The aroma of a business can become a powerful tool to differentiate itself, reinforce a brand, and even enhance the customer experience. However, until now the so-called olfactory marketing has been closely tied to luxury hotels, big retailers, and companies able to shoulder a hefty investment. BENDIS aims to change this and bring the technology to restaurants, gyms, offices, and small businesses.
Behind the project is Ismael Bendis, a 25-year-old engineer who founded the company in Madrid in 2025, right after completing his studies in mechanical engineering. Just over a year later, the company says its systems are already scenting more than 300 spaces in Spain.
The proposal starts from a simple idea: reduce the costs that traditionally surround professional scenting systems. According to the company, the atomizers used in five-star hotels and luxury establishments can be marketed in Spain at prices well above what is found in other European markets.
Bendis spotted this gap after finishing university and saw a business opportunity. His approach has consisted of importing the equipment directly and simplifying the sales and distribution structure to the bare minimum with the goal of lowering the final price.
Olfactory Marketing from $29.90 per Month
One of the main elements of its business model is precisely the price. The company offers its professional equipment on a rental basis from $29.90 per month plus tax, seeking to lower the entry barrier for businesses that don’t want to make a large upfront investment.
This setup allows a small or medium-sized enterprise to adopt an olfactory marketing strategy through a monthly fee, in a way similar to how it subscribes to other tech services or equipment.
The founder himself argues that a leaner structure enables him to compete with the bigger players in the industry. “The major brands in the sector charge triple because they have a huge structure that has to be paid. I’ve optimized the entire chain so that such a structure isn’t necessary. I am an engineer: I know what a unit costs and what it doesn’t,” explains Ismael Bendis.
The company offers professional atomizers and fragrances primarily for sectors such as hospitality, retail, offices, or gyms, though it also has solutions for private individuals.
Turning Scent into Part of the Brand
BENDIS’s approach rests on a trend that has been gaining traction in certain sectors: using the senses to create a recognizable brand experience.
In this context, the aroma moves from being simply a diffuser to becoming another element of the business’s identity. Restaurants, hotels, shops, or fitness centers can adopt a specific fragrance to create a particular atmosphere and try to get customers to associate it with the establishment.
The lower entry cost can open this possibility to smaller businesses that until now hadn’t considered using this type of tool.
A Business Built Without Partners or External Investors
The story of BENDIS also reflects a growing profile within the entrepreneurial ecosystem: very small projects that hope to grow by lean structures and by minimizing fixed costs as much as possible.
Its founder studied Mechanical Engineering at Rey Juan Carlos University and completed training stints at the University of Łódź in Poland; the Tecnológico de Monterrey in Mexico; and the University of Ljubljana in Slovenia. He has also lived in more than 25 countries.
Despite the growth achieved in its first year, BENDIS continues to run the business solo and without partners or external investors.
From its Madrid headquarters, the company is now seeking to solidify its presence in a market that until recently was mostly reserved for high-end establishments. Its bet is to move a tool traditionally linked to luxury into a service model that is also affordable for small businesses and sole proprietors.
And there lies one of the most compelling aspects of its proposal: not inventing a new technology, but identifying an existing product, recognizing that its cost structure hindered its reach in part of the market, and building a business around a more affordable alternative.
