Monday, November 20, 2017

Wax on: Avänt Candle takes long-empty Avenue B storefront



The empty storefront at 165 Avenue B is now home to a production studio for Avänt Candle, an online seller that promises "the ultimate candle experience."

Per their website:

We differentiate ourselves by clearly expressing a genuine, relatable scent experience; without needing to articulate the subtle nuances that enhance each complex fragrance. The occasional emission of said nuances add ever-changing elements of discovery to each burn making Avänt Candles unique.

Our candles sizes aim to last longer than our competitors at a reasonable price point. Each candle is designed to last for the course of a week, a month, a season, half-year or annually. Finally, our burn-time-to-dollar ratio is better than our competitors by 150% on average.

It's not clear if this space will eventually become a retail outlet for the brand.



According to the Avänt Candle website, signature candles start at $50 for the small size. There are also Travel Sets for $60. The 365 Annual Candle with 720 hours-plus of burn time is $360.

Per the reader who shared this storefront news: "Their website is gorgeous and the scents are pretty tantalizing, I admit. But $50 for a candle? Man, $360 for a candle on Avenue B?!?"

The space between 10th Street and 11th Street has been vacant for years. A restaurant serving Cantonese-style food was in the works, but that never materialized. The last tenant was the junk-thrift shop Waldorf Hysteria more than 10 years ago.

Previously on EV Grieve:
165 Avenue B back on the market

165 Avenue B has been sold, and 2 apartments are on the market

16 comments:

afbp said...

what is the synonym for: closing before you open......

Anonymous said...

Good Luck With That.

Anonymous said...

millennials + candles + apartments + grain alcohol: what can go wrong?

blue glass said...

it's important to have the proper candle for a blackout
and in case the electricity does not fail, they can alwlays apply for a liquor license.

Anonymous said...

This gives those already burning the candle on both ends something else to burn through, money that is. With the EV going into full tourist trap makeover this Madison Avenue priced product looks a little premature for Avenue B. Personally I am not a fan of perfumed candles no matter how many "ever-changing elements of discovery" they may reveal.

Gojira said...

Is it April 1 already?!? My calendar seems wrong.

Giovanni said...

So that’s what the braintrust that brought us Empire Biscuit has been up to. Are they edible?

Anonymous said...

(Maybe alcohol-infused and -scented candles. One will be intoxicated as if they were drinking. Scents and infusion come in Bailey's, Amaretto, Murtado, XUXU, Kahlua bitters, Patron, Midori, Triple sec, IPA, Sauvignon, Armagnac, Akvavit, Grolleau, moonshine, Zinfandel, SanGiovesee, Montepulciano, KetelOne...Gentleman this is vodkandle.)

There once a Native American craft store there by the northeast the corner of 9th st. And they were selling candles. The store clerk was from Vermont, her name is Ramona and very comely and alluring. I would go in that store occasionally to see her and just browse; and feeling guilty of spending so much time in the store that I'd buy a candle.

One time, I finally had the courage to chat it up with Ramona, and it made me so giddy and more nervous that when the conversation was stalling, I tried to buy the more expensive candle, placed on a glass shelf, that I knocked down all the candles including the glass shelves above and below. I just wanted to run away and disappear as quickly as possible. I offered to pay for the damages, but she declined. I don't know, maybe out of pity seeing that I was so awkward and socially inept and such a putz. I still am.

Hi, Ramona, if you're still around and reading this blog. Still sorry and willing to pay for the damages.

Anonymous said...

The luxury candle shops are all in Nolita. Avenue B is way too far from where the action is. This is kind of a stupid move if they intend to use the space as a shop - but it should be fine if it's just for production.

Giovanni said...

Mark my words: This is just the beginning of the Candlefication of the East Village.

Cosmo said...

Thank you for this laugh of the day!

Anonymous said...

I suppose this project is living proof of today's NY Times editorial about saving our neighborhoods from chain stores--that landlords shouldn't be so greedy that they drive out small mom and pop businesses. I wish the owners would come on EV Grieve and discuss their decision to open this shop and how they anticipate making a profit. Perhaps with the purchase of a candle you can also purchase fire insurance--for surely some of the drunken bros and sorority gals in their Glenn Thrush drunken state might think the candle a new cocktail and when they find out it isn't throw it across the room and burn down the apartment.

JQ LLC said...

Although it's too late since I wound up here. I am sick to death of reading about these pretentious, stupid businesses.

I usually don't get posted for saying this. But these lunatic high end businesses look and sound like fronts for money laundering.

Goggla said...

Rite Aid has some great-smelling candles for less than $1. I bought one called "Campfire." It's the ultimate indoor outdoor experience.

Anonymous said...

Candles should be banned from apartments with immediate eviction for the stupid, selfish, careless people who start fires with them.

Anonymous said...

Anonymous@12:33pm-- did you mean the store called Hoshoni?