By Business & Finance 
In our Ones to Watch section, we highlight some of the top movers and shakers in Ireland. This week we feature Purcell & Woodcock.
What is it?
Purcell & Woodcock is a luxury lifestyle brand. Founder Gina Cassidy realised that there was a gap between the luxury home fragrance market and the lower-end, lesser-quality products on offer. She saw a niche for quality products that came in at a price point to make them an affordable luxury. The range currently offers candles, diffusers and room fragrances, as well as branded corporate gifting options.
Who’s behind it?
Purcell & Woodcock was founded by Gina Cassidy. Gina was HR Director for District, a niche management consultancy with offices in Dublin, London and New York. The company was acquired by the independent global business advisory firm FTI in 2013, where Gina was Associate Partner for HR.
How is it funded?
Purcell and Woodcock is privately funded. It’s continued growth and expansion is funded through strong cash flow.
Future plans?
Purcell & Woodcock has over 300 stockists between the UK and Ireland – 250 in Ireland and 70 in the UK. The company is actively seeking concessions as part of its growth strategy. Online sales are growing rapidly and doubling year on year. This growth is being driven by increased brand awareness. The business strategy in the first two years has been to focus on getting its wholesale service right. The company is investing in online sales as the brand grows with a strategic plan to achieve up to 40% of sales online by 2020.
Business & Finance, Ones to Watch
Business & Finance, in association with Comtrade Digital Services, recognises Ireland’s most dynamic emerging businesses in ‘Ones to Watch’.
Ireland is alive with a vibrant start-up scene and the entrepreneurs featured are shaping the country’s economic landscape.
