In a consumer-led market where 80% of candle sales are now purely decorative, the company has focussed on new ranges of perfumed and essential oil candles and aromatherapy products. "Price's Patent Candle" design team, at the headquarters building in Bedford have stayed in touch with the London fashion scene. The colours and designs that première on the London catwalk filter down to the interiors market of which candles are now such an important part. Price's designers ensure that their products are part of any co-ordinated and fashionable home interior. These candles are now not just sources of natural light but are aesthetic, fragranced and highly designed objects in their own right.