Market Overview

The Container Store Launches New Brand Campaign


Storage and organization leader brings to life its brand purpose of
maximizing space with new brand tagline and creative

As the country's original storage and organization retailer, The
Container Store
is committed to helping customers accomplish
projects, maximize space, and make the most out of their homes. This
summer, as the brand celebrates its 40th anniversary, it is launching a
new brand campaign that is rooted in that philosophy.

This press release features multimedia. View the full release here:

"This branding effort aims to bring our purpose to life across all of
our channels," said Melissa Collins, chief marketing officer at The
Container Store. "Through deep consumer insights work, we know consumers
look to us to help them accomplish all the storage and organization
projects they've set out to do and we hope to reach them with this new

The brand's new tagline "Where
Space Comes From"
taps into the universal truth around the
struggle to overcome the space issues that plague us all. From kitchens,
to garages, to closets, making the most of our space can feel like an
insurmountable feat if we don't have the right support. These practical
challenges are presented as the grand quandaries they can often feel
like in our lives. Framing everyday situations in the grandeur of
science, the new campaign tackles questions that always lead to the same
answer: The Container Store.

"This campaign is designed to speak to consumers going through different
life stages – whether that's buying a new home, growing their families
or downsizing," said Felipe Avila, vice president of marketing at The
Container Store. "We want to connect with them through stories they can
relate to and identify with."

Featuring everyday people facing the challenges of space, the campaign
concept, created in partnership with agency of record – Preacher, comes
to life in a series of relatable :30 spots launching on national cable,
local broadcast and streaming video. In addition to these spots,
bite-sized videos will exist online, along with a robust push of the
creative idea through out of home, radio, magazine and in-store signage.

Proud of the insightful work and great partnership, Rob Baird, chief
creative officer at Preacher, said, "There's a lot of love out there for
The Container Store, including inside their walls. We were looking to
surface that latent love by tapping into the brand's (beautifully
organized) soul and serving up the benefit in an even more approachable

This new campaign comes on the heels of the brand launching its Next
Generation store in Dallas revealing a new architectural design,
merchandising strategy and unique digital resources that make it easier
for customers to accomplish their storage and organization projects. The
innovative new concept will serve as a test and learn environment to
determine elements for eventual rollout to new and existing locations
for a true omnichannel experience.

About The Container Store

The Container Store (NYSE:TCS) is the nation's leading retailer of
storage and organization products — a concept they originated in 1978.
Today, with locations nationwide, the retailer offers more than 11,000
products designed to help customers accomplish their storage and
organization projects and maximize any size space. The Container Store
also offers a suite of custom closet systems, and a wide variety of
convenient online and mobile shopping services. Visit
for more information about store locations, the product collection and
services offered. Visit
for inspiration, tips and real solutions to everyday organization
challenges, and
to learn more about the company's unique culture.

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