year, its growth exploded.

“It’s been a standout year for us,” said Adam Bouris, head of growth at Who Is Elijah. Indoor retail. “We went from resellers placing orders of $1,000 to $25,000.”

The brand ramped up production to ensure it had enough stock to meet demand over the Christmas period and started using Salesforce to automate some of its backend processes. Now the company is in a good position to scale, Bouris said.

“This year is going to be very important for us, it’s just a matter of how fast and hard we want to go,” he said.

Sell ​​perfumes online

At the top of the list is range extender. Who Is Elijah currently offers five flavors – His Her, Her Her, Haze, Muse and Nomad – and it has two more in the works.

The first new product, Nightcap, is set to launch in July and will be marketed specifically as a fragrance to wear at the end of the night.

“This year, we want to communicate very clearly with our customers about where to wear our fragrances and why,” Bouris said.

The brand has already created characters for each of its fragrances and the people who wear them. For example, Nomad is described as “the little black dress or navy blue suit in your perfumed wardrobe. You can wear it anytime and anywhere, to the office, on a romantic date, or just to the grocery store.

Meanwhile, Haze is “the perfect scent for date night. Wear it to your favorite intimate, dimly lit restaurant on a cold winter’s night and let the lure of your scent invite the long-awaited kiss on your face.” neck you expected.

Bouris believes the characters will help the brand stand out in a market dominated by luxury brands and celebrity names, and give people the confidence to buy its fragrances online.

“You can’t smell a photo,” he said.

User-generated content also plays an important role in the new marketing strategy.

“We’ve been really looking at user-generated content over the last six months,” he said. “Real people share their experiences interacting with our product and where they use it.”

Growth in direct-to-consumer sales

Today, Who Is Elijah is stocked in over 300 stores and approximately half of its revenue comes from its wholesale partners.

“At first it was wholesale that dominated because selling perfume online is difficult, but our online presence is really strong now and wholesale and direct-to-consumer work hand in hand,” Bouris said.

The brand currently ships to Australia, New Zealand and the US, and plans to set up third-party logistics in the UK and Canada this year.

It also aims to increase its wholesale presence in the United States. It’s currently available at around 35 high-end stores and online through Urban Outfitters and Free People.