EYE on RETAIL: The Container Store's campus format
The Container Store Group Inc. is partnering with online dorm décor retailer Dormify for a new in-store experience.
The Texas-based home storage and home goods retailer is opening 40 college-themed shop-in-shops in collaboration with Dormify during summer 2023. The locations will feature Dormify’s decor and bedding alongside The Container Store’s revamped college product assortment.
Through Sept. 4, 2022, The Container Store locations in Austin, Costa Mesa, Houston, Nashville, and New York City are featuring the exclusive Dormify shop-in-shop experience, offering a curated assortment of Dormify items, such as mix-and-match bedding, charging headboards, pillows, throw blankets, and wall art.
Thirty-five additional store locations feature Dormify displays so customers can test products in person before purchasing online. In addition, more than 90 products from Dormify are available to shop on The Container Store e-commerce site.
To celebrate the partnership, Dormify and The Container Store will host a giveaway on Instagram. In addition, Dormify will activate college brand ambassadors in markets where The Container Store is hosting a Dormify shop-in-shop. These ambassadors will share their recommended dorm purchases, move-in tips, and advice on where to shop at the last minute for collegiate items.
In May 2023, The Container Store opened a centralized online shopping space for students heading to college. The assortment includes coffee makers, water pitchers, fans, irons, table lamps, sleep machines, diffusers, blenders, bedding, and travel bags and luggage.
“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, chief merchandising officer of The Container Store, “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.”
“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,” said Amanda Zuckerman, co-founder and president of Dormify. “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.”
Customers can sign up for special college shop savings throughout the summer via text or online.
(This article originally appeared on HBSDealer's partner site, Chainstoreage.com.)
