeware and fragrance expert Ian Middleton from Brand Commander, with whom I’ve worked for over 20 years. Together we’ve been working with ZSS for about 6 years.
We started helping them with new ranges for Tesco, Walmart and ASDA as well as providing creative and account management services for their UK-based clients.
Over the years we’ve developed a strong symbiotic relationship – we’ve helped them grow their UK business by over 680% in the past 5 years.
13% of their $30m revenue comes from their domestic Asian market so in 2017 the factory tasked us to create its own brand: Art Of Scent. The brand is performing strongly, every year they bring up to 6 new ranges to market.