Case Study: Yankee Candle achieves 10x subscription revenue growth with Ordergroove

How Yankee Candle boosted their recurring revenue by 343%

Yankee Candle partnered with Ordergroove to meet a growing preference for online shopping by launching a high‑quality subscription program (Auto‑Ship) in November 2019. The Massachusetts‑based home fragrance brand needed a differentiated direct‑to‑consumer experience with special promotions and reduced shipping to convert one‑time buyers into repeat customers.

Ordergroove implemented a frictionless Auto‑Ship experience with full customer control, a $10 free‑shipping threshold, loyalty rewards integration, and later introduced curated Fragrance Flight subscription boxes. The results were dramatic: orders +300% and spend +200% early on, 10x subscription revenue eight months after launch, 343% growth in recurring revenue since the pandemic, 90% subscriber retention, and 70% of seasonal box buyers opting into subscriptions.

Yankee Candle

Justin Swenson

VP of eCommerce, DTC & Digital Technology