The Chandler Guild bucks the trend and signals an emerging revolution in the industry... ;-) That's our take on a recent extensive marketing report, "The Candle Report, 2003: The Market, The Competitors, The Future Trends", recently published by Unity Marketing.
Unity Marketing reports that smaller niche candle companies are being squeezed as mass merchants, discounters and grocery stores become the dominant source for candles. That's actually not too surprising. In a poorly performing economy, the non-innovative little guys always get hit hardest.
What does it take to buck this trend? Innovation. Not just in the type of candles made by we 'smaller niche' players, but innovation in how we create and manage our markets.
Soon, the Chandler Guild's microenterprise network of Village Chandlers will stand out as a shining example of how 'Small Is Beautiful', to borrow a phase from the classic book by E. F. Schumacher (Small Is Beautiful, Economics As If People Mattered).
"The consolidation pendulum has swung to an oligarchy in the candle industry." said Soyawax founder Mike Richards, "The Chandler Guild's microenterprise network of Village Chandlers will reverse that trend and create a new reality in this industry."
For more information on Unity Marketing's study, read this The Candle Report press release.