Target to sell Tupperware in stores

ORLANDO, Fla. — Tupperware lovers can now purchase the iconic sealable containers straight from Target shelves, the latest sign of a seismic shift in the 76-year-old company’s business model.

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Tupperware Brands CEO Miguel Fernandez announced the launch via a LinkedIn post on Monday, and the news follows the company’s June launch on Amazon, CNN reported.

Fernandez said the brick-and-mortar availability of Tupperware is part of the company’s broader strategy to reinvent the brand, targeting younger consumers who never experienced direct-sale Tupperware parties via multiple retail channels.

While the goal is simple, the task we’ve undertaken is not,” Fernandez wrote.

“We’re reinventing the business model our company has operated with for over 75 years to bring more products to more consumers through an omnichannel strategy while continuing to fortify our direct selling business. We’re selectively investing time and resources to drive sustainable growth of both new and core business channels,” he added.

The Target partnership, which took effect Monday, means shoppers can find Tupperware on the retailer’s shelves and on Target.com.

According to CNN, Tupperware’s “party” format was historically the only way to purchase the products. Parties were typically organized by a woman and hosted in a customer’s home or her own, allowing her to sell the products and earn commissions.

“Younger customers less familiar with direct sales will now find our brand in retail and from there can develop personalized relationships,” Fernandez wrote, adding, “We’ll work with additional retailers and partners with a solid reputation and customer base that will benefit from our products.”