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Advertising Feature


Seriously Scented


The foundation for Best Kept Secrets continued success has been the ‘Seriously Scented’ Candle Tin range. Denise Edwards, director of Best Kept Secrets said: ‘We have always been able to extend the range and now have 60 different fragrances, so there is something for everyone and every setting. An exceptional burn rate of over 50 hours each ensures they represent great value, and customers just keep coming back and back for more of their favourites. Classic Cotton, Freshly Baked Shortbread & Tuscan Velvet are just


some of the all-year favourites, and Christmas wouldn’t be the same without Hot Cinnamon and Yuletide Cheer.’ However, Best Kept Secrets is not a one product company and now has a wide range of fragranced gifts and products. Glass Candles, Wax Heart Melts, a newly packaged Diffuser range, Natural Handmade Bath Bursts, Natural Handmade Soap and now a stunning collection of Fragranced Gifts has ensured that Best Kept Secrets has evolved from being a candles company into a leading fragranced products supplier to a wide range of retailers. Denise said: ‘We like to think of ourselves as a one-stop-shop for all


things ‘Seriously Scented’, and this approach resonates well with our great customers. Our success has been driven by developing an excellent reputation for customer service, matched by an ability to develop innovative high quality products. We have retained many of our original customers for over 10 years, and this has been driven by forming a long term relationship and point of contact which is really valuable.’ ‘We have a simple ethos, which is to provide the best possible


product at a sensible price, and treat every customer with honesty and integrity.’ Innovation is vitally important in a business like Best Kept Secrets


because trends change and for any business to succeed in the longer term, there is a constant focus on the next generation of products.


44 Giftware Review & Home Interiors November / December 2015


Acquisitions of other established fragranced product companies have led to big opportunities and a rapid increase in product ranges. Natural Handmade


Soaps of the highest quality made by the traditional cold process method were added to the portfolio in 2013. Denise & Alan Edwards saw this as an opportunity to expand their product range in the fragrance product market. The Soaperie was opened alongside the candle manufacturing facility and the team set about production of traditional soap bars following the highest standards. The acquisition has proved a great success. There are thirty great soaps to choose from and attractive point of sale. In late 2014, Best Kept Secrets acquired Sepia. Sepia had a reputation for innovative fragranced gifts. The product range is based around small fragranced gifts in attractive small bags and boxes, all aimed at the under ten pound market. The gift range offers outstanding value and have already been a huge success for the business. Best Kept Secrets attend all the major UK trade shows - Spring and


Autumn Fairs at NEC, Birmingham and SECC Glasgow and also Home & Gift in Harrogate. Trade shows are the perfect showcase for new and extended product ranges, but most importantly it is a vital opportunity to catch up with the retailers. Best Kept Secrets will be at


Scotland’s Trade Fair at SECC Glasgow in January on stand H2 with new products in their candle tin range. Alan Edwards commented: ‘After almost 3 years of acquisitions and product innovation, we intend to use 2016 to consolidate our customer base, with great new products, exceptional quality and the customer service which has helped build our reputation.


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