Field Day uses Invest NI support for sweet smelling export success

Author

Mark Bleakney
Jun 13, 2018

Carryduff based Irish home fragrance brand Field Day Ireland has used Invest NI support to grow its brand and sell in international markets.

The company sells a home fragrance range including fragranced candles, soaps, room diffusers and fragranced sachets inspired by the scents of the Irish countryside. The range is listed in over 250 stores around the UK and Ireland. Originally founded as Bog Standard 15 years ago, Field Day is the new brand that the company developed following participation on our Design Development Programme (DDP).

We used Invest NI support to attend the NY Now trade show in New York where we secured a deal to supply 20 new retail outlets across the US with our products.

Alix Mulholland, Creator of Field Day and Field Apothecary

Recognising the importance of design, packaging and marketing in an intensely competitive industry, the company contacted Invest NI to see how we could help develop a strong brand identity with high quality design.

Our programme enabled the company to tap into the expertise and talents of an established design studio and enabled a professional designer to work closely with the company in the development of a design concept for its new identity. It was through this that the company moved to the brand ‘Field Day’ and then subsequently launched ‘Field Apothecary’, a boutique capsule collection of essential oil candles that celebrate the native scents of Ireland.

Supporting Field Day’s investment in design, marketing and trade development activities has enabled the company to leverage new business outside Northern Ireland, including breaking into the US market.

 

Alix Mulholland, Creator of Field Day and Field Apothecary said:‘We wanted our brand to stand out from the crowd and being able to access design support from Invest NI has helped us to design a new brand and increase our competitiveness in key target markets, specifically the US.

We wanted our brand to stand out from the crowd and being able to access design support from Invest NI has helped us to design a new brand and increase our competitiveness in key target markets, specifically the US.

Alix Mulholland, Creator of Field Day and Field Apothecary

‘The design specialists provided advice on improving key areas including brand and communications strategies, innovation processes and product design. When we were content with our new Field Apothecary brand we felt we had the right product offering to actively target export sales. We used Invest NI support to attend the NY Now trade show in New York where we secured a deal to supply 20 new retail outlets across the US with our products. This is an exciting time for our business and our next steps will be to build on this and secure further sales in this lucrative market.’

Invest NI has offered Field Day £46,680 of support towards marketing activities and the recruitment of an Operations Manager and a Marketing Executive.

Field Day was listed as one of the Top 5 Irish beauty brands by The Irish times last year and the Field Apothecary ‘Rain’ won the 'Home Product of the Year' in the @Image_Interiors Design Awards.

 

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