by Richard Buckley, Editor, Business Eye

One of Northern Ireland’s longest established fragrance companies, Field Day, has unveiled a striking new brand identity and launched 14 new products following a significant investment. In addition to this, the company has secured 20 new stockists in recent months including leading UK lifestyle brands Joules and WoolOvers.

Field Day was founded by Alix Mulholland in 2002 when she started making soaps by hand from her mum’s kitchen table in Drumbo, Co Down, and it has grown into an extensive home fragrance collection that includes candles, diffusers and hand-care with 150 stockists and strong Ecommerce sales with orders daily from across the world including America, France and Germany.

As part of the rebrand, the company has retained its five signature scents, Linen, Wild Rose, Meadow and Sea, in a new ‘Classic Collection’, and introduced the ‘Jam Jar Collection’ and the ‘Folk Tin Collection’ – each with five new scents. There is also a new accessories range which includes innovative Bee Friendly Seed Bombs which are thrown on to the earth and grow into a floral feasting for bees, butterflies, birds and moths; a Canvas Field Day Shopper and stylish Candle Care Kit. The company’s sister brand, Field Apothecary, which has achieved cult status in America, is now part of the Field Day Collection.

Alix Mulholland, Director of Field Day said: “I am thrilled to unveil our new brand identity and launch our extensive new product range which perfectly encapsulates Field Day’s heritage and ethos celebrating the native Irish Scents and beauty of Ireland and our commitment to the environment.

Over the last number of years, Field Day has continued to go from strength-to-strength. We have significantly increased the number of retailers the products are in across Northern Ireland, the Republic of Ireland, GB and USA and are very excited to have just secured distribution with well-known lifestyle brands Joules and WoolOvers. We have a growing global Ecommerce market and have 60% export sales with daily orders from across the world.”

“We started the year excited for the months ahead and showcased the new collections at two major trade shows, Top Drawer in London and Showcase in Dublin, and were thrilled with the response. Just as we were about to officially launch our new look and products to the public, the plans were put on hold due to Covid-19. It continues to be an incredibly tough time for retail, however our online sales have remained strong and I am confident that with the rebrand and the new Collections, Field Day is well positioned in what is an extremely competitive market.

Lockdown has made people become more conscious of sustainability and the environment, something that has always been at the heart of Field Day and was a big focus of the rebrand. We have dialled up the messaging on our packaging and we’re really proud that our hand care bottles are made from recycled plastics and the rest of our range is plastic free. All our Collections are vegan and cruelty free, we mill our soaps with ‘RSPO’ planet friendly Palm Oil and we make our diffusers with eco-friendly diffuser oil from a renewable source,” Alix continued.

“As a company, we’ve always been committed to educating and raising awareness about our environment, wildlife and land and as part of the rebrand, we are proud to team up with Ulster Wildlife to support the fantastic work they carry out. We’ve also created a Field Spotter’s Guide which comes free in our presentations boxes and is a helpful pocket guide of some of our favourite wildflowers and wild weeds to look out for,” Alix added.

To view the new Field Day Collections, go to

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Field Day's Alix Mulholland



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