Curio Brands, an omnichannel designer and marketer of branded fragrances, Capri Blue and Thymes, acquired candle startup Otherland.
WHO: Otherland launched in 2017 as a direct-to-consumer candle and home fragrance brand and is now also sold at Anthropologie, Sephora, and Nordstrom. Otherland's focus is on creating a candle and home fragrance brand for Gen Z and millennials at the intersection of culture, wellness, and experiences.
Curio Brands is a designer and marketer of luxury branded fragrances across the home fragrance and beauty and wellness categories. Curio Brands is home to Capri Blue and its cult favorite fragrance, Volcano; and Thymes, with the iconic fragrance Frasier Fir. Curio products are sold through over 11,000 retail locations including major retailers, independent specialty stores, and international sellers, as well as through Amazon and its own brands’ websites.
IN THEIR OWN WORDS: “We are thrilled to join forces with Otherland, a direct-to-consumer powerhouse brand that inspires remarkable passion from millennial and Gen Z consumers,” said Anne Sempowski Ward, CEO of Curio Brands. “We have admired Otherland for its beautiful design, evocative fragrances, and progressive direct-to-consumer marketing approach.”
Ward added, “Capri Blue and Thymes were also founded by entrepreneurs and have experienced the joys and challenges that come with rapid growth, so we are especially excited to partner with Otherland on this next phase of its dynamic journey."
“I am so excited to have Otherland join the Curio family of brands,” said Abigail Cook Stone, CEO and co-founder of Otherland. “Since Sayyid [Markar] and I founded Otherland in 2017, our goal has been to make beautiful, luxury-quality candles accessible. Curio’s expertise and scale will bring Otherland to new channels and consumers.” She added, “I’m looking forward to being a part of this high growth and helping chart the next phase of growth for Otherland.”
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