The Container Store, as part of a plan to develop new growth avenues, has expanded its modular, wall-hanging Custom Spaces offering with the launch of Decor+ by Elfa.
The Elfa line expansion comes shortly after the launch of Garage+ by Elfa which Container Ctore introduced in late 2023 and exceeded initial sales expectations, the company stated.
Decor+ by Elfa product construction is steel and solid birch wood, the company noted, and represents a stronger version of the wall-hanging adjustable framework that supports other storage systems under the brand name. Designed for closet and living spaces, Decor+ by Elfa product features include LED lighting and enclosed full-extension drawers, as well as solid wood drawer fronts and trim. Customers can include back panels to give their space a complete, built-in look and take the entire system with them if they move. Like the rest of the retailer’s Elfa assortment, customers have the option of free in-store, virtual or in-home custom design. They also can shop individual components or to purchase a pre-designed space. Container Store can arrange professional installation if customers do not want to install their Decor+ by Elfa system themselves, the company noted.
Shoppers will find Decor+ by Elfa at all Container Store locations and on containerstore.com. The company plans a full marketing campaign this fall to support the launch.
“Expanding our assortment so that we are meeting the needs and desires of today’s consumer is one of the key elements to increasing our Custom Spaces business to 60% of annual sales and capitalizing on the $6 billion addressable Custom Spaces market over time,” said Satish Malhotra, Container Store president and CEO. “We expect Decor+ to resonate well with customers, giving them elevated options like LED lighting, back panels that give their space a built-in look and the fully enclosed drawers they have been asking for at an exceptional value and in a system that they can DIY or have professionally installed. We believe the unique proposition of Decor+ paired with our complimentary organizing solutions gives us a competitive market advantage and look forward to seeing how customers respond.”
