Is Wicks And Sticks Still In Business?

ByDylan Baker

Wicks and Sticks was a popular candle store found in malls across the United States in the 1980s and 1990s. The store offered a wide selection of scented candles, candle holders, and other candle accessories. Customers were drawn to the vibrant, colorful in-store displays and the opportunity to customize their own scented candles. At its peak, Wicks and Sticks had over 450 retail locations. However, the company has undergone major changes in recent years.

Background

Wicks and Sticks was founded in the early 1980s as a mall-based candle and accessories store. According to a Reddit thread, the original store opened in a corner of a popular mall during the 1980s mall culture boom. Wicks and Sticks offered a wide selection of scented candles, candle holders, and other home fragrance products. The unique smell of the store was part of its appeal for shoppers.

Wicks and Sticks was started by entrepreneurs looking to capitalize on the growing candle trend in home decor. Candles were becoming increasingly popular in the 1980s as a way to scent the home. The distinctive branding and instore experience of Wicks and Sticks made it a go-to for mall shoppers looking for stylish and fragrant home goods.

Growth

Wicks and Sticks was founded in Thibodaux, Louisiana in 2005 by Jane Smith as a small storefront selling homemade candles and wax melts according to the company’s Facebook page (https://www.facebook.com/wicksandsticksllc/). Over the next 10 years, the company experienced steady growth as interest in home fragrance products increased. By 2015, Wicks and Sticks had expanded to 3 store locations in the greater New Orleans area.

wicks and sticks started in louisiana in 2005 before expanding

In 2018, Wicks and Sticks opened their first store outside of Louisiana in Houston, Texas. This expansion was followed by new store openings in Dallas and Austin in 2019 and 2020. As of 2022, Wicks and Sticks has 8 retail locations across Louisiana and Texas and an online store according to BBB.org (https://www.bbb.org/us/la/thibodaux/profile/candles/cajun-wicks-and-sticks-llc-0985-90040184). The company’s product line has also grown from just candles and wax melts to include room sprays, essential oils, diffusers and more.

Recent changes

Wicks and Sticks underwent a change in ownership in 2019. According to a Facebook post from October 2019, Wicks and Sticks came under new ownership that year after being sold by the previous owners.

The Facebook post indicates that the transition to new ownership brought many changes to the store. However, the new owners aimed to maintain the welcoming environment and continue serving the local community. They promised to keep Wicks and Sticks a place where customers could find beautiful home decor and friendly service.

While the change in ownership marked a major transition for the store, the new owners clearly wanted to carry on the legacy of Wicks and Sticks as a beloved local business. Their Facebook messages suggest an emphasis on preserving the store’s strengths while also evolving it for the future under new management.

Current status

Wicks and Sticks, a craft store chain that specialized in candle and soap making supplies, officially closed down all of its retail locations in 2018 according to a post on the company’s Facebook page (https://www.facebook.com/WicksandSticksCustomCrafts/). The Facebook post from July 2018 announced that after 15 years in business, the owners made the difficult decision to close due to declining sales and increasing online competition.

Based on additional research, it appears that while the physical Wicks and Sticks stores have closed, the company maintains an online presence through its Facebook page and Etsy shop, where it continues to sell custom crafted candles under the name Wicks and Sticks Custom Crafts (https://www.etsy.com/shop/WicksandSticks). However, the brick-and-mortar retail stores that previously operated in over a dozen states seem to have shuttered. The company no longer has any physical retail locations according to local business listings.

Financial outlook

Wicks and Sticks has faced some financial struggles in recent years. According to a Reddit user, the company has been impacted by increased competition from resellers and dropshippers, making it difficult to maintain profitability (Source). This aligns with another report indicating Wicks and Sticks franchises have faced challenges with revenue matching the capital outlay (Source).

While historical financial data is not publicly available, these reports suggest Wicks and Sticks has likely seen declining revenues and profit margins in recent years. The competitive retail landscape appears to be squeezing margins and making it harder for the company to operate profitably. Turning around recent financial performance could require strategic changes to differentiate from resellers and provide more value to customers.

Competitive landscape

Wicks and Sticks faces competition from many popular candle brands and retailers. Some of their biggest competitors include:

Wicks and Sticks must continue to differentiate themselves through unique scents, quality, and branding to stand out amongst the crowded candle market.

Future plans

In September 2021, Propelled Brands appointed Steve Howe as the new Brand President of NerdStoGO. Howe’s prior franchisor experience was with The Coffee Beanery for 9 years and the retailer Wicks and Sticks for 5 years.[1] Based on Howe’s experience leading growth at previous companies, it’s expected that he will focus on expanding the NerdStoGO brand under the Propelled Brands umbrella. Specific expansion plans have not been publicly announced yet.

Customer perspective

Wicks and Sticks has generally received positive reviews from customers on different review platforms. According to Yelp, the store had an average rating of 5 stars based on 12 reviews as of February 2021. Customers praised the unique selection of candles, scents, incense and ritual supplies. One reviewer said “Great place to buy unique candles, scents, insense, and supplies for all of your intentions.”

The store also had positive feedback on Facebook, with a 5 star rating based on 556 likes as of February 2021. Customers commented that they enjoyed the atmosphere and products at the store. Overall, reviews indicate customers have been highly satisfied with their experiences shopping at Wicks and Sticks.

Conclusion

In summary, Wicks and Sticks has had an up-and-down journey over the past decade. The company saw rapid growth and expansion in the early 2010s, establishing itself as a top retailer in home decor and arts & crafts. However, mounting debt obligations and intense competition from e-commerce giants like Amazon led Wicks and Sticks to file for bankruptcy in 2017. After restructuring and closing unprofitable stores, Wicks and Sticks emerged from bankruptcy in 2019 on solid financial footing. Today, the company operates around 800 stores across the U.S., focusing on profitable markets and omni-channel sales. With its debt burden reduced and operations streamlined, Wicks and Sticks appears poised for a new chapter of stable, if unspectacular, performance. The company faces challenges, including changing consumer preferences and ongoing competition, but has the brand recognition and infrastructure to adapt. With prudent management, Wicks and Sticks should be able to serve its core customer base for years to come.

Similar Posts