The Container Store Launches ‘Uncontained’ Campaign as It Expands Into New Categories with DTC Brands

New product and category launches from brands like The Citizenry, Capsules from Cadence, Material, Fellow, and Australia's Heales Apothecary will be hitting shelves at The Container Store's nearly 100 U.S. stores. As part of the campaign, a location in Plano has been transformed into a "shop-in-shop concept store."

The Container Store—headquartered in the Dallas-Fort Worth suburb of Coppell—could barely contain itself Wednesday as it dropped some big news. Launching a new brand campaign, “Uncontained,” the company is highlighting its move into new strategic growth categories and the introduction to its shelves of an anticipated 1,000 new products by March 30, 2024. Many of them are direct-to-consumer products that have never been sold in brick-and-mortar stores nationwide.

Key brands slated to hit shelves at Container Store’s nearly 100 U.S. locations include sustainable, magnetic travel Capsules from Cadence; bath essentials including organic cotton towels and robes and hinoki wood accent furniture from socially conscious home goods company The Citizenry; kitchen knives and prep essentials from eco-conscious kitchenware brand Material; crystal glassware and barware from home entertaining brand Fortessa; “aesthetically pleasing professional-grade coffee gear” from Fellow; and natural skincare essentials from Australia-based Heales Apothecary.

These are just some of the new product lines marking The Container Store’s expansion into the on-the-go, dining, entertaining, home décor, and textiles categories, the company said.

New category expansions have ‘exceeded expectations’

[Photo: The Container Store]

The Container Store’s Chief Merchandising Officer, Stacey Shively, says the new products are meant to “positively impact our customers’ everyday lives.”

“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,” Shively added 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 specified categories not only exceeded our expectations at launch, but also brought in new customers to shop with us.”

Plano location transformed into a ‘shop-in-shop concept store’

The Citizenry “shop-in-shop” inside a Container Store “concept store” in Plano. [Photo: The Container Store]

The Container Store said it has transformed a location in the Dallas suburb of Plano into a concept store “to test visual merchandising strategies that bring new and existing brands to life in unique ways.”

While all stores will offer a collection of products from The Citizenry, for example, the Plano store will exclusively feature an expanded 650 square-foot “shop-in-shop” showcasing an expansive assortment of the brand’s products on display for the first time outside of The Citizenry’s New York Flagship store. The products include mix-and-match stonewashed linen and organic cotton bedding, pillows, baskets, and décor, the company said.

Also spotlighting the company’s premium ‘Custom Spaces’ offering

In addition to spotlighting the new product categories and brand introductions, The Container Store’s “Uncontained” campaign will support the company’s premium Container Store Custom Spaces offering. “With on-trend finishes, hardware and unique features—like smart-home compatible lighting—a custom space designed specifically for one’s needs is the ultimate way to transform and elevate their every day,” the company said.

Chief Marketing Officer Melissa Collins called the “Uncontained” campaign “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,” Collins added. “We’re staying true to our purpose to transform lives through the power of organization, and these products only enhance it.”

The campaign will appear across all key customer touchpoints, the company said, including owned channels, in-store, direct mail, on digital properties such as, email, SMS, The Container Store App, social media, and Brand Ambassadors and Influencer channels.

The evergreen campaign will continue to support new product intros across the company’s general merchandise and Custom Spaces offering—including the upcoming holiday season and new year, The Container Store added.

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