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Segment: E-commerce / DTC brand (partnership & wholesale outreach)
Snapshot: Holloway & Pine · home goods DTC · Brooklyn, NY · 22 mailboxes
The challenge
Holloway & Pine wanted to land wholesale and partnership deals with regional retailers, but their core domain, the one customers receive shipping confirmations and marketing from, was untouchable. Any deliverability hit on hollowayandpine.com would tank revenue overnight. Sending BD email from it was a non-starter.
Why they chose Icemail
Icemail let them spin up isolated sending domains and mailboxes specifically for outbound BD, with zero risk to their primary domain''s reputation. Per-mailbox economics meant they could test the channel without committing to a full sales tool stack.
The solution
The team launched 22 mailboxes across 8 partnership-specific domains (e.g. hp-partners.co, holloway-wholesale.com), all isolated from the main brand domain. The BD lead runs all outreach out of a single unified inbox, with replies tagged by retailer segment.
The results
- 38 new wholesale accounts in 9 months (vs. 4 in the prior 12)
- $612,000 in incremental wholesale revenue attributable to outbound
- Zero deliverability impact on the core hollowayandpine.com domain
- 14.6% positive reply rate across BD campaigns
"Our marketing team would have killed us if we''d sent partnership emails from our shipping domain. Icemail let us build a real BD motion safely on the side." , Theo Almeida, Head of Wholesale, Holloway & Pine
What''s next: Spinning up a third workspace for international distributor outreach in EMEA.