Overall, my trip to The Container Store made me realize that I’m probably not the brand’s target audience … for now.
Malhotra told Modern Retail, “There will always be a cheaper alternative to a plastic bin. Our objective is not to compete there because we don’t have the scale and buying power to do so.”
Instead, he said it’s about offering “a white glove experience” through Custom Spaces and the brand’s merchandise. He added that The Container Store differentiates itself from the Walmarts and Targets of the world by spending time with customers to help them choose the right products for their space.
Therefore, it seems that The Container Store is looking to target shoppers who not only have an established home base but also plan to invest in it for years to come.
As a 20-something-year-old who plans to bounce from rental to rental for the next few years, I’m nowhere near that phase of my life. So, buying more expensive organizers that may only fit my current apartment just isn’t worth it for me.
However, if you have the money, space, and time, I completely understand falling in love with The Container Store. But for now, my visits will simply remain sources of inspiration.