Ben Carter
The beloved American candle brand Illuminations, which captivated consumers for over a decade, left the retail landscape in 2009. However, the iconic brand made a comeback in September 2019, with a modern twist and online availability. The new Illuminations lineup featured 12 signature scented candles, including nine original scents and three updates of former favorites. The brand's rebirth was driven by Mitch Davis, a loyal former customer who wanted to rekindle the dream of Illuminations' founder, Wally Arnold, to bring the warmth and ambiance of candlelight to everyday spaces.
| Characteristics | Values |
|---|---|
| Year founded | 1996 |
| Year closed | 2009 |
| Year re-opened | 2019 |
| Founder | Wally Arnold |
| Re-launcher | Mitch Davis |
| Product | Candles and home décor |
| Product features | All-natural coconut and apricot wax, 100% cotton wicks, finest-quality fragrances |
| Product range | 12 scents, including Cranberry Orange, Gardenia, Indonesian Patchouli Cedarwood, Lavender Fields, Napa Valley Harvest, Pumpkin Spice, Vanilla Spice |
| Business model | Online availability only |
| Company ethos | Community involvement, charitable giving |
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What You'll Learn
The brand's history and ethos
The ILLUMINATIONS candle company was born in 1996 when founder Wally Arnold, inspired by the dancing light pattern of a candelabra he saw in a shop window in London, decided to bring his passion for candles to the United States. The brand quickly grew to over 1700 employees and a coast-to-coast network of 83 stores, with a strong focus on community involvement. The dark wood-trimmed ILLUMINATIONS stores became hubs of community, centred on sharing skills and evolving ideas, and offering seasonally redesigned store displays.
In 2006, the brand was acquired by Yankee Candle, and three years later, in 2009, the final ILLUMINATIONS candles were sold as the company succumbed to recession pressures. For over a decade, the brand left a gap in the retail landscape, with a loyal band of fans collecting and reselling their candles.
In 2019, Mitch Davis, a music industry executive and former ILLUMINATIONS customer, resolved to rekindle the dream. Davis teamed up with Pamela Donnellan, who had created some of the original ILLUMINATIONS products, to reimagine the brand while cherishing the past. The new ILLUMINATIONS debuted in September 2019 with a classic fragrance lineup, including beloved classic candle scents like Napa Valley Harvest, Meyer Lemon, and Indonesian Patchouli Cedarwood, as well as new fragrances. The brand promised to elevate the everyday spaces of its customers, creating a soothing respite from modern electronic overload.
ILLUMINATIONS is committed to providing the highest-quality candles made with the best quality all-natural or paraffin wax blends and premium fragrance oils. The brand's ethos of community involvement remains strong, with every sale bringing a new opportunity to help others through charitable giving.
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Illuminations' closure in 2009
Illuminations, a candle and home décor retailer, left the retail landscape in 2009. The brand was acquired by Yankee Candle in 2006, but the magic of the original vision was lost in the transition. The new owners, faced with recession pressures, shuttered the Illuminations stores, and in 2009, the final Illuminations candles were sold. The company had over 1700 employees and 83 stores across the United States.
The original founder, Wally Arnold, was inspired to start the company after a trip to London, where he was mesmerized by the warm and welcoming aura of candlelight. He wanted to bring this passion for candles and the idea of living with candlelight every day to American homes and spaces. Illuminations stores were hubs of community, centered on sharing skills and evolving ideas. The company's ethos of community involvement and charitable giving has continued into its new iteration.
The brand re-emerged online in September 2019, with a modern twist, thanks to music industry executive Mitch Davis, a former loyal customer. Davis teamed up with Pamela Donnellan, who had created some of the original Illuminations products, to reimagine the brand. The new Illuminations was dedicated to the original standard of excellence, with all-natural coconut and apricot wax candles featuring the finest fragrances. The signature scented candles came in 12 scents, including nine original scents and three updates of former favorites.
The new Illuminations team developed with the approval of its founder, Wally Arnold, who supported the entrepreneurial ode, brought to life to balance the modern electronic overload.
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The 2019 revival
Illuminations, the iconic American candle brand, made a comeback in 2019. The brand, which first launched in 1996, left the retail landscape in 2009. However, in 2019, Illuminations was revived by former customer Mitch Davis, who wanted to provide a soothing respite from the modern electronic overload.
Davis teamed up with Pamela Donnellan, who had created some of the original Illuminations products, to reimagine the brand. The new Illuminations was dedicated to the original standard of excellence, with a modern twist. The brand initially relaunched online with a signature scented candle in 12 scents, including nine original scents and three updates of former favorites. The 10-ounce, all-natural coconut and apricot wax candles featured 100% cotton wicks and the finest quality fragrances.
The new Illuminations line included classic fragrances such as Napa Valley Harvest, Meyer Lemon, Thai Market, and Indonesian Patchouli Cedarwood. The brand also introduced new scents such as Cranberry Orange, Gardenia, Giverny, Pumpkin Spice, and Wild Woodlands.
The revival of Illuminations was met with excitement and enthusiasm from customers, with many expressing their joy and gratitude for the brand's return. The brand's commitment to community involvement and charitable giving remained a key focus, with every sale presenting a new opportunity to help others.
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Customer response
Customers also shared their emotional connection to the brand, with one stating that they had passed their Illuminations candles down to their children as collectibles. Another customer, Grace Lonzon, fondly recalled purchasing a haunted mansion decoration from Illuminations for Halloween, which they still own.
The return of Illuminations' classic fragrances, such as Napa Valley Harvest, Meyer Lemon, and Indonesian Patchouli Cedarwood, was particularly well-received. Customers also appreciated the introduction of new scents, such as Cranberry Orange and Pumpkin Spice.
Overall, the response to the brand's relaunch reflected a strong sense of loyalty and nostalgia, with customers eager to rekindle their beloved candle-buying experience and create new memories with Illuminations candles.
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The new collection
The new Illuminations collection is an ode to the original brand, with a modern twist. The collection features 12 signature scented candles, including nine original scents and three updates on former favourites. The candles are made from 100% natural coconut and apricot wax, with 100% cotton wicks and the finest quality fragrances.
The new Illuminations team, led by CEO Mitch Davis, a former loyal customer, is dedicated to cherishing the past while introducing surprising shimmers of modernity. The team has developed the new collection with the approval of Illuminations' original founder, Wally Arnold, who first launched the brand in 1996.
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Frequently asked questions
Illumination Candles, a beloved candle brand, left the retail landscape in 2009.
Yes, the brand reemerged in 2019 with a modern twist and online availability.
The new Illumination Candles line emerged with a classic fragrance lineup and promised exciting brand rollouts for Q1 and beyond.
