Apothia — Wholesale CRM

Cold Intro

First touch outreach to a new prospect

Independent Boutique — Owner/Buyer

Channel: Gift + Home · Lifestyle · Salons

Subject: Apothia Los Angeles — a California fragrance house for [Store Name]

Hi [Name], I'm reaching out on behalf of Apothia Los Angeles — a fragrance house born inside Fred Segal in 2000, creating personal and home scents rooted in California modernism. I came across [Store Name] and was genuinely struck by your curation — [specific observation about their store, a brand they carry, or their aesthetic]. It's exactly the kind of environment where Apothia belongs. We carry two lines: personal fragrance and home scent — candles, diffusers, and eau de parfum designed for a customer who treats scent as a quiet extension of identity rather than a trend. Our bestselling scent, IF, won the Interior Scent of the Year Award from the Fragrance Foundation. Would you be open to receiving a sample set? I'd love for you to experience the product before anything else. Best, [Your Name] Wholesale | Apothia Los Angeles [Your Phone] Hegan@apothia.com

Hotel / Resort — Brand Partnerships

Channel: Hotels + Resorts

Subject: Apothia Los Angeles — California fragrance for [Hotel Name] retail

Hi [Name], I'm reaching out from Apothia Los Angeles, a California fragrance house established in 2000 within Fred Segal — one of the defining retail landmarks of Los Angeles. We work with a select group of hotel and resort retail partners whose guests align with our brand: design-conscious, culturally fluent, and drawn to the California coast aesthetic. [Hotel Name] stood out immediately. Apothia offers home scents and personal fragrances that function as a "sense of place" product — guests discover the brand during their stay and take the California experience home with them. Our candles and diffusers have strong retail sell-through in hospitality environments, and the brand story gives your staff something meaningful to tell. I'd love to send a curated sample set and share our wholesale deck. Would [Name of relevant contact] be the right person to connect with? Best, [Your Name] Wholesale | Apothia Los Angeles Hegan@apothia.com

Follow-Up

After initial outreach with no response

5–7 Day Follow-Up

Use after any cold intro with no response

Subject: Re: Apothia Los Angeles — following up

Hi [Name], Just following up on my note from last week about Apothia Los Angeles. I know your inbox is full — I'll keep this brief. We're a California fragrance house (Est. 2000, Fred Segal) and I genuinely think our product belongs in [Store Name]. I'd love to send samples so you can make the call after experiencing the scent rather than through email. No obligation. Just a curated set I'd put together specifically for your store. Worth a try? [Your Name] Hegan@apothia.com | [Phone]

Post-Sample Follow-Up

5–7 days after sample set was delivered

Subject: Checking in — Apothia samples

Hi [Name], The samples should have arrived by now — hoping you had a chance to experience them. Curious what you thought. IF and Bronzed tend to be the first reactions for most buyers, but I'd love to hear what resonated for your customer. Happy to walk you through a suggested opening order when it makes sense. We keep minimums approachable for first orders. [Your Name] Hegan@apothia.com | [Phone]

Sample Send

Confirm what you're sending and set expectations

Sample Confirmation Email

Subject: Your Apothia sample set is on its way

Hi [Name], Great — your sample set is being put together now and will ship to [address] within [X] business days. In the package you'll find: Personal Fragrance: IF Eau de Parfum, Bronzed Eau de Parfum, The California Eau de Parfum Home Scent: IF Candle, Bronzed Candle, Soul Candle + one aromatic diffuser I've also included our wholesale lookbook and a suggested opening order tailored to what I know about [Store Name]. Once you've had a few days with the scents, I'll follow up. In the meantime, any questions about the line — I'm at Hegan@apothia.com or [phone]. [Your Name]

Hotel / Spa Pitch

Tailored angle for hospitality retail buyers

Spa Retail Director Pitch

Subject: Apothia Los Angeles — extending the spa experience home

Hi [Name], I'm reaching out from Apothia Los Angeles about our home scent line as a potential addition to [Spa Name]'s retail offering. The thesis is simple: guests leave a spa treatment in a particular sensory state. Our home candles and diffusers are designed to help them recreate and extend that atmosphere — which is exactly why spa retail conversion on our product tends to be strong. Apothia is a California-origin fragrance house (Est. 2000), and our scents are built around the same values your guests come to you for: calm, presence, intentional living. Soft, diffused, modern — not overpowering. Our home scent retail program includes: - Staff sampling so your team can speak to the product from experience - Simple, beautiful merchandising that requires minimal footprint - Reorder rates that suggest guests buy again — at home, online, and back on property Could I send samples to you and your team? [Your Name] Hegan@apothia.com

Reorder Check-In

For existing Won accounts

Seasonal Reorder Outreach

Subject: Apothia reorder — [Season] + new arrivals

Hi [Name], Hope [Store/Property Name] has been having a strong season. Checking in on Apothia — wanted to see how sell-through has been and make sure you're stocked ahead of [season/holiday/event]. We also have [new SKU / limited edition] available this season that I think would resonate with your customer. Happy to send a sample if you haven't seen it yet. Usual reorder lead time is [X] weeks — just want to give you enough runway if you need it. Anything I can pull together for you? [Your Name] Hegan@apothia.com | [Phone]

New Account Onboard

Welcome email after first order is placed

Welcome to Apothia Wholesale

Subject: Welcome to Apothia — everything you need

Hi [Name], So glad to have [Store Name] as part of the Apothia family. Your first order is confirmed and processing. A few things to set you up: ACCOUNT CONTACT Wholesale inquiries: Hegan@apothia.com | [Phone] Reorders: Same contact or via our wholesale portal at apothia.com BRAND ASSETS Lookbook, product imagery, and copy are available at [link]. Please use these for any in-store or digital merchandising. STAFF NOTES We'll include a brand card with your shipment. Your team's ability to tell the story — "Born inside Fred Segal, Est. 2000, California fragrance" — is the single biggest driver of conversion in-store. REORDERS Lead time is typically [X] weeks. We'd recommend reordering when you're at 30% stock remaining. Looking forward to a great partnership. Please don't hesitate to reach out with anything. [Your Name] Hegan@apothia.com

Wholesale Pricing

Update with actual figures — these are placeholder structures

Personal Fragrance

Product	MSRP	Wholesale	Margin
IF Eau de Parfum 1.7oz	$[MSRP]	$[WS]	[X]%
Bronzed Eau de Parfum 1.7oz	$[MSRP]	$[WS]	[X]%
The California EDP 1.7oz	$[MSRP]	$[WS]	[X]%
IF Roll-On Oil	$[MSRP]	$[WS]	[X]%
IF Hand & Body Lotion 8oz	$[MSRP]	$[WS]	[X]%

Home Scent

Product	MSRP	Wholesale	Margin
Candle 9oz (all scents)	$[MSRP]	$[WS]	[X]%
Aromatic Diffuser 7oz	$[MSRP]	$[WS]	[X]%
Plus Candle No. 2	$[MSRP]	$[WS]	[X]%

⚠ Update these figures with your actual wholesale pricing before sharing this hub with your team.

Order Minimums

Opening order and reorder requirements

Opening Order Min

$[X] net — update with your actual figure

Reorder Min

$[X] net

Unit Min Per SKU

[X] units per SKU per order

Annual Min

No annual minimum — relationship-based reorder cadence

Testers

One tester set provided with opening orders over $[X]. Replacements at [X]% of wholesale.

Shipping & Lead Times

Processing Time

[X] business days from order confirmation

Domestic Shipping

Via [carrier]. Prepaid on orders over $[X]. Below that, freight collect.

International

Available to select markets. Contact Hegan@apothia.com for international terms.

Holiday Lead Time

Orders for holiday (Oct–Dec) should be placed by September 1 to guarantee delivery.

Drop Ship

Not currently available. All orders ship to retailer location.

Returns & Damages

General Returns

All sales final unless product is defective or damaged in transit.

Damaged in Transit

Document damage with photos within 5 business days of receipt. Email Hegan@apothia.com with order number and photos. Replacement or credit issued.

Defective Product

Contact within 30 days of receipt. We will replace or credit at our discretion.

Refused Shipments

Refused shipments are subject to return freight charges and a restocking fee.

Marketing & Co-Op

Brand Assets

Approved product photography, copy, and logo files available on request. Email Hegan@apothia.com.

Social Tagging

Tag @apothia in any social posts featuring our products. We will repost when the content aligns with brand guidelines.

Co-Op

Co-op marketing budget available for qualifying accounts. Ask your wholesale contact for details.

In-Store Events

We support select in-store launch events and seasonal activations for strategic accounts. Propose to Hegan@apothia.com.

Exclusivity

Geographic exclusivity available for qualifying volume. Must be negotiated in advance of opening order.

MAP Policy

Minimum Advertised Price

MAP Requirement

All authorized retailers must advertise Apothia products at or above MSRP. No discounting below MAP without prior written approval.

Online Pricing

Applies to all digital advertising including website product listings, Google Shopping, Meta ads, and email campaigns.

In-Store

In-store promotional pricing requires advance approval. Contact Hegan@apothia.com.

Violations

First violation: written warning. Second violation: account review. Third violation: account termination.

Brand Story

The talking points your team and retail partners need

One-Sentence Pitch

Apothia is a Los Angeles fragrance house rooted in California modernism, where scent shapes sensual presence, identity, and atmosphere.

Origin Story (for staff training)

Apothia was born inside Fred Segal on Melrose Avenue in 2000 — founded by Ron Robinson, who spent decades shaping Los Angeles' relationship with fashion, design, and beauty. The name comes from Apothecary + Utopia.

The first scent, IF, was developed through direct dialogue with Ron's loyal community of clients — shaped by their rituals, preferences, and personal identities. It went on to win the Interior Scent of the Year Award from the Fragrance Foundation.

The brand lives in two forms: personal fragrance (expression on the body) and home scent (expression through space). Every product is designed for a woman who treats scent as a quiet extension of identity — not a trend.

Three Things Any Sales Associate Should Know

1. The heritage. Est. 2000. Born inside Fred Segal. Founded by Ron Robinson. That's 25 years of California fragrance before it was fashionable.

2. The award. IF won Interior Scent of the Year from the Fragrance Foundation — the fragrance industry's equivalent of the Oscars.

3. The customer. She's not following trends. She's curating her world. Apothia is for the woman who already knows what she likes.

Competitive Context

What "competitive displacement" means and how to use it

What competitive displacement means

Every retailer has limited shelf space. When a buyer adds Apothia, they're often removing or reducing another brand's footprint. "Competitive displacement" in your CRM tells your wholesale manager which brands Apothia is competing against at that specific door — so they can walk in knowing exactly what the buyer currently carries and what Apothia does differently.

It's not about trashing competitors. It's about helping your manager answer the question every buyer will ask: "We already carry Diptyque — why do we need Apothia?"

How to answer the comparison by brand

vs. Diptyque

Diptyque is French heritage and widely distributed. Apothia is California heritage, more exclusive distribution, and a distinct West Coast point of view. Different cultural story for a different customer.

vs. Le Labo

Le Labo is New York minimalism. Apothia is California modernism. Both are niche and serious, but Le Labo skews urban/industrial. Apothia skews coastal/sensory. Different emotional register.

vs. Byredo

Byredo is Swedish and widely known. Apothia has deeper California roots and a more accessible price architecture without sacrificing quality. Apothia fills the California-origin gap Byredo doesn't.

vs. Aesop

Aesop is Australian minimalism, skincare-forward. Apothia is fragrance-forward with a richer emotional narrative. Complementary more than competitive in most retail contexts.

vs. Boy Smells

Boy Smells is gender-fluid and trend-forward. Apothia is quieter, more refined, and appeals to a customer who has moved past trend. Different shelf conversation entirely.

vs. Voluspa

Voluspa is accessible and widely distributed — a starter brand for home fragrance buyers. Apothia is a step up in story, exclusivity, and customer intent. If a store carries Voluspa, Apothia is the elevated tier above it.