1. The business is mainly focused on the United States, with handmade luxury scented candles, gift sets, and custom corporate gifts as its main offerings.
2. In the e-commerce fragrance gift industry, it is positioned as a mid-to-high-end brand, with competitors including Diptyque and Jo Malone.
3. The brand terms used on the official website are "backhouse fragrances" or "backhouse candles".