Introducing the New Bloome Collection
The Bloome Collection has undergone its most significant refresh to date, spanning new fragrances, upgraded formulations, and redesigned packaging across the entire range. The relaunch is now live, and this article sets out what has changed, why it has changed, and what it means for retailers stocking the range.
Why We Refreshed the Range
Home fragrance is no longer a simple, single-purpose purchase. Shoppers today want a fragrance that creates atmosphere, reflects their personal taste, and genuinely supports how they feel at home not just something that masks a smell.
We built the refreshed Bloome fragrance portfolio around that shift. Each scent now has real structure, with top, middle, and base notes composed the way an established fragrance house would build a fragrance, rather than relying on a single dominant note. And the range itself has been made more flexible, so it can move with seasonal trends and changing tastes instead of sitting fixed for years at a time.
Four Fragrance Families, Available Year-Round
The core range is now organised around four fragrance families - Fresh, Floral, Fruity, and Warm each available as a permanent, year-round offer and supported by seasonal and trend-led editions introduced throughout the year. This structure gives retailers a more predictable flow of new fragrances, makes it easier to plan stock and shelf space in advance, and ensures the range always has a reason for a returning customer to look again.
The four new core fragrances leading the relaunch are as follows.
Tranquil Floral Bloom: A romantic floral composition set against a warm sandalwood and musk base, opening with fresh fruit top notes and a luscious floral heart, finished with ambergris. Designed to feel like a modern, everyday floral rather than an old-fashioned one.
Balancing Spring Meadow: A fresh, effortless blend built around chamomile and fresh-cut grass and herbs, grounded in cedar. Intended to evoke open fields and sunlit mornings, and to feel genuinely uncomplicated.
Peaceful Evening Retreat: Crisp grapefruit and citrus top notes balanced against an aromatic edge of cedar leaf and patchouli, resting on a base of sandalwood, musk, and vetiver. Built to capture the feeling of a calm summer evening.
Energising Tropical Escape: A vibrant blend of tropical fruit and cucumber with a soft floral heart of lily of the valley, on a base of sandalwood and musk. A more uplifting, escapist option within the range.
Together, the four fragrances give retailers genuine breadth within a single, coherent core range, rather than four unrelated one-off scents.
Product Improvements
Alongside the new fragrances, the products themselves have been meaningfully improved, not simply re-labelled.
The candle now weighs 95g, with fragrance concentration doubled to 4% for a significantly stronger scent throw, and is presented in new wrap packaging designed for better shelf visibility. The reed diffuser now contains a 30ml fill in a larger boxed format with the reeds visible through the packaging, so the value on offer is obvious to a shopper at a glance; the fragrance oil itself has also been changed to a clear formulation for a more premium appearance. The plug-in has been given an entirely new shape, featuring an embossed Bloome logo and adjustable fragrance control, allowing shoppers to tailor the intensity of the scent to their room. Refills carry the same improved, clear fragrance oil and remain compatible with a leading plug-in brand's device, removing any compatibility barrier at the point of sale.
Across the range, packaging has been updated with bolder, more colourful, fragrance-inspired artwork and clearer callouts of key features and benefits days of fragrance, hours of burn time, intensity. so that the pack itself does more of the selling work, without a member of staff needing to explain the product to a shopper.
Designed for Easier Retail Management
A number of changes have been made specifically with retailers, rather than shoppers, in mind. These include an expanded range of branded shelf-ready packaging (SRPs) across most lines, allowing faster restocking and a tidier, more consistent on-shelf presentation; smaller case sizes, so that stock levels can be managed more precisely without over-ordering; and one fragrance per case, so that topping up a single popular line no longer means taking on a mixed case of fragrances that were not required. This is backed by additional marketing and promotional support to help drive brand recognition in-store.
A Limited-Edition Seasonal Range
Alongside the core relaunch, a new limited-edition Autumnal range is also available, spanning triple plug-ins, tealight candles, reed diffusers, and candles.
Alpine Berries combines rich berries and a hint of vanilla with an autumnal twist, lifted by green plum for freshness. Gingerbread offers a comforting, nostalgic fragrance built around caramel and vanilla sweetness with a gentle spice. Caramel Apple brings crisp bursts of apple together with a rich blend of caramel and cinnamon, balanced by a cedar base.
This seasonal offering is a direct reflection of the trend-responsive structure built into the refreshed range: rather than a one-off addition, it is the first example of how Bloome will continue to introduce timely, relevant fragrances throughout the year without disrupting the core range.
What This Means for Retailers
For retailers currently stocking Bloome, or considering it, the practical implications of the refresh are straightforward. The range now offers stronger, longer-lasting fragrance across every format, packaging that is more likely to convert a browsing customer, and stock management designed around real store needs rather than a one-size-fits-all case structure. For a category that continues to grow steadily and is still overwhelmingly won or lost in-store, a well-merchandised, clearly differentiated range like the refreshed Bloome Collection represents a meaningful opportunity to grow basket value with minimal additional shelf space.
Frequently Asked Questions
Is the refreshed range replacing the previous Bloome products, or sitting alongside them? The refresh applies across the core range, with new fragrances, formulations, and packaging replacing the previous line-up as stock is renewed.
Are the new plug-in refills compatible with existing devices? Yes. Refills remain compatible with a leading plug-in brand's device, in addition to the new Bloome plug-in itself.
Will the Autumnal range be repeated in future years? The Autumnal range is a limited edition for this season. Future seasonal editions will follow the same trend-led approach, introduced and rotated throughout the year.
What support is available for retailers stocking the range? Retailers benefit from branded shelf-ready packaging, smaller and more targeted case sizes, and additional marketing and promotional support to help drive in-store recognition of the refreshed brand.
Summary
The refreshed Bloome Collection reflects a comprehensive investment across product, packaging, marketing, and stock management. The result is a range that is easier to stock, more appealing to shoppers at the point of purchase, and better positioned to keep earning its shelf space as the home fragrance category continues to grow.
To stock the new range, please contact your OTL Sales Rep or visit otltd.co.uk.