12 months, its growth has exploded.
“It was a breakout 12 months for us,” Adam Bouris, head of growth at Who Is Elijah, instructed Inside Retail. “We went from having stockists inserting orders of $1000 to $25,000.”
The brand ramped up manufacturing to make sure it had ample inventory to fulfill demand throughout the Christmas interval, and began utilizing Salesforce to automate some of its backend processes. Now, the enterprise is in a superb place to scale, Bouris mentioned.
“This 12 months goes to be actually massive for us, it’s only a matter of how briskly and the way exhausting we wish to push it,” he mentioned.
Selling fragrances online
At the high of the record is vary growth. Who Is Elijah at the moment affords 5 fragrances – His Her, Her Her, Haze, Muse and Nomad – and it has two extra in the works.
The first new product, Nightcap, is about to launch in July, and shall be particularly marketed as a fragrance to put on at the finish of the evening.
“This 12 months, we wish to talk with our clients actually clearly about the place to put on our fragrances and why,” Bouris mentioned.
The brand has already created personas for every of its fragrances and the individuals who put on them. For occasion, Nomad is described as “the little black costume or navy swimsuit of your fragrance wardrobe. You can put on it anyplace & in every single place, to the workplace, on a romantic date evening or just to the grocery retailer.”
Meanwhile, Haze is “the good date evening fragrance. Wear it to your favorite dimly lit, intimate restaurant on a chilly winter’s evening & let the attract of your scent invite the long-awaited kiss in your neck you have got been ready for.”
Bouris believes the personas will assist the brand stand out in a market dominated by luxurious labels and celeb names, and provides folks the confidence to purchase its fragrances online.
“You can’t scent a photograph,” he mentioned.
User-generated content material additionally performs an necessary position in the new advertising technique.
“We actually leaned into user-generated content material in the final six months,” he mentioned. “Real folks sharing their experiences of interacting with our product, and the place they use it.”
Growing direct-to-consumer gross sales
Today, Who Is Elijah is stocked in over 300 shops, and about half of its income comes from its wholesale companions.
“In the starting, it was wholesale dominant as a result of promoting fragrance online is tough, however our online presence is admittedly robust now and each wholesale and direct-to-consumer work hand in hand,” Bouris mentioned.
The brand at the moment ships to Australia, New Zealand and the US, and is seeking to arrange third-party logistics in the UK and Canada this 12 months.
It additionally goals to develop its wholesale presence in the US. It is at the moment accessible in about 35 high-end boutiques and online by means of Urban Outfitters and Free People.
https://insideretail.com.au/e-commerce/omnichannel/behind-the-rapid-growth-of-fragrance-brand-who-is-elijah-202206
