With a mix of new product innovation, engaging marketing, and strong support across multiple retail sectors, Xystos Flame & Fragrance has achieved remarkable results in the first half of 2025. Head of sales Paul Travis explains what’s working for this gift supplier
Stand: Hall 6 G14, G15 & G18
How have sales been so far this year?
Despite earlier economic forecasts, the first half of 2025 exceeded expectations. Sales rose 67% in Q1 and although they slowed in Q2 but were still a respectable 19% up, we remain 43% up for the year to date and anticipate a strong second half.
What factors do you attribute this to?
Much of our growth comes down to a combination of factors. We have invested in new product development and kept a close eye on shifting consumer behaviour, ensuring our offerings remain fresh and relevant.
Our marketing efforts – especially around in-store experiences and digital engagement – have supported both established and new retail partners. Additionally, we have expanded distribution channels and strengthened relationships with key accounts, which has helped us tap into emerging opportunities and maintain momentum, despite a challenging retail landscape.
We work on developing product that reflects the market needs, with a focus on strong commercial design and value for money. Xystos’ business is focused on three key product sectors: bath & body with our brands Di Palomo and Naked Bee, home fragrance with our Cello brand, and gifting with our Splosh and Gleneagles brands.
We study and compile a marketing and product strategy for each sector we operate within, helping the sales team to have a clear and strong focus to advise their customers on which products work for them.
Any specific retail successes in 2025 you would like to highlight?
We achieved growth across all three of our market sectors: garden centres, card and gift, and direct sales. We’ve just had our strongest ‘Christmas in July’ with QVC, creating record sales for them with Cello.
And we’re working well with garden centre groups Dobbies and Blue Diamond, major card and gift retailer Cardzone, and buying group Cardgains. Expanding distribution involves identifying new retailers to collaborate with in the continually evolving high street market.
What were your hero brands in the first half?
Travel Maps & Globes has been a top seller for more than five years, experiencing fivefold growth in 2024 and continued expansion in 2025. It now represents our largest sector. Travel Maps perform strongly across all retail sectors, offering a year-round, consumer-friendly product.
And celebrating its 21st anniversary, our Italian-inspired bath & body brand Di Palomo continues to grow with updated packaging and new products, including bath honey, reed diffusers, and a stylish eau de toilette.
Do you have launches planned for Autumn Fair?
Newness, along with proven sellers, is the company’s lifeblood. We are launching Cello Home: a comprehensive range of fragrance products, with an exciting ceramic house theme giving a decorative edge to the collection. We are also expanding Gleneagles Lighting: a sector which grew strongly in the second half of 2024.
Which key element do you credit for your achievement in retail?
We develop cost-effective retail display solutions for all our brands, offering them free of charge to help retailers maximise product visibility and sales. Plus, our ownership of the Collectables retail chain gives us valuable insight into retail display strategies and allows us to evaluate new products prior to their market launch.
Stand: Hall 6 G14, G15 & G18
Call: 0191 499 1570
Email: sales@xystos.co.uk
Visit: www.xystostrade.co.uk
