In recent weeks, news reports about the struggles of the housewares brand Tupperware have surfaced.
It’s unfortunate to see such a storied brand on the brink of bankruptcy, but it raises the question: was this avoidable? Could Tupperware have saved itself by embracing new ideas to modernize its brand and products?
We’ll never know for certain, but a household name like Tupperware might have had a chance if it had explored new products and business models a little sooner. Here are a few ideas of how the company could have reinvented itself:
DTC Housewares Rollup
Tupperware could have transitioned to a direct-to-consumer (DTC) model sooner, either natively or through acquisition. Although Tupperware products are available for purchase on its website, the company still largely relies on its direct sales model, which is based on the party plan concept. While some companies can still make this model work (like Thermomix), the Tupperware Party is a relic of the past that does not resonate with modern consumers.
One approach the company could have considered is a brand rollup strategy, similar to what we have seen from Pattern Brands. Pattern has been gradually acquiring successful DTC brands like GIR, Yield, Poketo, and Onsen. Each brand already had its own loyal following, and Pattern was able to achieve operational scale by consolidating back-office, marketing, and distribution. Tupperware could have also considered larger deals with successful social media-driven brands like Caraway.
Focus on Eco-conscious and Toxin-free Housewares
Tupperware is primarily associated with its plastic storage containers for fridges and freezers. Although the company has diversified into other materials, it has not made a name for itself in eco-friendly products. While some silicone-based products can be found on their website, it is surprising that Tupperware did not embrace this popular material, known for its heat resistance and toxin-free properties. The company could have developed Stasher-like bags and sets of GIR-like kitchenware.
Smart Food Storage and Management
As Spoon readers may know, the current state of home food storage has not embraced technology to address a significant issue: food waste. While startups like Silo, Uvera, and Ovie have attempted to rethink home food storage by incorporating smart technology, they are all still in various stages of development. Tupperware did experiment with crowdsourcing ideas for new container approaches a few years ago, but it seems nothing ever materialized from that effort.
If Tupperware had developed a smart storage platform that leveraged connectivity standards and smart home technologies like Alexa and HomeKit, it might have gained traction. Although the company’s home ambassador model is not ideal, a high-end storage “system” like a smart food container product could have benefited from hands-on sales.
Additionally, Tupperware could have created a food storage management app for use with either conventional food storage or a smart storage system. The company could have also collaborated with established appliance brands like Samsung to integrate a smart food management system into their devices.
These are just a few ideas for how Tupperware could have avoided its current fate. While the brand might survive, either by navigating a restructuring or through the sale of its name and assets to a buyer (who, let’s hope, would not turn it into a Zombie-brand like Polaroid), one can’t help but wonder what might have been if the company had embraced one or two ambitious ideas for reinventing itself before it was too late.
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