Yankee Candle Sparks New Chapter with Revamped Retail

Yankee Candle lit the wick to its reopening at Mall of Georgia – five months after the Newell Brands-owned homecare brand announced it was reducing its global workforce by more than 900 employees and closing 20 Yankee Candle stores.

The “refreshed store” ushered in an “immersive grand opening” by bringing back favorite fragrances and a sampling experience for shoppers.

The store reopening at the Mall of Georgia in Buford in the Peach State followed renovations. Officials said the reopening represents a “continued investment” in Yankee Candle’s retail footprint and advances Newell Brands’ focus on delivering “consumer-relevant experiences” across channels.

“This opening represents an exciting new chapter for Mall of Georgia as we continue to bring in brands that deliver more than just shopping, they create experiences,” said Erika Bridges, director of marketing and business development at Mall of Georgia. “Yankee Candle’s investment and interactive approach made this a standout moment for our center and our community.”

Revitalization Plan

The news comes nearly one year after Yankee Candle announced steps to revitalize the brand. In Q3 2025, Newell’s Home & Commercial Solutions segment —where Yankee Candle resides—generated net sales of $942 million compared with $1.0 billion in the prior year period, reflecting a core sales decline of 9.8%, as well as the impact of favorable foreign exchange. Operating income was $40 million, or 4.2% of sales, compared with operating loss of $94 million, or negative 9.0% of sales, in the prior year period. Normalized operating income was $64 million, or 6.8% of sales, compared with $122 million, or 11.7% of sales, in the prior year period.

As part of its revitalization efforts, Yankee introduced a “cohesive, modernized design” inclusive of a new wax blend housed in its iconic large jar, and a new lifestyle campaign.

In October 2025, Yankee paid homage to the “quiet luxury aesthetic” using muted colors and quality materials, with the debut of the Yankee Candle YC Collection, a new premium line that elevates the art of fragrance for modern living. The Yankee Candle YC Collection comprises seven premium fragrances crafted by some of the world’s top perfumers and constitutes the latest milestone following the brand’s summer 2025 relaunch.

Earlier this year, Yankee sparked a year-long partnership with Reese’s Book Club, the literary community founded by Reese Witherspoon and part of the actress’s media company, Hello Sunshine. The partnership features quarterly limited-edition fragrances and experiential activations designed to unite book and candle lovers. Yankee Candle introduced its first limited-edition fragrance, “A Fresh Chapter,” in January.