The demise of Bed Bath & Beyond left a big chunk of the $10 billion dorm room furnishings market up for grabs. The Container Store wants to capture some of that spending through an innovative partnership with social-media savvy online retailer Dormify.
Bed Bath & Beyond, which is in the process of liquidating and closing its stores after declaring bankruptcy, considered the back-to-college season as its biggest sales driver of the year, and worked hard to court new college students, and their parents. With its large number of stores it could let parents and students pick out everything they needed for their dorm at their local store, and pick up the items at the store closest to their college.
“For us, the collaboration with Dormify really helps us complete that full basket, in the sense of adding on-trend bedding, and some of the really fun decor they have that is not in our wheelhouse per se,” said Stacey Shively Chief Merchandising Officer of The Container Store said in an interview. “The parent is already shopping at The Container Store, so it’s a way to get in front of the parent,” Zuckerman said.
“For the college customer in this back-to-school shopping experience, the whole process of getting your products to campus after you order them is a really big problem and its a friction point that customers have,” Zuckerman said.
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