The Lower Lights Candle Co.

Upon launch, The Lower Lights Candle Co. is an ecommerce store that will be operating in one of the most lucrative industries on the globe: Home Decor & Home Textiles. Scented candle sales make up a whopping 20-25% of the profit margin within the HDHT industry, and global revenue in 2024 is expected to exceed $15 billion. Rising at a current CAGR of 5.7%, it is expected to reach a gross value of $30 billion by 2030. Without marketing, most companies rely on offline distribution of their candles;. the data, however, shows an increase in preference of online sales that will continue to affect the market in years to come (and we want to take advantage of this trend). While it is an industry with high competition, me and my team have found a number of ways to distinguish ourselves from the leading brands (names like YANKEE, WoodWick, and Village Candles). Marketing strategy will be huge in determining the success of this company, and the data compiled in search for a viable product has unveiled some very interesting specs about the candle market in general (from what works and what doesn't; to apparent pain points that could be addressed in a meaningful way). We believe we can incentivize customer retention rate with a customized experience unlike anything offered by the leading brands. Of the top ten global brands, only 3 of them possess prominence in the mind of consumers; most of them were founded in the last 3-5 years; but all ten of them hold a significant margin of global profits. This means that the industry is permeable to optimization and change. Coincidentally, once funded, our manufacturer would be the same manufacturer responsible for the production of YANKEE candles (so they know what they are doing and they offer nearly endless customization of the product on a massive scale). Further, we are a brand that believes in philanthropy and are actively looking at non-profits to integrate with as we inspire and touch lives with our product and our mission. Our motto, "Share the Light," captures the extent of what we seek to do. We look forward to connecting with other founders and investors who are just as passionate about this opportunity as we are.

Much Thanks,
- Jordan Midkiff, Founder/Owner.