Tupperware surprisingly with a new strategy: Online shop radically expands assortment

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The US company Tupperware is far from the corona virus pandemic in crisis. Increased competition in the market for household items and the booming online trade are affecting the company, which is geared towards direct sales. Business has been going bad for a long time, but debts are high. Investors seem to have almost written off Tupperware.

The colorful bowls and boxes from Tupperware have shaped households almost all over the world and even made it as design classics in museums and art exhibitions.

The airtight closable containers, the plastic lids of which give the characteristic sound when closed, have also spread rapidly in Germany since the early 1960s.

Founder Tuppers household products proved to be a successful concept, especially in combination with marketing genius Brownie Wise’s idea of ​​the Tupper party. But is this approach still up to date?

“For Europe and Germany in particular, we already see a clearly positive trend in the third and fourth quarters of 2019, which we will continue in the first quarter of 2020 and beyond,” said Hauke ​​Grotevent, managing director of Tupperware Deutschland GmbH last February at the German press agency.

The online business, which started in June 2018, shows growing sales, and demonstration stores are also expected to attract additional customers here in Germany. There are two studios since 2019.

Most recently, the German subsidiary of Tupperware also posted red numbers. According to the most recent publication in the Federal Gazette, the company posted a net loss of EUR 2.3 million for 2018 (2017: minus EUR 0.3 million).


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