Independence, Ohio – February 2026 – IndiMade Brands, LLC (“IMB”), a leading provider of supplies, education, and inspiration for the crafting and handmade goods marketplace, today announced the completion of a comprehensive, portfolio-wide rebranding initiative across its family of brands. The modernization effort spans Wholesale Supplies Plus, Nature’s Garden Crafts, The Flaming Candle, Crafter’s Choice, and the IndiMade Brands parent organization.
The rebranding initiative was intentionally designed to sharpen each brand’s positioning around its core customer audience, while modernizing the visual identity, messaging, and digital experience across the portfolio. Together, the updates reflect IMB’s evolution into a unified, forward-looking platform built to serve makers at every stage of their journey—from hobbyists to high-growth professional businesses.
“This wasn’t about a new logo or a fresh coat of paint,” said Sam Wolf, CEO of IndiMade Brands. “Each brand in our portfolio serves a distinct customer with distinct needs. This work ensures that every touchpoint clearly reflects who that brand is built for, how it creates value, and how it fits into the broader IndiMade ecosystem.”
Purpose-Built Brand Positioning
Each brand refresh was guided by a clear strategic objective:
Nature’s Garden Crafts (formerly Nature’s Garden Candles) is now purposefully renamed to represent its broader offering of crafting supplies and positioned for creatively-driven hobbyists and professional makers who love to explore new techniques, experiment with new ideas, and keep improving with inspiration from the community.
Wholesale Supplies Plus reinforces its role as a trusted partner for business supply buyers, supporting small and mid-sized manufacturers with scale-ready ingredients, packaging, and operational reliability.
The Flaming Candle sharpens its focus on high-end professional and hobbyist candle makers, as well as home scenting artisans, with an emphasis on quality, performance, and craftsmanship.
Crafter’s Choice is positioned as IMB’s premium brand, representing the highest-quality ingredients and components for makers who demand professional-grade inputs.
IndiMade Brands, as the parent organization, reflects a fresh, modern holding company, one that is designed to support a growing portfolio of founder-led brands through shared infrastructure, technology, and operational excellence.
The rebranding effort aligns closely with IMB’s broader investments in unified commerce, ERP, and warehouse platforms, ensuring that brand clarity is matched by operational consistency behind the scenes.
Each brand refresh was guided by a clear strategic objective:
Nature’s Garden Crafts (formerly Nature’s Garden Candles) is now purposefully renamed to represent its broader offering of crafting supplies and positioned for creatively-driven hobbyists and professional makers who love to explore new techniques, experiment with new ideas, and keep improving with inspiration from the community.
Wholesale Supplies Plus reinforces its role as a trusted partner for business supply buyers, supporting small and mid-sized manufacturers with scale-ready ingredients, packaging, and operational reliability.
The Flaming Candle sharpens its focus on high-end professional and hobbyist candle makers, as well as home scenting artisans, with an emphasis on quality, performance, and craftsmanship.
Crafter’s Choice is positioned as IMB’s premium brand, representing the highest-quality ingredients and components for makers who demand professional-grade inputs.
IndiMade Brands, as the parent organization, reflects a fresh, modern holding company, one that is designed to support a growing portfolio of founder-led brands through shared infrastructure, technology, and operational excellence.
The rebranding effort aligns closely with IMB’s broader investments in unified commerce, ERP, and warehouse platforms, ensuring that brand clarity is matched by operational consistency behind the scenes.
“As we continue to scale, clarity matters,” Wolf added. “This work gives our customers a more intuitive experience, our teams a stronger sense of purpose, and our brands a foundation that supports long-term growth.”
The refreshed brand identities are now live across digital channels and customer touchpoints, with continued enhancements planned as IMB expands its portfolio and capabilities.
