The Container Store to Introduce a Full Custom Closet Suite
COPPELL, Texas--(BUSINESS WIRE)--Mar 4, 2019--The Container Store is capitalizing on the continued success of its custom closet business by introducing a fourth line to complement its already successful Elfa® and TCS Closets® offerings. On March 20, the original storage and organization leader will introduce The Container Store Custom Closets with a full portfolio of options – Elfa Classic, Elfa Décor, Avera™ and Laren™.
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The Container Store Custom Closets: Avera in Stone (Photo: Business Wire)
The four exclusive lines of The Container Store Custom Closets will allow customers to maximize any size space at any budget through design customization. The Avera line will be the fourth and newest addition to the existing suite of closets. The current TCS Closets line will be rebranded under the new name Laren. The names Avera and Laren were developed and chosen to create a cohesive suite of names with the brand’s popular Elfa system.
The unique functionalities and features of each line are detailed below:
- Elfa Classic – Elfa is The Container Store’s original custom shelving and drawer system; a Swedish brand the retailer has carried in the United States since 1978 and acquired in 1999. The wall-hanging system is incredibly strong and flexible, allowing the customer to easily add or move shelves and drawers as needed. Its versatility makes it a popular option for closets, pantry, office, craft room and garage.
- Elfa Décor – Elfa Décor adds the beauty of wood and deluxe options to Elfa Classic with wood shelves, solid drawer fronts and trim in three finishes. Deluxe options like the gliding shoe shelf, mirror, jewelry and accessory system, and a variety of knobs are also available.
- NEW! Avera – Avera’s sleek design is unlike any other wall-based system and delivers an upscale, built-in look at an incredible price. Features include four wood grain finish options, soft close drawers that open and close with a touch, back wall panels and optional integrated LED lighting.
- Laren – TCS Closets will be rebranded as Laren and offers built-in luxury from the floor to ceiling. Each closet features 1″-thick construction and the choice of eight exclusive and gorgeous finishes, islands, LED lighting, glass-front cabinets, and a choice of drawer and door styles to create the walk-in or reach-in custom closet that people dream of.
“We are so proud to introduce The Container Store Custom Closets including our NEW Avera to the market. This full suite of beautiful custom closets is a milestone introduction for our company as we continue to deliver on our commitment to dominate the custom closets business,” said Chief Executive Officer, Melissa Reiff. “We want our closet offerings to be the obvious choice for customers as we help them accomplish their projects, maximize their space--regardless of size, style and budget--and make the most of their home.”
Elfa Classic, Elfa Décor and TCS Closets are currently available at The Container Store and containerstore.com. Avera is scheduled to be in stores and online starting March 20. Find complementary storage and organization products for each space solution and schedule a free design appointment at containerstore.com.
About The Container Store
The Container Store Inc. (NYSE: TCS) is the nation’s leading retailer of storage and organization products — a concept it 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 full suite of custom closets designed to accommodate all sizes, styles and budgets. Visit www.containerstore.com for more information about store locations, the product collection and services offered. Visit www.containerstore.com/blog for inspiration, tips and real solutions to everyday organization challenges, and www.whatwestandfor.com to learn more about the company’s unique culture.
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CONTACT: Mara Richter
KEYWORD: UNITED STATES NORTH AMERICA TEXAS
INDUSTRY KEYWORD: HOME GOODS RETAIL SPECIALTY OTHER RETAIL
SOURCE: The Container Store
Copyright Business Wire 2019.
PUB: 03/04/2019 08:08 AM/DISC: 03/04/2019 08:08 AM