Though nowadays people refer to any glass or plastic storage container as "Tupperware," the truth is it's actually the name of a brand. Back in the 1950s and 1960s, History reports that Tupperware established itself as the go-to food storage container in American households because it was a much sturdier, airtight product that rivaled all the others on the market at the time. Set up like a multi-level marketing company, Tupperware sold primarily through direct-to-consumer sales. This meant that the company's consultants would host "Tupperware parties" to advertise and sell the products to their neighbors and friends.
However, nowadays, you don't have to go to a Tupperware party to purchase the brand's products. Instead, you can purchase them directly from the Tupperware website, where you can also connect with a local Tupperware representative. As of October 2022, you'll also be able to buy Tupperware at all Target locations, CEO Miguel Fernandez announced on LinkedIn. "We're reinventing the business model our company has operated with for over 75 years to bring more products to more consumers," he wrote in his post.
This is Target's second attempt at partnering with Tupperware
Justin Sullivan/Getty Images
In October 2002,Target officially announced a partnership with Tupperware that would make the brand's products available in all Target stores across the U.S. The deal came about after a successful initial launch of about 50 select Tupperware products in 12 states. Despite a promising start, the partnership was eventually terminated after only eight months, Kiss FM reported, leaving sales once again up to Tupperware reps.
Flash forward to 2022, and it seems the Target partnership has taken on a new life. CBS credits this to the brand's comeback in 2020 when more Americans were eating at home, and more recently in early 2022, as Tupperware's CEO shared (via LinkedIn), the launch of a vintage collection alongside product placement in the hit TV show "The Marvelous Mrs. Maisel." Continuing a trend of strong sales, the Tupperware products available at Target will be an exclusive line of 15 multicolored products. The new Tupperware collection, Target confirmed to CBS, is priced between $7.99 and $79.99, and will only be available through the retailer.
The move to start offering the "curated product selection" through Target comes amid the food storage container company's ongoing effort to "reinvent" itself and sell through new channels, according to a LinkedIn post by Fernandez.
Tupperware blamed ongoing material weaknesses in internal control over financial reporting, its challenging financial condition and significant attrition resulting in resource and skill set gaps for multiple delays in its annual report filings.
In 1958, Tupper sold The Tupperware Company for $16 million to Rexall. In December 2005, Tupperware Corporation changed its name to Tupperware Brands Corporation to reflect the company's increasing product diversity.
The address on file belongs to Tupperware's only manufacturing plant in the U.S., although it has other manufacturing locations in Belgium, Brazil, South Korea, Mexico, Portugal, China, India and South Africa. The layoffs are scheduled for January 14, 2025.
As of 2020, Tupperware said, 3.2 million people sold its products worldwide, with nearly 600,000 of them reported as "active" sellers. Since then, the company has not updated the total number, while the "active" ranks have shrunk to 284,000.
The pavilions will store large, non-perishable goods and shelving while the shipping containers act as mini-offices and storage units during renovations.
In addition to demographics, Tupperware uses psychographic segmentation to target homemakers and mothers. This strategy is evident in their Tupperware parties, which have been a staple of their marketing for decades.
Address: 747 Lubowitz Run, Sidmouth, HI 90646-5543
Phone: +99513241752844
Job: Design Supervisor
Hobby: Digital arts, Lacemaking, Air sports, Running, Scouting, Shooting, Puzzles
Introduction: My name is Delena Feil, I am a clean, splendid, calm, fancy, jolly, bright, faithful person who loves writing and wants to share my knowledge and understanding with you.
We notice you're using an ad blocker
Without advertising income, we can't keep making this site awesome for you.
