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What happens when a broke college student trades potpourri for a secondhand stove and ends up running one of the most productive candle factories in the country? 
In this episode, we sit down with Burt Hanna, founder of Hanna’s Candle Company, to talk about building a business brick by brick in Northwest Arkansas. From 20-hour work weeks as a student to multi-million-dollar Walmart orders, Burt's journey is a masterclass in grit, scrappiness, and figuring it out.

This one’s not about flashy exits or polished pitches. It’s about showing up and staying scrappy, even when your entire inventory burns to the ground (literally). Burt opens up about the highs and lows of scaling from $100 side hustles to a $60 million revenue machine, plus what it means to build a company that outlives you. Whether you're a founder in the trenches or just candle-curious, there’s something here for you.

Summary

It all started in 1987, when Burt Hanna was a senior at the University of Arkansas just trying to make an extra $100 a month. With $4,000 in savings and a little help from his dad and a line of credit, he began selling potpourri to local gift shops. By the end of that year, he’d sold over $180,000 worth.

At its peak, Hanna’s Candle Co. hit $60 million in sales, fueled largely by a runaway product: the 6x6 pillar candle. But as with all great runs, the momentum slowed. Between 2005 and 2012, revenue dropped to $9.6 million, a brutal season marked by product saturation, price cuts, and the harsh realities of scale.

Burt didn’t sell to private equity, doesn’t chase government grants, and isn’t interested in brand hype. Why? Because he believes in jobs, real ones. Hanna’s Candle Co. employs hundreds of people in Fayetteville, many of whom have been there for over a decade. And Burt sees the factory as more than just a place to work, it’s a place where people feel safe, respected, and proud of what they build.

Highlights

00:00 Starting Hanna's Candle Company

17:30 From pot-pourri to candles

29:35 The '6 x 6' Candle

41:00 Decline from 2005-2012

1:00:00 Future of Hanna's Candle Company

Key Takeaways

1. Commitment: Burt’s decision not to sell to private equity, and his focus on local jobs, is a bold stance that more founders should consider.
2. Focus: He’s stayed in his lane. No distractions. Just jar candles done better than anyone else.
3. Figure It Out: Whether it was building a machine from scratch, trading potpourri for a stove, or surviving a recession, Burt embodies the scrappy, figure-it-out mentality every founder needs.

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NWA Founders is a voice for Founders, Owners, and Builders driving growth in Northwest Arkansas, and is hosted by Cameron Clark and Nick Beyer.