PartyLite: Exploring a Top Direct-Seller of Scented Candles


PartyLite is a leading force in the global scented candle and MLM markets.

With a rich history rooted in New England, the company has become synonymous with high-quality candles and captivating aromas. It features a unique business model that combines Consultants and Affiliate programs for distributors.

Read on as we shed light on PartyLite’s remarkable journey and its ongoing impact.

Insights

  • PartyLite, a leading scented candle provider, is a subsidiary of Luminex, offering eco-friendly products globally.
  • Despite recent revenue declines, PartyLite’s future outlook remains cautiously optimistic, expecting steady growth.
  • The company’s multi-level marketing strategy includes a traditional Party Plan model and a digital Affiliate model.
  • PartyLite’s product offerings center on high-quality scented candles and home décor items with a focus on sustainability.

Section 1 – The Company

This section dives into an investigative analysis of Partylite. We explore its history, financials, and current market position. Through a balanced viewpoint, we deliver an unbiased and fact-based review.


Overview of PartyLite

PartyLite Gifts Inc. is the brand name for the company formerly known as Blyth, Inc.

It’s a subsidiary of Luminex Home Décor & Fragrance Holding Corporation which also owns Candle-lite Company, LLC (a scented candles wholesaler and retail platform formerly known as CL Products International, LLC) with brands like Candle-lite Everyday, CLCo, and Essential Elements.

PartyLite has established itself as a leading provider of scented wax candles, home fragrances, and décor products both in the United States and internationally.

With a direct sales strategy, the company has carved a niche in the competitive home fragrance market. Conscious design, cruelty-free products, essential oils, clean burn, and non-toxic formulations form the foundation of their offerings.

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PartyLite’s commitment to delivering high-quality products, engaging scents, and stylish home décor items continues to resonate with customers worldwide.

Partylite logoPin

Market Performance

According to official filings with the Securities and Exchange Commission (SEC), Luminex (PartyLite’s parent company) reported consolidated revenue of $308.7 million for the year 2022, compared to $334.7 million the previous year. The company made a loss of $2.2 million, a decline from the previous year’s $4.1 million profit.

Luminex sells its products in at least 12 countries worldwide with operations in most of those countries.

Specifically focusing on PartyLite’s revenue, the company generated $128.0 million and $163.7 million in 2022, and 2021, respectively. The net income stood at a $2.4 million profit and a $5.9 million loss for the same period.

PartyLite has faced some challenges in recent years, as indicated by an average annual decline in revenue of 9% over the past three years.

However, projections for the future demonstrate a cautiously optimistic outlook. The company’s revenue is expected to reach $168 million, $175 million, $182 million, and $189 million from 2023 to 2026, respectively. These projections indicate a potential growth rate of 2.7%, 3.8%, 4.1%, and 4.1% in the respective years.

The company serves customers in North America, Europe, and beyond, including:

  • Austria
  • Canada
  • Czech Republic
  • United States
  • France
  • Germany
  • Poland
  • Slovakia
  • Switzerland
  • United Kingdom

History

PartyLite traces its origins back over a century to the heart of New England, where the art of American candle-making took root.

The company’s rich history can be attributed to the vision and passion of Mabel Baker, a schoolteacher, who embarked on a journey in 1909 to create exquisite bayberry candles in her Cape Cod kitchen.

From those humble beginnings, Mabel Baker’s candles quickly became popular for their superior quality and captivating aromas. This led to the establishment of PartyLite as a distinguished brand in 1973.

A significant milestone in PartyLite’s history occurred in 1990 when the company became a part of Blyth, Inc., a publicly traded entity listed on the New York Stock Exchange under the symbol BTH. This move propelled PartyLite’s growth and consolidated its position as a leading player in the candle industry.

PartyLite’s reach extended far beyond the confines of New England. By 2015, the company produced an astounding quantity of nearly 200 million candles annually, with an impressive selection of over 600 different candle varieties each season, as well as options for home decor and fragrances.

The parent company, Luminex, was also formed in 2015 from a merger of the iconic home décor and fragrance companies, PartyLite Gifts Inc. and Candle-lite Company LLC.

The Owner of PartyLite

PartyLite has seen significant changes in its ownership structure.

In 1990, PartyLite became a part of Blyth, Inc., a publicly traded entity listed on the New York Stock Exchange under the symbol BTH.

By 2015, Blyth, Inc. (NYSE: BTH) was acquired by the private equity firm, The Carlyle Group (NASDAQ: CG), a global alternative asset manager.

In May 2016, CLP Candle Holdings, LLC, bought CB Shine Holdings LLC with the PartyLite Companies subsidiaries and combined them with its own Candle-lite Companies subsidiaries, forming Luminex Home Décor & Fragrance, LLC, which is a wholly owned subsidiary of Luminex Home Decor & Fragrance Holding Corporation.

Essentially, Luminex was formed through the merger of Candle-Lite, a Centre Lane Partners portfolio company, and PartyLite, a Carlyle Group (CG) portfolio company.

However, PartyLite’s ownership was once again in flux in 2022. Global Consumer Acquisition Corp., based in Marietta, Ga., had agreed to acquire Luminex Home Décor & Fragrance, including PartyLite, for a combined valuation of $507.1 million. The merged entity was intended to be named Ascence Brands and would include various candle and personal care brands.

Unfortunately, the acquisition fell through on February 1, 2023, as Global Consumer Acquisition Corp. was unable to secure financing.

PartyLite CEO and Headquarters

Blyth, Inc., which operates under the PartyLite brand, has been making waves in the industry under the leadership of CEO Harry Slatkin. The other key executive is Dan Chard, the President and COO.

Headquartered in Norwell, Massachusetts, at 600 Cordwainer Drive 02061, PartyLite has established itself as a global player with twelve office locations globally. The corporate headquarters for Luminex, the parent company, is located in Blue Ash, Ohio.


Section 2 – Business Model

In this section, you’ll get to know PartyLite’s business model in-depth. This independent investigation provides a comprehensive, highly detailed look at the company’s sales system and the potential for distributors.


How PartyLite Markets its Services

PartyLite has established itself as a leading direct-sales company in the United States and worldwide. Their marketing efforts encompass two primary platforms: the Party Plan model and the Affiliate model, both with a multi-level marketing component.

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The Party Plan model operates in Austria, Germany, Switzerland, Poland, the Czech Republic, France, and Slovakia. On the other hand, the Affiliate business model operates in the United Kingdom, the United States, Canada, and Australia.

The Party Plan model, PartyLite’s traditional direct-selling approach, relies on independent sales consultants hosting parties to sell products. On the other hand, PartyLite is in the process of transitioning to a digital social selling affiliate model.

Additionally, PartyLite offers eShops, e-commerce platforms that provide corporate-branded and personalized websites for consultants and affiliates, localized for each market. The company also leverages social media platforms to enhance its marketing efforts. Overall, they employ search engine optimization and search engine marketing techniques, engage in paid search and social advertising, and consolidate email marketing into a unified platform.

Notably, PartyLite’s proprietary e-commerce platforms accounted for approximately 36% of their total sales in 2022.

The Number of Party Plan Consultants

PartyLite boasts of a sales force of approximately 30,380 people worldwide in 2022. The Party Plan model had nearly 13,300 Consultants, and the Affiliate business model had slightly over 17,000 Affiliates.

Back in 2015, PartyLite’s influence was greater, with nearly 60,000 individuals actively selling their products across the globe, with more than 12 million people attending PartyLite parties each year.

How to Make Money on PartyLite

This MLM company offers two distinct business models for individuals to generate income: the Party Plan and Affiliate models.

Under the Party Plan model, independent contractors, known as Party Plan Consultants, have the opportunity to generate sales by hosting in-home parties or conducting face-to-face discussions and demonstrations.

Recent advancements in digital transformation have also allowed Consultants to host online parties and engage in e-commerce activities through company-provided personal websites.

Consultants can expand their sales networks by recruiting and training other individuals, creating a lineage of up to seven downline levels.

This multi-level structure allows Consultants to earn commissions on their own sales as well as a percentage of their downline network’s sales. Additionally, Consultants can receive bonuses and even qualify to attend company sales events.

In 2020, PartyLite introduced a new social selling Affiliate model in select markets. This model empowers independent consultants, referred to as Affiliates, to serve as brand ambassadors and influencers through various social media platforms like Facebook and Instagram. Each Affiliate receives a Unique Affiliate Link (UAL), which they can share with consumers on their social media platforms to facilitate product purchases.

Affiliates earn commissions when products are bought using their UAL. Similarly to the Party Plan model, Affiliates can earn additional commissions from Affiliates they have personally recruited. However, the lineage structure is limited to one or two downline levels depending on the market.

Here are the commission rates for PartyLite’s Affiliate program:

  • A 20% discount on PartyLite products, allowing Affiliates to save while they earn.
  • Up to 35% in commissions on the products they sell (a profit of 25% on all compensatable sales, and achieving monthly sales of $2,300+ unlocks an extra 7% bonus).
  • By moving up to the first two levels of Leadership, Affiliates can earn a 38% total Leadership profit on personal sales (25% Profit, 6% bonus, and 7% profit on total compensatable sales of the Consultants within your unit).

PartyLite’s Brite Start program also offers a range of enticing rewards.

Customers can benefit too by becoming Preferred Members to enjoy rewards on personal purchases that can be redeemed for future online purchases, exclusive offers, monthly exclusive member-only offers for hosting Parties, and much more.

PartyLite’s Compensation Model Explained

In 2021, PartyLite initiated “Project Alpha,” a comprehensive restructuring endeavor that implemented business model changes across North America, the U.K., and Australia.

In those areas, PartyLite shifted to a digitally focused social selling model through Affiliates, replacing the reliance on in-home parties with independent Consultants.

Therefore, PartyLite offers two compensation models: the Consultants program and the Affiliate program.

Consultants Program

The Consultants program features the following ranks:

  • Consultant (CNS)
  • Team Builder (TB)
  • Unit Leader (UL)
  • Senior Unit Leader (SUL)
  • Group Leader (GL)
  • District Leader (DL)
  • Regional Leader (RL)
  • Regional Vice President (RVP)
  • Senior Regional Vice President (SRVP)

At the Consultant level, you are expected to hold and submit a minimum of two parties per week, ensuring consistent monthly bonuses.

Additionally, you should act as a host coach for gatherings with ten or more guests, securing at least three future party bookings from each party. Consultants must identify two sponsoring leads at each party and actively follow up on them with their leaders.

To become a Team Builder, you must personally sponsor two Consultants within six months before the end of the qualifying month. You must also maintain active Consultant status with sales of $500 or more and have two personally sponsored Consultants making sales.

High ranks have higher requirements.

Here is an overview of the compensation plan in the Consultant program:

Partylite MLM structurePin

There are also Special Incentive Bonuses (SIB) for SRVPs as indicated below:

Partylite bonusPin

Affiliate Program

On the other hand, the Affiliate program provides a simplified approach to earning commissions. Affiliates can enroll in the program to receive a 20% discount on PartyLite items and earn commissions by sharing their unique URL.

The commission structure is based on monthly net sales through the Affiliate’s link, ranging from 15% to 35% for both the U.S. and Canada.

You can become a VIP Affiliate by building a team of one-level downline Affiliates and achieving at least $100 in monthly customer sales to qualify for an additional 5%, 7%, or 10% commission.

If your Affiliates further duplicate the model and bring in their own Affiliates (level 2), you can earn a 5% commission on their monthly sales.

Here is an overview of the commission structure:

United StatesCanada
Your Monthly Net SalesCommissionYour Monthly Net SalesCommission
$0 – $249.99 15%$0 – $349.99 15%
$250 – $749.99 20%$350 – $949.99 20%
$750 – $1,499.9925%$950 – $1,899.99 25%
$1,500 – $2,999.99 30%$1900 – $3,799.99 30%
$3,000.00 35%$3,800 35%
Level 1 Monthly SalesExtra CommissionLevel 1 Monthly SalesExtra Commission
$0 – $1999.995%$0 – $2,599.995%
$2000 – $3999.997%$2,600 – $5,199.997%

Party Hosting

Simply participating in PartyLite as a host brings its own benefits.

Partylite: table of party hosting benefitsPin

Hosts earn 25% credit from party sales when they have at least one booking within 30 days. They can also purchase half-price items as party sales increase and enjoy special offers when reaching specific sales thresholds.

Furthermore, hosts receive additional perks when their guests book parties within 90 days, plus other benefits.

Furthermore, PartyLite provides an opportunity for customers to become PartyLite Preferred Members to earn rewards on future purchases.

Requirements to Become a PartyLite Affiliate

Here’s what you need to know, based on the Affiliate Agreement and the official Affiliate Guide.

To qualify as a PartyLite Affiliate, you should:

  1. Be at least 18 years old or the age of majority by law.
  2. Not act on behalf of any other company.
  3. Be a United States citizen with a valid Tax Identification Number or Social Security Number, for US Affiliates. Canadian Affiliates must have a valid Canadian address.
  4. Comply with any required governmental business licenses or permits.
  5. Follow the guidelines outlined in the Affiliate Guide, as well as the terms and conditions stated in the Affiliate Agreement, Website Terms & Conditions, and Privacy Policy.
  6. Promote PartyLite in a positive manner and refrain from disparaging the company, its products, programs, representatives, or personnel.
  7. Not use PartyLite information for non-PartyLite activities.
  8. Safeguard confidential PartyLite information.

These requirements serve as the foundation for your independent business relationship with PartyLite.

How Much Money Can You Make With Partylite?

Although this company hasn’t provided an affiliate/ consultant income disclosure statement, we can look at the financial details to provide an informed perspective.

PartyLite reported a decline in direct marketing expenses (DME) for the year 2022, amounting to $41.4 million, a decrease of $15.8 million or 27.6% compared to 2021. This reduction was primarily due to lower sales volumes.

Considering that the company had a sales force of 30,380 people in 2022, the approximate income per salesperson was roughly $1,362.

Direct marketing expenses, a significant component of PartyLite’s business model, generally account for around 40% of revenue. In fiscal year 2021, these expenses amounted to 39.5% of revenue. This is expected to further decline due to the transition from consultants to affiliates.

How to Sell PartyLite’s Products

For consultants, here’s a breakdown of the recommended sales techniques (more on our dedicated guide about how to earn money with network marketing today):

  1. Utilize social media
  2. Leverage email
  3. Personalized phone calls
  4. Engage with physical mail
  5. Wear items with the PartyLite logo
  6. Personal interactions
  7. Host parties

The Cost to Join PartyLite

PartyLite’s Affiliate program entry fee is $50. The annual fee is the same as the joining fee.

For those joining the Consultants program, signing up for the PartyLite Pay portal is required. However, some nominal fees accompany this service.

These fees include a $1.50 monthly access fee, a one-time card activation fee of $2.95 (for the optional PartyLite branded card), and a $3.00 fee for each month of inactivity after three months. Inactivity refers to not initiating a payout of earnings for three consecutive months.

Starter kits are also available for new PartyLite Consultants, including:

  • the Deluxe Starter Kit, priced at $385.50
  • the Quick Start Kit, priced at $257 retail
  • the Sign Me Up Kit for $106 retail
  • the Kit Bonus, priced at $128.50 retail
  • the Sign Me Up Kit Bonus for $124.50 retail

To become a PartyLite Preferred Member, simply place an order, either at a Party or online, and join the membership for free.


Section 3 – Products

This section dives deep into what makes PartyLite’s products stand out from the rest. We cover the variety of products it offers and their unique features.


What PartyLite Sells

PartyLite’s business is centered on exquisite scented candles. The company states that they have a commitment to using the finest and purest ingredients in their candles.

At the core of the product lineup are the filled-glass candles, which accounted for approximately 48% of sales in 2022. These candles, positioned as affordable luxury items, have an average price of around $19 per candle.

The brand also caters to varying preferences by offering a diverse range of candle formats:

  • Tea lights, comprising smaller-format decorative candles, contributed to approximately 21% of total sales in 2022.
  • Votives, featuring conic decorative candles, accounted for approximately 2% of total sales.
  • Wax melts, which serve as both decorative and fragrant options, represented about 4% of total sales.
  • Home décor accessories, constituted around 15% of total sales.

The wide selection of fragrance products includes Forest Bathing, Wine Time, BeBalanced, Nature’s Light, and Monochrome. And the accessories include candle holders, essential oil diffusers, wax melt warmers, and replacement parts.

Unique Features of PartyLite’s Products

PartyLite markets its products as featuring conscious design, being cruelty-free by never testing on animals, containing natural essential oils, giving a clean burn with minimal soot, and being non-toxic by having no parabens, phthalates, or sulfates.

PartyLite goes further to provide a “No-No List,” an extensive catalog of over 40 questionable ingredients that they never use, including: 1,4-Dioxane, BHA, Carbon disulfide, Coal tar dyes, and many more.

Where PartyLite’s Products are Made

Luminex, the parent company, manufactures around 95% of PartyLite and Candle-lite products in a massive facility spanning 880,000 square feet in Leesburg, Ohio.

Luminex utilizes a combination of domestic and import suppliers for its raw materials. The primary raw materials encompass wax, vessels and lids, and fragrance oils, all of which accounted for approximately 76% of the raw material spend in 2022.

The wax is all sourced domestically in the US, with paraffin wax primarily supplied by ExxonMobil Corporation and Industrial Raw Materials, LLC.

Glass vessels, a key component for filled jar candles, are procured from both domestic and international sources.

Luminex relies on prominent suppliers like Stoelzle Glass USA, Inc., Trend Glass Sp. Z o.o. (Poland), AEGG Limited (UK), and Vicrila Glass Manufacturing Company, S.A. de C.V. (Mexico). Additionally, metal, glass, and wood lids primarily come from Asia (Dewan and Sons Exports Pvt. Ltd. is the largest supplier).

Fragrance oils are sourced domestically. The primary suppliers include Givaudan International SA, Arylessence Inc., International Flavors & Fragrances Inc., and Symrise AG.

Finally, wick materials and various packaging materials are mainly procured domestically.


Section 4 –Doubts and Misconceptions about PartyLite

PartyLite is a large and complex organization, and it’s no surprise that there are some misconceptions about it. In this section, we will take a closer look at some of the most common concerns, and try to provide some clarity.


Lawsuits and Independent Reviews of PartyLite

PartyLite has faced its fair share of controversies and legal battles over the years.

In a comprehensive investigation conducted by Truth in Advertising (TINA.org) between June and November 2017, TINA.org discovered that over 97 percent of companies on the Direct Selling Association (DSA) membership list, including PartyLite, had made false and unsubstantiated income claims to entice potential distributors.

One notable lawsuit from 2010 involved Mary Grace Lewandowski, a former “senior regional vice president” at PartyLite.

Lewandowski held a barbecue in her home where she invited her colleagues and attempted to recruit them for a rival company. PartyLite responded by alleging breach of agreements, misappropriation of trade secrets, and tortious interference, seeking a staggering $2 million in damages.

In addition, in 2009, PartyLite was confronted with accusations of discrimination.

A case filed against the company by Mokry, a Hispanic woman, claimed that she faced unfair treatment, including failure to promote and disciplinary action based on race, national origin, gender, and age.

Further disputes unfolded in 2012 when PartyLite filed an action against Tarie MacMillan, accusing her of breaching contracts, misappropriating trade secrets, and engaging in tortious interference.

More recently, in March 2023, Iliana Lopez lodged a complaint against PartyLite Gifts, Inc. in New York, alleging that the partylite.com website is not sufficiently digitally accessible.

What Kind of Wax Does PartyLite Use in Their Candles?

The wax is a blend of paraffin and triglyceride wax (such as palm and soy).

The triglyceride wax is supplied by South Chicago Packing, LLC. This blend, comprising food-grade paraffin wax, holds a significant amount of fragrance, resulting in a more pronounced scent released when the candle is lit.

Can You Sell PartyLite’s Products on eBay?

No, PartyLite Consultants and Affiliates are prohibited from selling PartyLite brand products on auction sites like eBay and Yahoo!


Section 5 – FAQs And Recap

In conclusion, we summarize some key concepts by answering frequently asked questions about PartyLite


What is PartyLite’s business model?

PartyLite combines the Party Plan and Affiliate models in its direct-sales strategy. Consultants host parties or leverage e-commerce for sales, while Affiliates promote through social media.

How has PartyLite’s financial performance been over the years?

PartyLite experienced a dip in revenues over the past few years, but projections indicate potential annual growth of approximately 3.7% from 2023 to 2026.

What types of products does PartyLite offer?

PartyLite offers a range of products including scented wax candles, tea lights, votives, wax melts, and home décor accessories. These products are cruelty-free and non-toxic.

Has PartyLite faced any controversies or legal disputes?

Yes, PartyLite has faced several controversies and legal disputes, including allegations of false income claims, breach of agreements, and accusations of discrimination.


Sources

Credits (images)

  1. Top 9 MLM candle companies worldwide
  2. Scentsy

Author: Victor Nyorani

Victor Nyorani - Network Marketing Start

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