Candellas

Luminara candle
lights up the world
Case study: Trade
Company: Candella (brand Luminara)
Sector: Household goods -LED candles
UK region: South East
Target markets: Europe, Scandinavia
UKTI services: Events, Missions, Overseas
Market Introduction
Service, Gateway to Global
Growth, Export
Communications Review
www.luminara.co.uk

In the past 3 and half years, Candella

Ltd has made use of a range of
support from UK Trade & Investment
(UKTI) to grow its overseas business.
Since it started trading in early 2012,
the companys exports have grown
from zero to just over 2 million, and
now account for 80% of its turnover.
Theres a special quality to the flickering
flame of candlelight for which electric
lighting is no substitute. But, candles
can be a fire hazard and are not
suitable for every environment. Now,
there is an alternative that creates an
attractive flame-effect without the risks
associated with real candles. Using
patented LED technology, Luminara
Worldwide LLC (LWW) has developed
a battery powered candle which can be
placed in locations where real candles
would be used, like restaurants and
homes, but also in places where you
would not ordinarily be able to place a
conventional candle, like a boat. They
are safe, clean and economical to run.

LWW launched its product in the US

and received an incredible reaction.
Having been featured on shopping
channel QVC, the candle was voted
Product Concept of the Year for 2011.
As the company focused on the US,
Australia and the Far East, it set up an
independent UK company, Candella
Ltd, to manage the business in Europe,
Africa and India. Candella has 3
employees based in Kent in the
South East of England and in 2014
achieved a turnover of 2.5 million.

and pet friendly and the wind wont

blow out the flame, so they can be used
outdoors.
Effective networking

Paul had come across UKTI while

exhibiting at the Consumer Electronics
Show in Los Angeles. He stopped by
to chat with the UKTI representatives
there, explaining the vision and strategy
of the company. Soon after, Candella
joined Passport to Export, the UKTI
programme that helps businesses
to prepare for international markets.
Our flame effect technology was
Undecided as to which export model
inspired by the candles used in a
to adopt, the company talked through
Haunted Mansion theme park attraction, the options with an International Trade
says Paul Obey, Managing Director of
Adviser (ITA) who explained the pros
Candella. This flame is so realistic that
and cons of each. It decided to build a
our extensive range of candles (both
distribution network.
for in- and outdoors) are practically
indistinguishable from traditional
Candella appointed its first distributor
burning candles. The candles offer a
for Switzerland in 2012 - a contact that
safe, economic and clean alternative
the company had met at the UKTI stand
and are suitable not just for the home
at the Consumer Electronics Show and
but also for professional environments
kept in touch with. It has since become
like hotels or spas. They are also child
one of Candellas biggest customers.

 Brainstorming with our ITA has consistently been incredibly

helpful, allowing us to confidently make informed decisions.
Paul Obey, Managing Director, Candella

Helping you to do business abroad

Passport to Export was really useful

and brainstorming with our ITA has
consistently been incredibly helpful,
allowing us to confidently make informed
decisions, says Paul. As a small
company without a lot of free capital, it
made sense for us to leverage the local
knowledge and contacts of distributors
in the markets we wanted to target. As
a result, we have grown organically and
pursue international customers with
minimal risk.
Successful showcases

candles robustness. UKTI is also an

excellent forum for meeting other British
exporters. You can learn so much
from their experiences, and a chance
conversation can help you avoid costly
mistakes. Exporting is too good an
opportunity to miss. It diversifies your
risk across markets and its also fun!
Theres support out there to make sure
you succeed. UKTI helps you find the
right partners and mentors you as you
grow overseas. Were now at the stage
where we know which export markets to
approach and how, but I still speak to my
ITA about specific issues that come up.
Id totally recommend UKTI working
with them has been really beneficial to
our business.

UKTI has continued to support Candella

in other markets. As part of UKTIs
Overseas Market Introduction Service
(OMIS), in October 2011 the company
attended Art of Living in Vienna, Austria.
Through this international trade show,
it met and signed with a distributor
The export advantage
for Austria and Germany. Another
International trade has always played
UKTI event in Belgium helped to raise
an important role in the UK economy. In
Candellas profile in this market. The
2013, exports accounted for 30% of the
companys candles were showcased
nations GDP.
among 20 innovative British products at

Exporting can be challenging, but the

the Ambassadors Residence in Brussels.
benefits can be the difference between
This was an opportunity to catch up with
profit and loss. Research carried out by
its local distributor and enhance this
UKTI shows that:
relationship. Prince Albert was also there
and Candella was featured on Belgian
Exporters have higher labour
Royal television, generating exposure
productivity (measured using grossand new interest that helped boost sales.
value-added) than non-exporters;
In 2012, Candella used a UKTI Export
Communications Review to get specific
feedback about its website and
implemented much of what it learned.

88% of companies that export plan to

either develop a new product/service
or modify an existing one in the next 3
years;

Today, the companys exports stand

at around 2 million. Its top markets
are Germany, France, Switzerland and
Scandinavia. Looking to the future, it
will develop its contacts in Central and
Eastern Europe. Paul is also considering
some other entrepreneurial opportunities
and will use UKTIs resources with those
too.

83% of UKTI-supported companies

export to achieve a level of growth
otherwise not possible;

OMIS is a great way to get in touch

with the right people, says Paul.
Market visits to meet potential clients
gets us a wide range of feedback
about our products. We use this to
make modifications that enhance the

For more information about exporting

please go to gov.uk/ukti

68% of UKTI-supported companies

export to improve their firms profile and
credibility; and
67% of UKTI-supported companies
export in response to orders/enquiries
from overseas customers.

Doing business in another country

can be a challenge, so its good to
know that UK Trade & Investment is
there to help you succeed.
Through a range of unique services,
including participation at selected
trade fairs, overseas missions
and providing bespoke market
intelligence, UK Trade & Investment
can help you crack foreign markets
and quickly get to grips with
regulations and business practices
overseas.
Through our Passport to Export
programme we offer new and
inexperienced exporters:
free capability assessments
support in visiting potential
markets
mentoring from a local export
professional
free action plans
customised and subsidised
training
ongoing support once youre up
and running
UKTI was delighted to support
Candella in its business overseas.
To connect with an International Trade
Adviser and begin your own success
story now, visit gov.uk/ukti, or email
enquiries@ukti.gsi.gov.uk
For updates on UKTI follow us here:
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BusinessisGREATBritain
UK Trade & Investment is the
Government Department that helps
UK-based companies succeed in
the global economy. We also help
overseas companies bring their
high-quality investment to the UKs
dynamic economy. We provide
companies with the tools they require
to be competitive on theworld stage.
Published July 2015
by UK Trade & Investment
Crown Copyright