The Container Store Opens First Custom Closets Retail Location

The Container Store is best known for having a solution to every storage-related problem. From t-shirts to snacks, there’s a container for everything. Now the big-box retailer is changing things up by launching a new concept dedicated almost exclusively to their custom closet offerings called The Container Store Custom Closets. The first location recently opened at the Farmers Market in Los Angeles adjacent to The Grove. Executives chose to temporarily close and renovate an existing location, as opposed to building out a new store entirely because Los Angeles is a multi-store market with an already thriving custom closets business.

Custom Closets

This location has more than 65 displays, 38 of which are closets. This is more than twice the average amount at The Container Store’s other locations. The rest of the displays feel like a live version of Instagram or Pinterest. There is inspiration everywhere, allowing consumers to see how space can be used as efficiently as possible.

For example, one display which isn’t much larger than the average city closet, features a laundry area that has all the accouterments from shelves to a built-in hamper as well as a stackable washer/dryer. There is also a custom-built workshop area with space for every single tool. This installation could work in a garage or even a craft room.

The children’s displays are also very useful. There are several custom spaces from closets to desk areas that can be adapted as a child grows from toddler to teenager, making installations worth every penny of the price.

Closets For All 

The Container Store has four custom closet lines. Elfa Classic is the least expensive line and can be self-installed. Elfa Décor is a higher price point. Laren is the most high-end. 

Avera, which launched in the spring, is very customizable, with a choice of four finishes as well as shelves that can be cut to size. There are also extras including angled shoe shelves and remote-controllable LED lighting.

While The Container Store clearly didn’t invent custom closets, they are attempting to change the way they are sold. They have a wider price range than many competitors, which can accommodate a variety of budgets and needs.

A Design Center For All

Another factor that sets Custom Closets apart is that it offers an unparalleled in-store experience with a full design center. Every element is available to see, touch and feel, from the finishes to the hinges, knobs, and pulls. There are even workstations where customers can upload photos of their spaces and virtually preview their options.

The store also bridges the gap for consumers who don’t want to work with an interior designer, but need professional guidance. The store was designed to accommodate a high number of in-store appointments. For those choosing Laren and Avera systems, The Container Store will then send out a professional to measure the space and then install.

However, the Efla Classic system doesn’t require professional measurements or installation. Working with the retailer directly can make budgeting easier for those who want a truly custom system for rooms such as a master suite, but would rather DIY a playroom, for example.

However, Custom Closets is very trade-friendly and will accommodate interior designers, allowing them to schedule the workspaces so they can meet with their clients.

Further Retail Expansion

The Container Store is currently converting its existing Reston, Virginia store to a Custom Closet location next. A brand new Custom Closets is scheduled to open in Dallas by the end of 2019.

While the majority of the footprint is dedicated to closets, Custom Closets still carries a selection of top-selling Container Store items. After all, what is a custom installation if it isn’t organized?

This post first appeared on Forbes.com. To see the original, click here.