THERE’S A SCENT IN THE AIR

Botanical Scents of Nature Enterprises Corp. already has smelled success with its cart concept, but the Miami-based company wants to make a more lasting impression in shopping centers everywhere.

Since opening its first cart five years ago, the company has grown to approximately 80 units. But in the next eight months to a year, it plans to more than double its presence with an additional 100 to 120, says President Luis Urcuyo.

“We expected to be in just about every mall in the nation,” he says. Botanical Scents of Nature is working closely with shopping center developers and specialty retail management companies, planning to open multiple locations on a more long-term basis.

The company, formerly known as Scents of Nature, recently became partners with one of its suppliers. All Natural Botanicals, a Tampa, Florida-based manufacturing firm. As a result, the carts also will undergo a name change.

The carts feature natural air fresheners, aromatherapy accessories and oils, with more than 60 fragrances of hand dipped incense sticks and cones as well as a variety of potpourri scents. Ceramic diffusers in various shapes and sizes, wood incense holders, and fragrant lamps round out the line.

Urcuyo credits early success with the merchandise to an increasing awareness of aromatherapy. “More and more people are becoming aware of the aromatherapy, the incense and the fragrances, and of all the… ancient history of it,” he says.

Botanical Scents of Nature targets shoppers of all ages. “The great advantage of our product line is that it appeals to every gender and age group because of its novelty and affordability,” Urcuyo says.

The company started in September 1993 with one cart in Bayside Marketplace in Miami. Today, the carts are owned by both the corporation and independent resellers. Unlike a franchise operation, Urcuyo points out, there are no franchise fees or royalties. The program includes the company’s full line of inventory and, at the independent reseller’s option, display fixtures, visual merchandising assistance and a start-up kit. The corporate-owned units often are used to test new merchandise, he says.

Independent resellers are encouraged to adopt the company’s cart design, which Urcuyo describes as having a small-scale jungle. “Our innovative display has become a trademark to our name,” he says, adding that it is an ongoing process to accommodate so much merchandise in such a small space – generally 4 feet by 6 feet.

In its site selection nationwide, the company primarily is targeting malls. “We really don’t see any other place for us to have the same impact,” Urcuyo says. Internationally, 10 units already exist in Latin America and the Caribbean.

As an expansion alternative for its product line, Urcuyo says, the company also plans to develop point-of-purchase displays for such locales as automotive stores, gas stations, and possibly gyms and spas.

Expanding the company’s presence through its products goes a long way toward encouraging repeat customers and enhancing sales, both of which bode well for this burgeoning cart concept.