Wild Berry Incense

What Wild Berry Incense does

Wild Berry Incense is a privately held, founder-owned manufacturer and retailer of hand-dipped incense and adjacent home fragrance products, established in 1971 in Oxford, Ohio by Marc Biales. The company manufactures over 100 premium fragrances across multiple formats — traditional 11-inch sticks (~1 hour burn), Biggies™ (~3 hours), Shorties™ (~30 minutes), cones, backflow cones, incense powders, fragrance oils, wax melts, and palo santo — supported by a proprietary, trade-secret-protected fragrance formulation that uses up to ten times the fragrance oil of competing brands and a "secret ingredient" that preserves scent consistency from stick to burn. Supporting accessories (format-specific burners, oil warmers, vent clips, wax melt warmers) and curated fragrance samplers extend the catalog, with trademarked brand identities anchoring product line extensions.

The business operates a hybrid go-to-market model spanning three channels. Direct-to-consumer sales flow through a Shopify-powered e-commerce site (wild-berry.com) and two physical retail locations: the original Uptown Oxford store and the 2019-opened Wild Berry Factory Store, which doubles as a wholesaler showroom and fulfillment hub. Wholesale distribution, launched in 1992, sells to thousands of retail stores across all 50 US states and internationally through a dedicated B2B portal (wholesale.wild-berry.com) with a $477 minimum opening order and recurring trade show presence at ASD, CHAMPS, NACS, and IGES. A subscription product, the Incense of the Month Club, provides a recurring-revenue complement to predominantly transactional sales. Pricing is tiered across retail bundle sizes (sample 3-stick packs at $1.40 up to 1,000-stick cases at $234), with US retail flat-rate $5 shipping (free over $100) and wholesale free shipping on orders over $1,000 in the contiguous US. The company remains independently operated with no outside capital, no disclosed revenue, and a headcount of 11–50 employees.

Name

Wild Berry Incense

Legal name

Wild Berry Incense

Website

https://wild-berry.com

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

11–50 employees

Short description

Wild Berry Incense is a privately held, founder-owned manufacturer and retailer of hand-dipped incense and home fragrance products, established in 1971 in Oxford, Ohio. It sells over 100 proprietary fragrances across multiple formats to consumers via e-commerce and two retail stores, and to thousands of retail stores worldwide via wholesale distribution.

Ownership category

akta.pro rank

Product category

Incense Manufacturing

akta.pro primary industry

Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE)

akta.pro secondary industry

Scented Candles & Wax Melts (Home Fragrance) (CRAJAEAD)

Keywords

• Incense manufacturing
• Fragrance products
• Home fragrance
• Aromatherapy products
• Wholesale distribution

Headquarters

HQ city

Oxford

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail E-commerce Sales: Direct-to-consumer sales through wild-berry.com selling incense, burners, oils, wax melts, and accessories to individual consumers with shipping direct from factory.
2. Wholesale Distribution: B2B sales to retail stores through dedicated wholesale portal (wholesale.wild-berry.com). Minimum opening order $477 or starter kit, minimum re-order $100. Free basic shipping on orders $1000+. Net 30 terms available for approved accounts.
3. Incense of the Month Club: Subscription club delivering monthly fragrance selections to members, generating recurring revenue from enrolled consumers.
4. Starter Kits and Displays: Pre-packaged merchandising systems (Starter Kit 18, Shorties kits, Biggies kits, etc.) for retailers that include product, display racks, signage, and bags - one-time purchase model for wholesale customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Wild Berry Incense manufactures hand-dipped incense sticks, cones, backflow cones, incense powder, fragrance oils, and wax melts in over 100 premium fragrances at its Oxford, Ohio factory. The company sells these products both direct-to-consumers via its e-commerce site (wild-berry.com) and through a wholesale distribution network reaching thousands of retail stores across all 50 US states and worldwide, with merchandising support including starter kits and display materials.

Product overview

Wild Berry Incense is a hand-dipped incense manufacturer and retailer established in 1971 in Oxford, Ohio, producing over 100 premium fragrance options. The core product portfolio centers on incense in multiple formats: Traditional 11-inch Sticks (burning approximately 1 hour), Biggies™ (larger sticks burning ~3 hours), Shorties™ (compact sticks burning ~30 minutes), Cones and Backflow Cones (burning ~30 minutes), and Incense Powder. The product ecosystem includes complementary accessories: dedicated burners for each incense format (Stick Burners, Biggies™ Burners, Shorties™ Burners, Cone Burners, Backflow Cone Burners, Powder Burners), Oil Warmers and Vent Clips for fragrance oils, and Wax Melts with Warmers. The company also offers fragrance-related products including Oils, Palo Santo, and subscription service Incense of the Month Club. Branded merchandise includes Logo Items. Products are sold through direct-to-consumer e-commerce (wild-berry.com) and wholesale distribution to retailers worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Biggies™: Large incense sticks that burn for approximately 3 hours
• Shorties™
• Fragrance of the Month
• Incense of the Month Club

Products and services

• Traditional Incense Sticks

Named customers10 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered minor.

• ASD (Americas Small Business Expo)minorGTM or Marketing PartnerWild Berry attends the ASD trade show in Las Vegas, NV as an exhibitor to connect with wholesale buyers and retail store owners.
• CHAMPS TradeshowsminorGTM or Marketing PartnerWild Berry attends CHAMPS trade shows to meet with wholesale customers and retail store owners.
• NACS ShowminorGTM or Marketing PartnerWild Berry exhibits at the NACS Show, a major trade show for convenience store and retail buyers.
• IGES (International Gift & Home Décor Expo)minorGTM or Marketing PartnerWild Berry attends IGES show in Pigeon Forge, TN to connect with wholesale buyers and gift industry retailers.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Gonesh Incense: Gonesh is one of the most recognized US-market incense brands, producing hand-dipped sticks, cones, and powders sold through the same gift-shop and tobacco-shop channels as Wild Berry. Directly comparable on product format, fragrance breadth, and wholesale distribution.
• HEM Corporation: HEM is a large Indian-origin incense manufacturer with broad US distribution through gift and metaphysical retailers, directly overlapping Wild Berry's stick and cone product formats and target accounts.
• Satya Nagchampa (Shrinivas Sugandh): Satya Nagchampa is a globally distributed Indian incense brand sold in US gift shops and head shops at lower price points, representing the most aggressive value competitor to Wild Berry's premium positioning.
• Nippon Kodo: Nippon Kodo is one of Japan's oldest and largest incense makers, producing sticks, cones, and powders sold in US specialty and gift retailers. Comparable premium positioning, broad fragrance portfolio, and traditional manufacturing approach.
• Shoyeido: Shoyeido is a premium Japanese incense maker dating back to 1705, with US distribution through specialty and gift retailers. Comparable heritage positioning and stick/cone format range to Wild Berry.
• Scentsy: Scentsy is a leading direct-sales company specializing in wax melts and scented warmers, directly competing with Wild Berry's wax melts and oil warmer lines and targeting similar home-fragrance consumers.

Broad incumbents

• Yankee Candle: Yankee Candle is the largest US home-fragrance brand with broad retail distribution and a wide candle, diffuser, and accessory portfolio. Competes indirectly with Wild Berry's wax melts and oils via shared shelf space and overlapping consumer occasions.
• Chesapeake Bay Candle: Chesapeake Bay Candle is a US mass-market candle and home fragrance brand sold through wholesale and big-box retail. Competes with Wild Berry's wax melt line and broader home fragrance assortment in similar gift-shop and specialty channels.
• Mrs. Meyer's Clean Day (SC Johnson): Mrs. Meyer's is an SC Johnson-owned home-care and home-fragrance brand covering candles, sprays, and air fresheners. Competes with Wild Berry in the broader home fragrance aisle at mass retail and grocery.
• Febreze / P&G Air Care: Febreze is the dominant US mass-market air-care brand owned by Procter & Gamble, covering candles, sprays, wax melts, and vent clips. Represents the mainstream incumbent whose scale and marketing budget Wild Berry competes against for home-fragrance consumer attention.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/WildBerryIncense
• Facebookfacebook.com/WildBerryIncense
• Instagraminstagram.com/wildberryincense_official/?hl=en
• Xx.com/thewildberry
• LinkedInlinkedin.com/company/wild-berry-incense

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wild Berry Incense