As it anticipates adding 1,000 new SKUs across categories, including on-the-go, dining, entertaining, home décor and textiles, The Container Store Group is rolling out its latest brand campaign, Uncontained, to support its expansion into strategic growth categories.
The retailer has scheduled the new products to launch between now and the end of its fiscal year ending March 30, 2024, Container Stores maintained. The idea behind the new product strategy, the company indicated, is to enhance its customers’ shopping journey and complement the core assortment of organizing and custom space merchandise.
Container Store will highlight key brands in the Uncontained campaign launch. For many products, the Container Store rollout will be their initial debut in brick-and-mortar stores nationwide, the retailer stated. As the new products rollout, consumers will discover kitchen knives and prep essentials from eco-conscious kitchenware brand, Material; crystal glassware and barware from home entertaining brand, Fortessa; professional-grade coffee gear from Fellow; sustainable, magnetic personal care travel capsules from Cadence; bath essentials, including organic cotton towels and robes, and hinoki wood accent furniture from The Citizenry; and natural skincare essentials from Australia-based Heales Apothecary.
In addition to product category and brand expansion outside the retailer’s core business, the Uncontained campaign will support the ongoing innovation in the premium Container Store Custom Spaces operation, one that offers on trend looks and unique features that address personal needs in living, closet and garage spaces with both products and consultation services, Container Store noted.
Uncontained will appear across all key customer touchpoints, including containerstore.com, owned channels, in-store, direct mail, email, SMS, the Container Store App, social media and brand ambassador and influencer channels. The evergreen campaign will continue supporting new product introductions across the company’s general merchandise and Custom Spaces lineups during the upcoming holiday season and into the New Year.
The Container Store has also transformed a Plano, TX, location into a concept store to test visual merchandising strategies that it will use to promote the new product offerings. While all stores will offer a collection of products from The Citizenry, the Plano store will exclusively feature an expanded 650 square-foot shop-in-shop incorporating mix-and-match stonewashed linen and organic cotton bedding, pillows, baskets and décor on display for the first time outside of the company’s New York Flagship store. Then a Container Store Custom Spaces Preston wall bed will bring that brand’s award-winning bedding and signature style to shopper attention.
“We are thrilled to bring innovative, sought-after brands to The Container Store that we believe will positively impact our customers’ everyday lives,” said Container Store Chief Merchandising Officer Stacey Shively in announcing the expansion and consumer outreach initiatives. “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. 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 specified categories not only exceeded our expectations at launch, but also brought in new customers to shop with us.”
The retailer’s chief marketing officer, Melissa Collins, added, “The Uncontained campaign is a simple, light-hearted play on how consumers traditionally think about The Container Store for containing things, but we offer much more. Our objective with the campaign is to drive awareness among current and new customers that we have new, innovative solutions for the whole home that complement why they are already shopping with us. We are staying true to our purpose to transform lives through the power of organization, and these products only enhance it.”
