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Max Benjamin Targets Emerging Market for Luxury Home Fragrances

Irish owned Max Benjamin, originated from Enniskerry, a village in County Wicklow, is run by two brothers Mark and David Van den Bergh. Named after their nephews, Max and Ben, who are the sons of their sister Orla (founder of the company), the collection has evolved over the years from the Oberg range of hand poured pillar candles into what is now an international brand, which currently includes 17 luxury natural wax candles as well as fragrance diffusers and body care range.

The Irish brand rose in popularity when Italian design house Alessi signed a distribution deal with Max Benjamin, bringing the brand into markets like Italy, France, Germany and Austria. In Ireland, the Max Benjamin range is stocked in stores including Brown Thomas and Arnotts, which it is also carried by Fortnum & Mason and Selfridges in London. Max Benjamin is bringing their product offerings into emerging markets for luxury home fragrances in Asia, starting with Japan, having been well-received for its premium range, Ilum collection, priced between SGD 150 to SGD 700.

Max Benjamin has signed an exclusive distribution deal with Innova Distribution, who represents several prestigious luxury home fragrances in Singapore. Being an emerging market for luxury home fragrances which sees increasing floor space in home fragrance sections in departmental stores, the demand for home fragrances in Singapore is definitely on the rise.

Known for not only its unique coffee and tea collection respectively, Max Benjamin diffusers are also recognised for being alcohol-free and low in allergens.

Max Benjamin brings its complete collection to Singapore, which comprises of:

1. Amalfi Collection of Diffusers, Candles & Scented Cards 2. Classic Collection of Diffusers, Candles, Refills & Scented Cards 3. Coffee Collection of Diffusers & Candles

4. Tea Collection of Diffusers & Candles

Max Benjamin will be available at Robinsons The Heeren and Tangs Orchard from March 29, 2017.



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