Bliss Enters the Lifestyle Market

From the juice craze to boutique fitness, superfood skin care to high-end workout apparel, wellness and lifestyle can’t be tamed. The trend is inevitable and Bliss is picking up on it in a big way. In September, Bliss will go from being a spa-oriented brand to an all-encompassing lifestyle company that has lined up a battery of launches including candles and home fragrance, apparel, color cosmetics and tools. And according to Mike Indursky, president of Bliss World, there are probably 10 more categories on the periphery. “We’re seeing these two global converging trends, well-being and happiness,” said Indursky. “You’re seeing a growth in gym memberships, the growth of yoga memberships, meditation and also a growth in happiness.” Priced from $5 for candles to $185 for tools, the range of products will include more than 300 stockkeeping units. In terms of candles and home fragrance, the core line will consist of room sprays, diffusers, single-wick candles and multiwick candles with scents like Ginger Flower and Eucalyptus Mint. The apparel, which includes active- and casualwear like leggings, tops and robes, will incorporate positive affirmations to embrace the brand’s quirky and confidence-building aesthetic. “The Bliss consumer is already coming to our catalogue, spa and Web site to buy color,

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