dwhome.com
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DW Home: The $8.8M Candle Empire
How a 44-person team built a scent-powered lifestyle brand
While tech startups chase AI disruption, DW Home built an $8.8M revenue machine by mastering the primal art of scent. This isn't just another candle company—it's a case study in product obsession meeting digital-native distribution.
"They don't sell candles—they sell moments. 'Cookies for Santa' and 'Espresso Martini Cheer' aren't products; they're emotional triggers with a wick."
The 44-Person Powerhouse
DW Home operates with a lean, focused team that punches far above its weight. With 44 employees generating $8.8M in revenue, they achieve ~$200K revenue per employee—numbers that would make SaaS companies jealous. Their leadership team blends product obsession (Stephanie Borboa as VP of Product & Design) with digital savvy (Rachel Cheng as CMO), creating a culture where scent science meets social media virality.
The Traffic Paradox
Here's the counterintuitive win: 55% of their traffic is direct, not organic. This signals powerful brand recall—people aren't searching for 'candles,' they're searching for 'DW Home.' Their organic search (36%) is dominated by branded terms like 'dw home' (1,630 monthly searches) and 'dw home candles' (940 searches). They've built a brand so strong that discovery happens through word-of-mouth, not SEO tricks.
The product lineup reveals their genius: 'Peppermint Bark | Ceramic,' 'Milk & Cookies,' and 'Warm Tobacco Pipe' aren't generic scents—they're narrative experiences. Each name paints a scene, tapping into nostalgia and seasonal rituals. This is product storytelling at its finest, where the label matters as much as the wax.
- Product-led virality: Seasonal scents like 'Espresso Martini Cheer' create natural social moments
- Direct traffic dominance: 55% direct suggests exceptional brand loyalty and repeat purchase behavior
- Lean operations: 44 employees vs. $8.8M revenue shows efficient scaling without bloat
- Shopify infrastructure: Privacy page points to a robust e-commerce foundation
The Scent Moat
DW Home proves that in a digital world, physical products with strong emotional hooks can build unshakeable brand loyalty—no algorithm required.
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DW Home Candles
Shop DW Home richly scented, hand poured candles. Find the perfect candle to fill your space.
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Reviews (6)
I bought the Fresh Lemon candle and it…
I bought the Fresh Lemon candle and it is gorgeous! The scent is so strong the smell lingered for hours. Really lovely
Beautiful candles
Bought a couple of these candles because, not only were the scents lovely, but the colours of the glass jars were so vibrant. I will certainly be buying more.
Fabulous candles.
Fabulous candles. Cost less than a well known competitor and the fragrance is by far superior. Bought two on sale in store for £8 each and they are absolutely wonderful
DW home candle
I received a candle from DW home as a present and just wanted to talk about how good it is and how much I’m enjoying it. I have the chocolate chip cookie and it’s lovely. It comes in a large jar with a double wick and has a very rich scent that fills the room with the beautiful smell. When the candle is out the smell lasts for hours after. I can’t complain about this candle it’s lovely !
I ordered 8 candles
I ordered 8 candles. When packaged arrived one candle in the corner of bow was shattered into slivers of glass. It over of course everywhere when removing it including back into box. Had to use tweezers to remove 2 pieces from my hand. Being an older person I didn't think to take a picture. That is there policy I guess? Ridiculous that a person would lie about a candle after spending 100. I will never order from them again and hope I removed all the glass from the others and my hand!
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About dwhome.com
Shop DW Home richly scented, hand poured candles. Find the perfect candle to fill your space.
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dwhome.com uses 37 technologies across their website including AccessiBe, Font Awesome, Google Fonts, hCaptcha, HSTS, and more.
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hCaptcha, HSTS, reCAPTCHA
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dwhome.com receives approximately 147.3K monthly visitors and ranks #214,715 globally. The website has a bounce rate of 52% with visitors viewing an average of 4.2 pages per visit. Users spend an average of 1:12 on the site.
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