Shifting from wholesale to DTC for a new home fragrance brand
New fragrance brands should prioritize DTC over wholesale to control margins and customer relationships. Wholesale steals your data and limits your upside. To succeed, build your own audience from the start. A managed content network allows you to reach potential customers directly, driving them to your site and building your own DTC brand without relying on retail partners or their pricing power.
in one network
from your videos
go live
Home fragrance brand, launch stage: shifting from wholesale to DTC.
The danger of the wholesale path
Wholesale is tempting for a new brand because it provides immediate volume. But it also gives away your margin and your customer data. You end up being just another brand on a shelf, competing with everyone else on price. To build a valuable company, you need to own the customer relationship. This means you need a direct channel that brings people to your store. You need to focus on building your brand identity where you can control the entire experience.
Building your own audience
You need to be in the customer's feed, not just on a store shelf. By using a managed network, you can build a direct link between the customer and your brand. You show your video content, share your story, and offer a reason for them to buy from your store directly. This builds the brand equity that you lose when you sell through wholesale. It is the only way to ensure your growth is sustainable and fully under your control.
The managed network advantage
A managed content network is a set of many brand-owned Instagram pages that post the brand's existing videos many times a day from real iPhones, built and run end to end by a provider such as TIDE, so organic reach grows with the number of pages instead of headcount or ad spend. This is the perfect tool for a new brand to skip the wholesale step. TIDE handles the distribution, leaving you free to focus on the product.
What to send a provider to start
Send every video you have. Unboxing clips, product demos, and behind-the-scenes footage of your scent development. Focus on telling your brand story. Organize these by theme. The provider will build your network, turning your content into a direct traffic source. This will help you start building your DTC customer base immediately, allowing you to establish a brand identity that is independent of wholesale retailers and fully aligned with your long-term success.
One account vs a network
| One brand account | Managed content network | |
|---|---|---|
| Pages | 1 | Dozens, each with its own angle on home fragrance |
| Posts a day | 1 to 3 | Over 100 |
| Reach | The same followers | New pockets of buyers every day |
| Who runs it | Your team | The provider, end to end |
| Your part | Everything | Send content |
What you would send
Anything you already make for home fragrance counts.
Build your brand on your own terms by using a managed content network to drive direct traffic, bypassing the need for wholesale retail.
Put your products on 50 pages.
Tell us what your home fragrance brand sells and how you get customers today. We'll show you a live network and tell you straight if it fits. About the cost of one marketing hire.
Questions brands ask next
Can I do both wholesale and DTC?
Yes, but prioritize DTC for the customers you want to keep. Wholesale is for distribution, but your direct store is for building your business.
How do I get my first DTC customers?
The managed network will bring them to you. By constantly showing your brand in feeds, you will attract the first wave of loyal customers.
Is the cost high?
It is comparable to one part-time marketing hire. It is a very reasonable cost for building your own direct-to-consumer brand.