Nick Axelrod-Welk and former Viktor & Rolf head of marketing Sarah Jahnke to create Homecourt. All three share the title of cofounder, while Axelrod-Welk is also head of creative and product development and Jahnke is chief executive officer.Homecourt is launching initially with three products: hand wash, dish soap and surface cleaner. A hand lotion will debut next month and a candle and room deodorant will launch in March.
The three executives then decided to add the other three fragrances to offer a range of scents that would appeal to a large customer base.is mostly in candles or diffusers,” Jahnke explained about the brand’s focus on fine fragrance. “We’re really pushing home fragrance into new formats, so now instead of lighting a candle, you can do that, but you can also spray [the scent] on your counter and get that same experience.
“I don’t want to say that [Homecourt] turns it into a ritual because no one likes cleaning and we’d be lying to you if we said this makes cleaning enjoyable,” Axelrod-Welk said. “But just generally speaking, [the brand’s goal] is to make those moments better and make the idea of tending to your space a better experience.”
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