Get To Know Gina Cassidy, Founder of Luxury Home Fragrance Brand Purcell & Woodcock

GINA CASSIDY left the corporate world of HR to start her own company, PURCELL & WOODCOCK, on seeing a gap in what is a crowded and competitive market …


Purcell & Woodcock is disrupting the luxury home fragrance market by offering a range of exceptional quality at pleasingly affordable prices. Gina’s role spans the entire business; from concept to design, packaging, product development, working with fragrance houses to create the brand’s unique scent blends, to constantly researching new markets and retail networks, all the while maintaining relationships with existing suppliers.

The biggest challenge for Gina was creating a brand with no background in design, sales, retail or consumer behaviour. “The FMCG market is crowded, competitive and cut-throat. As a new brand, you get one chance to convert consumers so you have to get it right, early.” Thankfully people have responded and the brand has managed carve out a space for themselves in a crowded and competitive market.

The business strategy for the brand’s initial two years was focused on getting the wholesale service right to secure stockists, but as brand awareness grew and customers experienced the quality of the product, online sales have grown rapidly, doubling year on year. The range, consisting of three wick and single wick candles, room sprays and scent diffusers, is available from 300 stores in Ireland and the UK. Purcell & Woodcock are now investing further in online sales with a strategic plan to achieve up to 40% of sales online by 2020.

“We launched a collection of fragrances in signature packaging that was befitting to a new luxury brand but that belies its cost. We have introduced and proven the concept of “useable luxury” by selling at a price point that allows people to buy and importantly to use and enjoy, rather than sitting on the mantelpiece for ‘show’ and only getting lit when guests are over.”

To be in with a chance to win a Purcell & Woodcock three wick candle to enjoy and use in your home please see the competition details below.


We have five three wick candles from Purcell & Woodcock to give away, perfect for lighting when you want to relax and unwind after a busy week. To be in with a chance to win one of these candles please fill in your details in the entry box below.

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