The inception of Cork and Candles is a narrative rich in family history and entrepreneurial foresight, intricately woven by co-founders Kenny Straub, and his father, David Straub.
With roots in a childhood spent in an ice cream franchise unit operated by his parents as franchisees, Kenny was well-versed in the nuances of running a franchise business long before he envisioned Cork and Candles. He saw firsthand the immense hard work and dedication required to achieve success. Kenny’s parents managed two franchise units for nearly two decades before they ultimately sold the businesses. Kenny recalls the support that a franchise with over 300 units provided to its franchisees, “There are always things in any franchise or in any business that you see and say ‘I might be able to do that differently or maybe better.’”
Another fascinating story that led to the inception of Cork and Candles is that of David Straub. His early ventures into candle-making began in his youth, making candles with his father and selling them locally. This instilled a sense of craftsmanship and business mindset that would later become the cornerstone of Cork and Candles. Kenny recalls with a smile, “My father’s candles weren’t some ordinary candles, they were expressions of art. He would make candles, put them on a wagon and sell them door to door… So at the core of our business is that artistic and creative passion.”
“We are in the hospitality business, we are not in the candle business.”
Kenny’s personal journey in candle making began with an ambitious yet challenging endeavor. “My first attempt to make a batch of candles ended in failure,” he recalls with a laugh. “I decided to make 100 candles, not realizing the precision required in the wax heating process.” This initial mishap became a learning curve, as it highlighted the special techniques needed in candle making — from maintaining the right temperature to choosing the correct waxes and wicks.
Cork and Candles is about bridging the gap between artistic passion and entrepreneurial pragmatism. The business is designed to empower the franchisees, enabling them to harness their creativity within a supportive franchise framework.
“There are tons of artistic people out there that have a passion to be creative but may not have the business acumen to build the business to know how to think about cash flows or their capital expenditures to get the business open or don’t know how to approach pricing or margins. And with our support [the tools that we, as a franchisor, provide] they can build a profitable business that combines both. It’s really beautiful and it helps people pursue a passion and… love their job.”
This dual focus has necessitated a unique approach, one where creativity aligns with structured business strategies. The franchise model developed by Cork and Candles ensures that while franchisees bring their local flair and creative spirit, they are also guided by a proven business model that emphasizes sustainability and growth.
Experiential Retail: Crafting Memories, One Candle at a Time
Cork and Candles revolutionizes the retail experience by transforming customers into creators. This hands-on approach is facilitated by thoroughly trained Chandlers in beautifully designed stores that reflect the Straubs’ visits to Napa Valley, where inspiration was drawn from the area’s rustic charm and artisanal legacy. “Our stores are more than just retail spaces; they’re creative studios where individuals can craft something unique, something personal,” says Kenny.
At Cork and Candles, attention to detail and a pursuit of excellence define every experience. With a meticulous selection process for the finest ingredients and an expansive library of scents, Kenny and his dedicated team ensure that every aspect is thoughtfully considered. From the moment guests step in, they are enveloped in an atmosphere crafted with care. Each session is a journey of creativity and craftsmanship, culminating in the creation of handmade, beautifully packaged, and personalized scented candles. Beyond the products, it’s about creating lasting impressions; guests leave not only with candles that speak to their senses but also with smiles and cherished memories of a truly exceptional experience.
The transition from an idea to a structured franchise was facilitated by Spadea Lignana. “Understanding the legal landscape is crucial in franchising,” Kenny states.
This legal support has been instrumental in structuring the franchise operations to ensure compliance with franchise laws and to protect the brand while allowing for the scalability that Cork and Candles aspires to achieve.
Literature That Lights the Way
The philosophical underpinnings of Cork and Candles have been significantly influenced by key literary works. “The Infinite Game” by Simon Sinek has inspired a long-term vision for the company, focusing on sustainability and the ongoing satisfaction of customers and franchisees. Meanwhile, “Unreasonable Hospitality” by Will Guidara has shaped their approach to customer service, where going above and beyond is the norm. “This book reinforced our belief in going beyond conventional service to create truly memorable experiences,” says Kenny. “We consider our customers as guests, aiming to offer an exceptional experience that they will cherish and share.”
Building a Lasting Legacy
With a recent opening of a third corporate store in Philadelphia and a first franchise sold within a few months after the launch, Cork and Candles continues to expand. Kenny and David are committed to nurturing a community of creative entrepreneurs. Each new franchisee brings their unique perspective to the brand, enriching the collective experience with their individual creativity and vision. “Our growth is a testament to our commitment to our values and the strong community we have built,” Kenny reflects.
Cork and Candles is not just a business; it’s a movement towards integrating art, community, and entrepreneurship. With each candle lit, Kenny and David Straub are igniting the flames of creativity and business acumen in every franchisee who joins their journey.
Cork and Candles stands as a beacon for aspiring entrepreneurs, demonstrating that with the right blend of passion, vision, and expert support, the dream of owning a creative and profitable business is well within reach.
For more information on Spadea Lignana, please visit Spadea Lignana
To explore franchising opportunities with Cork and Candles, visit Cork & Candles Franchising