The Container Store Expands Elfa Collection

The Container Store is expanding its proprietary Elfa brand with the launch of Decor+ by Elfa, the latest addition to its modular, wall-hanging custom spaces offering.

The new collection is made of steel and solid birch wood and features the same wall-hanging adjustable framework the brand is known for. Designed for closets and living spaces, new features include LED lighting, fully enclosed full-extension drawers, and solid wood drawer fronts and trim. 

Customers also have the option to include back panels to give their space a complete, built-in look and take the entire space with them if they move. Shoppers have the option of free in-store, virtual, or in-home custom design, to shop individual components, or to purchase a pre-designed space. Professional installation is also available.

“Expanding our assortment so that we are meeting the needs and desires of today’s consumer is one of the key elements to increasing our Custom Spaces business to 60% of annual sales and capitalizing on the $6 billion addressable Custom Spaces market over time,” said Satish Malhotra, CEO and president of The Container Store. “We believe the unique proposition of Decor+ paired with our complementary organizing solutions gives us a competitive market advantage and look forward to seeing how customers respond.”

Decor+ by Elfa is now available in all store locations of The Container Store and on containerstore.com. A full marketing campaign to support the launch is slated for fall 2024.