Seeking to support expansion into what it terms “strategic growth categories,” The Container Store has launched its “Uncontained” campaign, focusing on direct-to-consumer (DTC) products in categories including dining, entertaining, home décor and textiles. The retailer anticipates that the program will add 1,000 new items to its assortment during this fiscal year, which ends March 30, 2024.
Noting that their inclusion in the program will mark the first time some of these products will be sold in brick-and-mortar stores nationwide, The Container Store identified some of the initial Uncontained product offerings:
- Sustainable magnetic travel capsules from Cadence;
- Bath essentials like organic cotton towels and robes and hinoki wood accent furniture from socially conscious home goods retailer The Citizenry;
- Crystal glassware and barware from home entertaining brand Fortessa;
- Professional-grade coffee gear from Fellow; and
- Natural skincare essentials from Australia-based Heales Apothecary.
“Considering evolving customer needs, our merchant team evaluated our entire assortment, identified key growth categories that complement the organizing solutions and custom spaces customers are already coming to us for, and have curated an unmatched assortment,” said Stacey Shively, Chief Merchandising Officer at The Container Store in a statement. “We began infusing newness in growth categories with home fragrances and sustainable cleaning last year, and have continued to expand this focus with back-to-college and on-the-go, which launched in June. Sales in these specific categories not only exceeded our expectations at launch, but also brought in new customers to shop with us.”
Beyond providing shelf space at stores, Uncontained products will appear across all of The Container Store’s owned digital channels, including brand ambassador and influencer programs. Uncontained also will support the premium Container Store Custom Spaces offering with on-trend finishes, hardware and features such as smarthome compatible lighting.
The retailer also has transformed one of its Plano, Texas locations into a concept store to test visual merchandising strategies designed to bring new and existing brands to life in unique ways. The store will include a 650-square-foot shop-in-shop showcasing The Citizenry’s stonewashed linen and organic cotton bedding, baskets and décor, on display for the first time outside the brand’s New York flagship store. A Custom Spaces wall-bed from Preston will bring that brand’s bedding and signature style to life.
The Container Store has been steadily enhancing its offerings as it has redefined its brand beyond containers and organizing solutions. The retailer debuted its “Organized Insider” loyalty program in April 2022 and introduced a resale program in May 2023. The Container Store also has plans to add more brick-and-mortar locations; in June 2022 it announced it would add 74 new stores by 2027.