Home fragrance company DL & Co. has made its debut on HSN as part of its strategy to become a well-rounded home decor resource.
Three of the company’s brands — its namesake DL & Co., lower-priced offering Modern Alchemy and crystal-encrusted candle specialist Lisa Carrier Designs — are slated to launch on the home shopping channel before the end of the year. DL & Co. appeared with an hour-long slot on Oct. 4, showcasing candles and diffusers ranging from a $24 skull candle to a sculpted wax bust for $399. Modern Alchemy is scheduled for an Oct. 19 appearance with Lisa Carrier tentatively scheduled for Nov. 3 and 4.
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In preparation for his appearance on HSN, DL & Co. owner Jan Rosen said, “I’ve already lost 17 pounds, and I’m working on losing more.” On a more serious note, he added that DL & Co. aims to tap into the brand-building potential of HSN to increase consumer recognition of its products and, at the same time, help expand HSN’s home decor business, which is smaller than competitor QVC’s.
For fall, DL & Co. is diving deeper into home decor with a line of roughly 15 hand-blown glass vessels priced at $65 to $75 wholesale, while working to enlarge its home assortment further into everything from frames to pillows. DL & Co. is carried in more than 200 doors in the U.S., Modern Alchemy is in around 300, and Lisa Carrier is in around 50.
DL & Co. purchased Lisa Carrier last year from Carrier, who remains involved under DL & Co.’s ownership, and the candle brand Burn from Studio BeautyMix for undisclosed amounts. The Los Angeles-based company has another brand, Powder & Smoke, targeting the mass market, that’s been sold at retailers such as Urban Outfitters and TJ Maxx.
DL & Co. is also making a home fragrance line for Monique Lhuillier under a licensing agreement with the designer that will launch Oct. 19 at full price on Gilt Groupe before entering department stores at least 45 days later. Across all its brands, Rosen said about 20 percent of DL & Co.’s business is done on flash sale Web sites such as Gilt Groupe, where Rosen said Burn has been a bestseller in its category.
In 2012, Rosen estimated DL & Co. would generate a minimum of $10 million in sales, driven by growth on HSN and abroad. DL & Co. is the company’s largest brand, and its sales have increased 80 percent from last year. “We are growing twofold every year internationally,” he said, stating DL & Co. already has distribution in Australia, New Zealand, England, Japan, Hong Kong and Korea.