The Container Store
Store launch in trying times
When The Container Store enters into a new market, it comes well-armed with several tried-and-true tactics for launching its new location and engraining itself in the local community. With rising health concerns around the pandemic, the brand wanted to ensure its Spring 2021 opening aligned with local health regulations while making sure consumers felt safe and excited about the brand’s home organization offerings.
Dotted Line was tasked with developing a soft opening strategy with a steady cadence of activities that introduced Richmonders to the brand, spoke to the organization’s philanthropic values, and shared practical advice to drive home how the company could help consumers complete their organization projects.