Literie built a successful candle business by focusing on highly specific, evocative scents that capture tangible experiences, like "Hot Roasted Nuts" for NYC. This niche approach, combined with strategic brand partnerships and a solid wholesale strategy, allowed them to scale rapidly from a pandemic side project to a full-time venture. This episode offers key lessons on differentiation, brand storytelling, and navigating the operational challenges of growth in the CPG space.
Key takeaways
Specificity in product design can be a powerful differentiator in a crowded market; Literie succeeded by offering scents tied to specific experiences rather than abstract emotions.
Strategic brand partnerships and collaborations (e.g., with "The Real Housewives of New York" and the U.S. Open) can significantly amplify brand awareness and reach new customer segments.
Be prepared to adapt operations quickly when scaling; Literie's founder realized the complexities of wholesale fulfillment after a major order from Macy's, necessitating warehouse investment and process changes.
Focus on what the scent name and aroma brings into a customer's life, rather than just complex fragrance notes, to create a stronger emotional connection and brand narrative.
Viral marketing can accelerate growth, but requires robust operational planning to capitalize on increased demand and transition from a side project to a full-time business effectively.
Not all candles need to smell like a vague pastoral landscape intended to bring up abstract emotions -- some just smell like roasted nuts.
That's the idea behind Literie, a candle company behind very specific scents. Its first batch of candles were intended to encapsulate New York City. They included one that smells like the hot roasted nut carts littering Manhattan's streetscape and another that tries to capture the aromas of bodega coffee.
"This brand is more about the names of the scents," said founder and CEO Erica Werber. "It's not a fragrance company where you're trying to develop these notes and become the signature scent of someone's home. It really is about what is this scent or what is this name bringing into my life?"
Werber joined the Modern Retail Podcast this week and spoke about the company's growth. It first launched in 2021 with its five New York-centric scents, and has expanded into other areas like a New England candle that mimics the sea breeze and saltwater. Literie has also built a successful partnership engine, with high-profile collaborations with The Real Housewives of New York and the U.S. Open.
Literie first began as a side project during the pandemic, but the products became popular very quickly. And as soon as her very specifically scented candles went viral, retailers came knocking. For example, Macy's reached out to Literie about purchasing a wholesale order.
This moment, said Werber, was when she realized Literie was going to become a full-time job. When the order first came in, she said, "I really thought that I could have my manufacturer develop these, ship them to me and I would throw them in my car and drive them to Macy's." Of course, that's not how retail works. And so, Literie had to find a warehouse to fulfill the growing number of orders. "At that point, I was like if we're going to start investing just to do this Macy's order, then we have to really work to make this investment worth it."
Two years in, Literie is continuing
Frequently asked about this episode
What does this episode say about brand & content?
Specificity in product design can be a powerful differentiator in a crowded market; Literie succeeded by offering scents tied to specific experiences rather than abstract emotions.
What does this episode say about founder & leadership?
Strategic brand partnerships and collaborations (e.g., with "The Real Housewives of New York" and the U.S. Open) can significantly amplify brand awareness and reach new customer segments.
What does this episode say about retail & omnichannel?
Be prepared to adapt operations quickly when scaling; Literie's founder realized the complexities of wholesale fulfillment after a major order from Macy's, necessitating warehouse investment and process changes.
What does this episode say about supply chain & operations?
Focus on what the scent name and aroma brings into a customer's life, rather than just complex fragrance notes, to create a stronger emotional connection and brand narrative.
What does this episode say about brand & content?
Viral marketing can accelerate growth, but requires robust operational planning to capitalize on increased demand and transition from a side project to a full-time business effectively.
