# Cheeky Candle Stores Anya Hindmarch's 'Anya Smells' Shop Introduces the Designer's First Candles By Laura McQuarrie | Published 2017-11-09 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/candle-store References: [campaignlive](https://www.campaignlive.co.uk/article/anya-hindmarch-creates-concept-store-first-candles-range/1449469) & [anyahindmarch](http://www.anyahindmarch.com/en-GB/shop/anya-smells/) To introduce her first-ever range of candles, [luxury handbag designer](https://www.trendhunter.com/trends/bergdorf-goodman) Anya Hindmarch created a [concept candle store](https://www.trendhunter.com/trends/candle-day-deal) in London called 'Anya Smells.' The outside of the store features the brand's familiar Anya Hindmarch logo with the designer's last name crossed out and replaced with "SMELLS!" as though the storefront has been vandalized. This playful detail is carried through to the inside of the space, which continues the playful, lighthearted theme. The candles in the range embody scents like fresh and floral Sun Lotion, soft Baby Powder and dark and woodsy Coffee. In-store, these [scented candles](https://www.trendhunter.com/trends/artisanal-candle-collection) are displayed on a train set that passes through a nostril on a large model of a nose. This display will be familiar to consumers who have seen the online film promoting the new Anya Hindmarch candles. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 66% | Activity: 52% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Why This Trend Is Growing - **Luxury Concept Stores:** Creating playful and interactive store concepts to showcase products, such as Anya Hindmarch’s Anya Smells store in London. - **Scented Candles:** Creating unique and interesting scents, such as Anya Hindmarch's range including Sun Lotion and Baby Powder. - **Interactive Product Displays:** Utilizing unique displays to showcase products, such as Anya Hindmarch's train set passing through a nostril to display the scented candles. ### Industries Being Reshaped - **Luxury Handbag Industry:** Expanding into new products and store concepts, like Anya Hindmarch's move into creating a line of scented candles and creating a concept store. - **Home Fragrance Industry:** Innovating and creating unique scents, such as Anya Hindmarch's Sun Lotion and Baby Powder scented candles. - **Retail Industry:** Utilizing interactive and playful displays to showcase products and create a memorable in-store experience, similar to Anya Hindmarch's train set display. ## Related on Trend Hunter - [Rejuvenated Concept Candle Stores](https://www.trendhunter.com/trends/candle-stores.md) - [Playful Holiday Candle Lines](https://www.trendhunter.com/trends/holiday-candle-collection.md) - [Sensuous Perfume-Inspired Candles](https://www.trendhunter.com/trends/pleasing-scented-candle-collection.md) - [Cheeky Candle Fragrances](https://www.trendhunter.com/trends/between-the-sheets.md) - [Fragrance-Inspired Candles](https://www.trendhunter.com/trends/lush-x-community-candle.md) - [Bakery-Scented Candles](https://www.trendhunter.com/trends/mornings-at-levain-candle.md) - [Luxe Designer Chalk Candles](https://www.trendhunter.com/trends/chalk-white-candle.md) - [Food-Inspired Novelty Candles](https://www.trendhunter.com/trends/house-of-savage.md) - [Regal Inaugural Candle Collections](https://www.trendhunter.com/trends/alexander-mcqueen-4.md)