Beginning next week, Tupperware containers will be available for purchase at home goods retail store Target. This is a first for the almost 80-year-old brand, who has long relied on the direct selling model and home parties to sell its products.
The decision to officially enter the retail market is part of a larger strategy to create an “omnichannel ecosystem” that new and existing customers can participate in as the brand seeks to reinvent itself, drive sustainable growth and fortify its foundational direct sales business model.
CEO Miguel Fernandez described this move as “only the beginning” of the company’s global multichannel strategy.
“Younger customers less familiar with direct sales will now find our brand in retail and from there can develop personalized relationships,” Fernandez said in a LinkedIn post. “Customers who already love Tupperware parties—whether in-person or online—will now also be able to pick up their favorite essential food storage options at a store nearby.”