APOTHEKE x Target: From a Brooklyn Kitchen to Your Neighborhood Target

I was walking through Target this morning when I turned down the candle aisle and saw APOTHEKE sitting on the shelf.

I just stood there.

Not because today is the day we had launched a collection. Not because it was Target.

But because all I could think about was my kitchen in Brooklyn.

The pots. The fragrance oils. The late nights. The tiny apartment where this whole thing began.

And suddenly, all at once, I thought:

Look how far we've come.

In 2011, APOTHEKE wasn't a business. It wasn't a brand. It wasn't even really a plan.

It was simply a creative project that started in my Brooklyn kitchen.

I had a kit, a few pots, and an idea that I couldn't seem to let go of. I became fascinated by the power of scent, how a fragrance could completely transform a room, shift your mood, or instantly bring back a memory you hadn't thought about in years.

What started as curiosity quickly became an obsession.

I spent countless evenings experimenting with fragrance blends, pouring products by hand, and giving them to friends and family. Before long, I found myself selling at the Brooklyn Flea, sharing something I had made with complete strangers.

I'll never forget the feeling of watching someone pick up one of my products, smell it, smile, and decide to bring it home.

That's when I realized scent wasn't just something people bought.

It was something people lived with.

It became part of their homes, their routines, their memories.

That little passion project slowly became APOTHEKE.

Over the last fifteen years, we've grown in ways I never could have imagined. We've built an incredible team. We've welcomed customers from all over the country into our community. We've become known for creating luxury home fragrance that feels elevated but approachable, beautiful scents designed for real life.

But through all the growth, one thing has never changed.

Our belief that scent has the power to transform the everyday.

A candle lit before guests arrive.

The fragrance lingering after a slow Sunday morning.

The comfort of walking through your front door after a long day.

Those simple moments are what inspire everything we create.

And that's exactly why this Target launch feels so meaningful.

When the opportunity to partner with Target first came up, I thought a lot about what it would mean.

Not just for our business.

But for our customers.

For years, people have discovered APOTHEKE through specialty retailers, boutique shops, design stores, and online. Target gives us the opportunity to bring the brand to even more homes and make beautiful fragrance part of more everyday rituals.

Because everyone deserves a home that feels special.

Everyone deserves those little moments of luxury.

And now, it's easier than ever to find us.

If you've been with APOTHEKE for years, you'll recognize these scents immediately.

Charcoal remains one of our most iconic fragrances—modern, sophisticated, and endlessly inviting.

White Vetiver brings warmth and depth to a space, creating a feeling that is both calming and luxurious.

Sea Salt Grapefruit captures the brightness of open windows, fresh air, and sunny mornings.

And Earl Grey Bitters offers a rich, nuanced blend that feels comforting, refined, and a little unexpected.

These fragrances have become customer favorites because they help create a feeling, not just a scent.

They're the fragrances people light while cooking dinner.

The reed diffusers that greet guests at the door.

The candles that become part of family traditions, celebrations, and quiet moments at home.

And now, they're available at your neighborhood Target.

As a founder, it's easy to focus on the milestones.

The launches.

The partnerships.

The growth.

But when I think about this moment, that's not what comes to mind first.

I think about every customer who supported us when we were still a tiny business.

I think about every order we packed by hand.

Every market.

Every mistake.

Every lesson.

Every person who believed in us before there was any reason to.

Because this launch isn't really about being on a shelf.

It's about the journey that got us there.

It's about proving that big things can come from small beginnings.

It's about a brand that started in a Brooklyn kitchen and grew one candle, one customer, and one memory at a time.

And it's about bringing that story into neighborhoods across America.

For those of you who have been with us from the beginning, thank you.

For those discovering APOTHEKE for the very first time at Target, welcome.

We're so happy you're here.

What started with a few pots and a passion project has become something bigger than I ever imagined.

And this next chapter might be my favorite one yet.

From my Brooklyn kitchen to your neighborhood Target.

With love from Brooklyn,

Chrissy Fichtl
Founder, APOTHEKE