Rove is a sensorial escape—an invitation to wander through scent. Developed by ILLUME as West Elm’s signature fragrance collection, Rove was designed to transport users beyond the everyday, with a brand voice rooted in self-expression, imagination, and unbounded discovery.

The collection has a diverse product lineup including candles and diffusers with hand-blown glass vessels, organically shaped four-wick metal candles, room sprays, and modern potpourri, each acting as a sculptural object as much as a fragrance carrier.

Since its launch, Rove has become a top-performing fragrance brand at West Elm, recognized for its thoughtful design, sensorial depth, and ability to evoke faraway places from the comfort of home.