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Product Range of Blyth

Product Range of Blyth

Discuss Product Range of Blyth within the Marketing Management forums, part of the PUBLISH / UPLOAD PROJECT OR DOWNLOAD REFERENCE PROJECT category; Blyth, Inc. is a Greenwich, Connecticut based marketing and manufacturing company that sells personal and decorative products. The company reported ...

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Netra Shetty
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Product Range of Blyth - June 11th, 2011

Blyth, Inc. is a Greenwich, Connecticut based marketing and manufacturing company that sells personal and decorative products. The company reported having 4,000 employees as of January 2007 and is incorporated in Delaware. In 2001, it was the largest candlemaker in the United States.[3]
Subsidiaries include Candle Corporation Of America, which owns the Sterno product brand and the PartyLite direct sales business. Additionally they own Midwest Company, which includes Seasons of Cannon Falls SOCF and Colonial Candle Colonial, Nu Botanics Nu Botanics, as well as CBK in Union City, Tennessee CBK

Direct Selling

Blyth entered the direct selling distribution channel in 1990 with its acquisition of Colonial Candle of Cape Cod and, with it, a small division - less than $10 million in sales - called PartyLite. PartyLite has grown following acquisition by Blyth to represent over half of Blyth's $1 billion+ of annualized sales. PartyLite Independent Sales Consultants sell premium fragranced candles and a wide range of related decorative accessories to consumers through the home party plan method of direct selling. PartyLite operates in all 50 states in the U.S., in Puerto Rico, the U.S. Virgin Islands, Canada, Mexico, Germany, the U.K., Austria, Switzerland, France, Finland, Australia, Denmark and most recently Poland in 2009.

Direct selling is a large, growing and profitable sales model that is not always well understood despite its worldwide prominence. More than $85 billion of goods are distributed through this channel annually, and over 48 million people around the world earn at least part of their income as an Independent Sales Consultant. At 29% of worldwide industry revenue, the party plan model represents a large and growing segment of direct selling.*

PartyLite offers Independent Sales Consultants the opportunity to start their own business with minimal or no financial investment. Informative and interactive parties are organized by hostesses and hosts and feature a knowledgeable PartyLite Sales Consultant who demonstrates the many features and benefits of PartyLite® brand products in a comfortable home environment.

Leveraging its direct selling experience, Blyth has expanded its presence in the industry. Two Sisters Gourmet® by PartyLite® is a product line featuring simple and delicious sauces, seasonings, mixes and menu plans. ViSalus Sciences offers supplements, energy drinks and weight management products to improve health and quality of life.

Blyth's enthusiasm for direct selling has been unwavering since its market entrance in 1990 with the acquisition of PartyLite. The growth of tens of thousands of small businesses managed by Independent Sales Consultants and Leaders inspires our belief and renews our commitment to their success year after year.


Catalog & Internet

In 2003, Blyth built on its multi-channel product marketing strategy and entered the catalog and internet channel with its acquisition of the Miles Kimball Company. Products offered under the Miles Kimball® brand include gifts, household convenience items and personalized merchandise through its catalog and website, as well as photo albums, frames and archiving products through the Exposures® brand catalog & website.

Today, through its integrated Miles Kimball Company division, Blyth is a top 100 U.S. catalog retailer. The Miles Kimball Company now markets five direct-to-consumer Catalog & Internet brands which include The Home Marketplace®, Walter Drake® and Easy Comforts™, which was launched in 2005. In August 2008, Blyth acquired As We Change®, an online and catalog retailer of personal care products.

Multiple technology applications benefit Blyth's catalog and internet presence and can be leveraged as this channel grows. Sophisticated indexing systems ensure objective, measurable performance of every product. Advanced e-commerce tools offer a superior buying experience and streamlined shopping opportunities for customers. Customer purchase data, demographics and usage characteristics, managed for catalog and internet sales and customer targeting, are key factors for success and are scaleable with continued growth in this strategic channel.



Wholesale

The Sterno® Group is the market leader in the North American chafing fuel and tabletop lighting trade, supplying the foodservice and retail trades with Sterno® and Handy Fuel™ brands. A comprehensive line of products to address multiple food and beverage heating formats are offered under the Sterno® brand. An unmatched heritage of innovation and production focused on end-user concerns related to safety, labor and food quality demonstrate why Sterno® is the #1 brand in chafing fuel worldwide.
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