The Container Store Group has expanded its back-to-college partnership with Dormify, the online shop for dorm décor and organization, the companies announced jointly.
As part of the deal, 40 Container Store locations will give shoppers a chance to check out Dormify decor and bedding alongside the company‘s reimagined college product assortment.
Through September 4, The Container Store locations in Austin, Costa Mesa, Houston, Nashville and New York City feature an exclusive Dormify shop-in-shop experience that incorporates a curated assortment of its exclusive, on-trend bedding and décor items, such as mix-and-match twin XL bedding, innovative charging headboards, pillows, throw blankets and wall art. Then, 35 other select store locations will feature Dormify displays so customers can browse in person before purchasing online. Containerstore.com is carrying more than 90 Dormify products.
To promote the partnership, Dormify and Container Store reported they would host an Instagram giveaway. In addition, Dormify will establish college brand ambassadors in markets where Container Store locations are hosting a Dormify shop-in-shop format. The ambassadors will feature top dorm essentials, move-in tips and advice on where to do last-minute shopping for dorm décor, bedding and related items. College-bound students and their parents can sign up to receive 25% off purchases from The Container Store in stores and online through September 4 by texting “CLASS” to 22922.
“The partnership with Dormify allows us to offer stylish bedding, headboards, throw blankets and décor directly to our customers in a way The Container Store has never done before,” said Stacey Shively, Container Store chief merchandising officer. “We have an increased focus on complementary products to the storage and organization offerings our customers love, and this year college shoppers can find everything they need at The Container Store to set up functional college living spaces that are uniquely their own.”
Shively is a former Bed Bath & Beyond executive and, with that company liquidating, Container Store is in the running for students and their parents that once shopped the bankrupt retailer’s extensive back-to-college assortment.
Amanda Zuckerman, co-founder and president of Dormify, added, “We’re thrilled that students and families have the opportunity to shop for our products in person at The Container Store in markets that are home to so many colleges and universities. With Pinterest pins for ‘dorm room ideas’ topping 14 million, it’s clear that college-bound Gen Zers are looking for inspiration and functional designs that let them express their individuality. We’re excited about our collaboration with The Container Store and to offer these students a curated selection of our best-sellers through our first-ever shop-in-shop experience.”
