Supplies For Candles
About the Company
Supplies for Candles, founded by Nicky Story, is a leading supplier of candle and soap-making materials. The business also includes The Soap Kitchen and Glassprints Ltd., catering to both large-scale clients and individual entrepreneurs. The company serves over 100,000 customers across Europe, with half of its revenue coming from small-scale crafters and side hustlers.
The company employs over 100 people and maintains a strong commitment to supporting local communities. Notably, it donated over £100,000 in supplies during the pandemic to help individuals start businesses, emphasizing its philanthropic values alongside its commercial success.
By integrating innovative product ranges and focusing on quick, high-quality service, Supplies for Candles has become a market leader in the UK and Europe. It continues to expand into new markets, including home décor, while building on its reputation for inspiring and empowering customers.
Idea Behind Company
Nicky’s idea originated from his experience selling soap-making supplies, influenced by his father’s work in soap manufacturing. Customers suggested adding candle-making materials, which led to the establishment of Supplies for Candles.
Prior to this, Nicky struggled with a failed business and poor mental health, but his experience working as a buyer reignited his entrepreneurial spirit. Observing poor leadership in his workplace, he resolved to build a supportive and innovative business culture.
Investing his savings, initially meant for a house deposit, Nicky took a calculated risk by targeting a niche in the B2B and B2C markets. His background in business management and a keen understanding of market demands shaped the company’s strategic foundation.
Creating the Company
With a budget of £10,000, Nicky meticulously selected initial stock by analyzing competitors and identifying gaps for bespoke products. His focus on market research and creativity set the business apart early on.
The largest upfront cost was developing a website. Nicky opted for WooCommerce for its flexibility and affordability, investing £3,000 in the site and £7,000 in stock. He also sourced suppliers by attending trade shows and leveraging online resources.
Through this lean start-up approach, Nicky laid the groundwork for a scalable business model. The early challenges of limited resources and DIY operations shaped a mindset of resilience and adaptability.
Launching the Business
Supplies for Candles officially launched in 2016, but success didn’t come instantly. Nicky learned from early marketing missteps and gradually honed his PPC strategy to target the right audience effectively.
Hiring his first employee, his best friend, marked a turning point. Sales accelerated, necessitating more hires and operational scaling. The business expanded from Nicky’s garage to a professional space as orders surged.
Nicky adopted a fearless approach, investing his last savings into marketing and business growth. This boldness paid off as the company began to generate substantial revenue, enabling further innovation and development.
Earnings
Supplies for Candles now generates approximately $12 million annually, serving a diverse clientele from individual crafters to large-scale enterprises. Acquisitions, such as The Soap Kitchen and Glassprints Ltd., have bolstered its market position.
The business continues to grow, with plans to expand product lines and enter the home décor industry. Recent developments include doubling production capacity and introducing custom glass products to attract a wider customer base.
Beyond revenue, Nicky values the social impact of his business, creating jobs and enabling thousands of people to start their own ventures. This dual focus on profitability and community underscores the company’s enduring success.
