“I hate to use the phrase ‘makes sense,’ because it’s such a cliché for both brands, but it just does,” said Baylis, who is also Drift’s chief executive officer, of the deal. “We do the same thing basically, but in a different vertical.”
“I’ve always felt that fragrance needed a digital destination that would be focused on fragrance specifically and not just be category agnostic,” she said. “For [Scentbird], fine fragrance was just a stepping stone. It was a doorway into fragrance at large, and I think it was only a matter of time before we started expanding into other adjacent categories.”
The newly inked deal, terms of which were not disclosed, will also allow Drift to scale in terms of manufacturer relationships and foray into potential limited-edition collaborations with Scentbird’s fragrance partners. This past spring, Scentbird rebranded with a new logo, monogram and neutral color palette, also testing an expansion into candles that has now officially rolled out on the platform.
We're very excited about this new addition to our Scentbird Nest 💃🎉🔥 Thank you for the shoutout!