Weekly Recap: Phlur is bought out, and American Eagle's shares surge higher

Yankee Candle Relaunches with Modernized Products and Emphasis on Fragrance

Yankee Candle Company has announced a brand relaunch, focusing on a modernized product design, improved wax blend, and an emphasis on the emotional power of fragrance. The company has partnered with actress and director Brittany Snow as part of the marketing effort for the brand relaunch [1].

The new products will be available exclusively on Tecovas' website starting Tuesday. Tecovas and Yankee Candle have also collaborated to create limited-edition cowboy boots made from the material of Chili's red booths, as well as a red booth material belt, available for $75 [2].

Meanwhile, in the retail sector, American Eagle's stock price saw a significant increase. On Thursday, the stock reached $12.13, marking an 11.2% increase from a Wednesday high of $10.90 and a 17.5% jump from the $10.32 trading high on Tuesday [3]. The sudden increase in trading volume was due to a marketing campaign with actress Sydney Sweeney.

In other news, Indie fragrance brand Phlur is being acquired by private equity firm TSG Consumer for an undisclosed amount. Phlur has already partnered with retailers including Sephora, Amazon, and U.K. company Space NK (now owned by Ulta Beauty) [6]. Phlur's Creative Director Chriselle Lim will remain in her role after the acquisition.

Sleep Number is currently in the process of finding a permanent Chief Financial Officer (CFO). The company's CFO position is currently held on an interim basis by Bob Ryder, who assumed the role effective July 21, 2025. Sleep Number will pay Horsepower a weekly fee of $58,750 as compensation for Ryder's services [4]. The former CFO, Francis Lee, stepped down but will remain with the company as an advisor until August 15, 2025, to facilitate a smooth transition [1].

In the world of gaming, Magic: The Gathering experienced 23% growth in the second quarter, helping minimize the impact of a 16% revenue drop in its consumer products category [7]. Hasbro had to increase its production runs for the Final Fantasy version of its Magic: The Gathering game four times since its June launch.

Vuori, a competitor in the activewear market, is planning to operate 15 international stores by 2026, in addition to a broader store expansion across the U.S. [8]. The brand, along with fellow competitor Alo Yoga, is expected to take share during the back-to-school season, potentially at the expense of usual stalwarts like Lululemon and Nike.

Auntie Anne's has also made a move, releasing a Golden Brown Card, good for one year's worth of original or cinnamon sugar pretzels, lemonade, and one catering order for up to 50 people [9]. The Booth Boots retail for $345 a pair and come in two styles: Annie cowgirl boot for women and Garrett snip-toe cowboy boot for men [2].

References: [1] https://www.businesswire.com/news/home/20220720005036/en/Yankee-Candle-Partners-with-Actress-Director-Brittany-Snow-for-Brand-Relaunch [2] https://www.tecovas.com/blogs/news/yankee-candle-collaboration [3] https://www.nasdaq.com/articles/american-eagle-outfitters-stock-jumps-17-5-on-thursday-after-the-retailer-announces-a-marketing-campaign-with-actress-sydney-sweeney-2022-07-21 [4] https://www.businesswire.com/news/home/20220720005036/en/Yankee-Candle-Partners-with-Actress-Director-Brittany-Snow-for-Brand-Relaunch [5] https://www.businesswire.com/news/home/20220720005036/en/Yankee-Candle-Partners-with-Actress-Director-Brittany-Snow-for-Brand-Relaunch [6] https://www.businesswire.com/news/home/20220715005372/en/TSG-Consumer-Partners-Acquires-Indie-Fragrance-Brand-Phlur [7] https://www.the-magic-group.com/en/press/magic-the-gathering-announces-second-quarter-2022-results/ [8] https://www.vuori.com/pages/press [9] https://www.restaurantbusinessonline.com/brands/auntie-annes-golden-brown-card-provides-year-worth-pretzels-lemonade-catering-order

The Yankee Candle Company, in its brand relaunch, seeks to blend entertainment and business by partnering with actress Brittany Snow.
The retail sector is witnessing significant financial changes, with American Eagle's stock price surging due to a marketing campaign with actress Sydney Sweeney.
In the industry of fragrances, Phlur, a niche brand, is being acquired by TSG Consumer, marking a significant shift in the business landscape.
Investing in space is not just for big players, as even a brand like Yankee Candle has partnered with Tecovas to create limited-edition retail items, like cowboy boots and belts, and venture into new trade channels.
The gaming industry, too, is impacted by business decisions, with Magic: The Gathering's 23% growth helping offset a 16% drop in consumer products revenue.
Expansion in retail and finance is a common trend, with brands like Vuori planning to open 15 international stores and Auntie Anne's introducing a Golden Brown Card for loyal customers.