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Inside Amazon aggregator Win Brands' development and launch of its newest cult-favorite candle collection, from ideation to influencer partnerships

Inside Amazon aggregator Win Brands' development and launch of its newest cult-favorite candle collection, from ideation to influencer partnerships

The Astrology Collection being produced.
Homesick




Amazon rollup firm Win Brands Group acquired the popular Homesick Candles brand in 2018.




The firm recently helped roll out an astrology-themed line in partnership with a pair of influencers.




Insiders walked through the development process from ideation to production.


A 12-product launch in the face of a severely knotted supply chain might be enough to faze some, but Emeka McQuade liked his odds going in. McQuade is the public-relations director of the Amazon aggregator Win Brands Group, which has raised $50 million since it was founded in 2016, according to Crunchbase, and has three brands under its umbrella: Homesick Candles, Gravity Blankets, and the silicon-band retailer Qalo. Amazon aggregators, or roll-ups, are companies that buy up successful Amazon sellers and apply economies of scale, and they're raking in venture capital.
Inside Amazon aggregator Win Brands' development and launch of its newest cult-favorite candle collection, from ideation to influencer partnerships

Emeka McQuade, public-relations director of Win Brands Group.
Win Brands

Homesick codeveloped the recent product line alongside the AstroTwins Tali and Ophira Edut, twin-sister astrologers known for their horoscopes for Elle magazine and elsewhere online.
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