Tupperware Opened Pop-up Store in New York City

Famous plastic food container brand Tupperware unveiled its first pop-up store in upscale SoHo, New York City. Called TuppSoho, the new store was designed to be a one-stop shop for customers’ kitchen organization requirements. The pop-up establishment exclusively sold new cookware intended for preparing, storing, and cooking food. TuppSoho also sold Tupperware’s iconic food containers. Opened from November 18 to December 22, TuppSoho was visited by customers who came in and took photos with the Instagrammable décor and took part in hands-on product demonstrations by the Tupperware team. Recently, Tupperware has fallen on hard times. For one, company shares were down by more than 70% last 2019. The company CEO also suddenly left the company after less than two years of service, and Tupperware’s direct selling business technique did not contribute much to the company’s growth. Tupperware products were also becoming less popular among environment-conscious consumers. However, Tupperware claims that its products are a great alternative to single-use plastic because of its durability. Amid challenging times, Tupperware hopes that the new store attracted people and helped them reconnect with the brand. According to Asha Gupta, Tupperware’s Chief Strategy and Marketing Officer, TuppSoho was a turning point in the company’s history as opening Tupperware’s first brick-and-mortar store allowed more people to experience Tupperware products. Gupta added that the brand has been a staple in American kitchens for decades, and its long-standing presence motivated the company to bank on nostalgia to help boost Tupperware’s image. Sandra Harris, Tupperware’s Chief Financial Officer, adds that TuppSoho gave customers access to the brand and helped the company understand how customers interacted with Tupperware products.