House of EM5 looks to global markets for revenue growth

Direct to customer fragrance brand House of EM5 is eyeing international expansion for growth and aims to reach a revenue total of Rs 24 crore by the end of the 2025 financial year, up from its revenue total of Rs 15 crore in the 2024 fiscal year. 

House of EM5 aims to achieve significant revenue growth by continuing to expand its product offering, the brand’s founder Shashank Chourey told ET Retail in an interview. To reach more customers, House of EM5 also plans to expand into international markets through entering into partnerships with established multi-brand e-commerce platforms. 

House of EM5 was established in 2018 and has not held any funding rounds thus far with no institutional or angel investors to date, according to business intelligence platform Tracxn. The business retails amongst competitors including Boond, Bella Vita Organic, Ital Veloce, and Adiveda Natural among others. 

The brand’s scents are paraben free, made from natural ingredients, sulphate free, cruelty free, and non-carcinogenic, according to House of EM5’s website and direct to customer e-commerce store. The label’s products range from solid perfumes, perfume sprays, and body mists to scented candles, reed diffusers, and perfumed crème. The brand also offers gift sets and yearly sample subscriptions.