Tupperware
Template:Short description Template:For Template:For Template:Recentism Template:Infobox company Tupperware is an American company that manufactures and internationally distributes preparation, storage, and serving containers for the kitchen and home. It was founded in 1942 by Earl Tupper, who developed his first bell-shaped container and introduced the products to the public in 1946.
As of 2007, it was sold by approximately 1.9 million direct salespeople on contract.<ref>Template:Cite news</ref> In 2013, the top marketplace for Tupperware was Indonesia, topping Germany. Indonesia's sales in 2013 were more than $200 million.<ref>Template:Cite news</ref>
In September 2024, when its parent company filed for bankruptcy,<ref name=":0" /> it was a wholly owned subsidiary of Tupperware Brands Corporation (TBC). Two months later, it was announced that a company formed by a group of TBC secured lenders, Party Products LLC, had completed the purchase of the brand, as well as certain related operations.<ref>Template:Cite press release</ref>
Company history
.jpg){kind=link}
Early years
Earl Tupper (1907–1983) was a chemist with DuPont who refined polyethylene and developed prototype plasticwares out of it for the company. In 1938 he founded the Tupperware Plastics Company.<ref>Template:Cite news</ref> He created the first Tupperware product in 1946 in Leominster, Massachusetts.<ref>Template:Cite web</ref> The airtight, food-safe plastic containers were targeted to consumers.<ref>Template:Cite web</ref>
Tupperware developed a direct marketing strategy known as the party plan to sell products.<ref>Template:Citation</ref> The “Tupperware party” enabled women of the 1950s to earn an independent income without holding a regular job.<ref name="clarke" /> Brownie Wise (1913–1992), a former sales representative of Stanley Home Products, started organizing more of these parties and was soon made vice president of marketing in 1951.<ref>Template:Cite web</ref><ref>Template:Cite news</ref> Later, she created Tupperware Parties Inc.<ref>Template:Cite journal</ref>
During the early 1950s, Tupperware products gained popularity, and sales increased. The company continued the Tupperware parties and rewarded top-selling women.<ref>Template:Cite web</ref><ref name="FORBES02142011">Template:Cite news</ref><ref name="PHI2009">Template:Cite web</ref>
1960–2000
Tupperware expanded to Europe in 1960 when Tupperware parties were hosted in Weybridge, England, and other locations around the world.<ref name="bbcnews11">Template:Cite news</ref> A comparison technique called "carrot calling" was used by the representatives wherein they would travel door-to-door in a neighborhood and ask housewives to compare carrots placed in a Tupperware container with anything that they would have ordinarily left them in. These would lead to scheduling of a Tupperware party.<ref name="bbcnews11"/>
In 1977, Rexall, the owner of the Tupperware brand, sold its namesake drugstores and renamed itself Dart Industries. Dart merged with Kraft Foods to form Dart & Kraft. The company demerged, with the former Dart assets renamed to Premark International. Tupperware Brands was spun off from Premark in 1996.<ref>Template:Cite news</ref>
2001–present
In 2003 Tupperware closed down operations in the UK and Ireland, citing customer dissatisfaction with their direct sales model.<ref>Template:Cite news</ref> The company relaunched in the UK in mid-2011,<ref>Template:Cite news</ref> and recruited UK staff, but in December the relaunch was canceled.
As of 2007 Tupperware was sold by means of approximately 1.9 million direct salespeople on contract.<ref name="freshup">Template:Cite news</ref>
In May 2018, the Israeli daily TheMarker reported that Tupperware would withdraw from Israel, leaving 2,000 agents without a job.<ref>Template:Cite news</ref> Tupperware Israel relaunched in December 2020 as an online shop.<ref>Template:Cite web</ref> In March 2021 Tupperware closed down operations in the Netherlands.<ref>Template:Cite web</ref> In August 2022, Tupperware announced it would be leaving the New Zealand market in late 2022.<ref>Template:Cite web</ref>
In 2022 Tupperware faced criticism for continuing its operations and actively hiring in Russia, despite the country’s invasion of Ukraine.<ref>Template:Cite web</ref><ref>Template:Cite web</ref><ref>Template:Cite web</ref>
On November 2, 2022, after publishing quarterly results, the company said its inability to maintain compliance with its credit agreement raises substantial doubt about its ability to continue as a going concern. The stock value dropped more than 40%.Template:Cn In April 2023 the company warned that there is "substantial doubt about the company's ability to continue as a going concern". The stock price dropped almost 50% on the same day.<ref>Template:Cite news</ref> On April 11, 2023, Tupperware's stock value plummeted to $1.30. Although there was a slight recovery the following day, its sliding sales and increasing debt prompted warnings of permanent company closure unless it receives substantial investment.<ref>Template:Cite news</ref>
As of April 2023 Tupperware had 82 countries listed as places it trades.<ref>Template:Cite web</ref> In May 2023, a financially-ailing Tupperware signed on Moelis & Co. to explore various available strategic options, as it also detected inconsistencies in its prior periods' financial reportings.<ref>Template:Cite news</ref>
On June 1, 2023, Tupperware stopped supplying an independent sales force in the UK and Ireland<ref>Template:Cite web</ref> and moved fully to selling online and via the shopping TV channel Ideal World, shortly before Ideal World itself went out of business in early July 2023.<ref>Template:Cite news</ref>
On October 14, 2023, Laurie Ann Goldman became CEO and board director following leadership roles at Spanx, Avon and Guess.
On June 14, 2024, Tupperware announced that it would close its last remaining US manufacturing plant in Hemingway, South Carolina, and shift production to their plant in Lerma in Mexico, with the closure to be completed in January 2025.<ref>Template:Cite web</ref>
On September 16, 2024, Tupperware Brands Corp. announced that it was preparing to file for Chapter 11 bankruptcy protection later in the week after a failed comeback after beneficial sales during the COVID-19 pandemic. The company's stock fell nearly 60% after the announcement.<ref>Template:Cite web</ref> On September 18, Tupperware Brands filed for Chapter 11 bankruptcy protection, with plans to continue operating during the proceedings.<ref name=":0">Template:Cite web</ref> Lenders involved are advocating for a foreclosure in order to claim assets.<ref>Template:Cite news</ref> On October 22, with $818 million obligations, it signed a deal with lenders for $23.5 million cash and $63 million debt relief in the United States District Court for the District of Delaware bankruptcy court for approval of Judge Brendan Shannon.<ref>Template:Cite news</ref> In November 2024, the Tupperware brand name was acquired by Party Products LLC, who will allow for Tupperware's operations to continue.<ref>Template:Cite web</ref>
Tupperware parties
Tupperware historically has been sold mostly through a party plan. A Tupperware party is hosted by a Tupperware consultant, who invites friends and neighbors into their home to see the product line. Parties also take place in workplaces and other community groups.<ref>Template:Cite news</ref> To stay in touch with its sales force, Tupperware published the monthly magazine Tupperware Sparks. The magazine had snapshots of saleswomen posing with awards and recognition for high sales. To avoid spending money on advertising, Tupperware created events that attracted free publicity.<ref>Template:Cite web</ref>
Reaction among feminist academics to the Tupperware model has been mixed. Some point out that Tupperware provided employment for women who were pregnant or otherwise not guaranteed their position at work due to unequal laws in the workplace.<ref name="clarke"/> Opposing views argued that the intended gendered product and selling campaign helped keep women restricted to the domestic sphere.<ref name=clarke>Clarke, Allison J. (1999) Tupperware, Washington: Smithsonian Institution Press. pp. 192–193. Template:ISBN.</ref> and maintained their predominant focus on homemaking.<ref name="v">Template:Cite journal</ref>
The multi-level marketing strategy adopted by Tupperware has also been criticized as manipulative.<ref>Template:Cite web</ref> Statistics released by Tupperware in 2018 showed that 94% of its active distributors remained on the lowest level of the pyramid, with average gross earnings of $653.<ref>Template:Cite web</ref>
In recent years, Tupperware in North America has moved to a new business model which includes more emphasis on direct marketing channels and eliminated its dependency on authorized distributorships. This transition included selling through Target stores in the US and Superstores in Canada with disappointing results.<ref>Template:Cite news</ref> In countries with a focus on marketing through parties (such as Germany, Australia, and New Zealand), Tupperware's market share and profitability continue to decline.<ref>Template:Cite news</ref> In New Zealand, products can be also purchased online without a salesperson.
In China, Tupperware products are sold through franchised "entrepreneurial shopfronts", of which there were 1,900 in 2005, Template:Clarification needed span<ref>Template:Cite news</ref><ref>Template:Cite news</ref>
Tupperware records and archives
Several collections of Tupperware-related archival records, papers, and collections are held by cultural heritage institutions across the United States. The papers of founder Earl S. Tupper are part of the Smithsonian's National Museum of American History and its Archives Center. The records of long-serving Tupperware vice president Brownie Wise are part of the Smithsonian's National Museum of American History and its Archives Center. The Jon and Sylvia Boyd Tupperware Films collection at the Smithsonian showcases Tupperware-produced documentaries that chronicle annual 'jubilee' conventions for salespeople, held at the Tupperware Florida headquarters.
See also
- Generic trademark
- Gold party
- Hana Cobi Plastic aka Lock & Lock
- Newell Rubbermaid
- Tub (container)
References
Further reading
- Tupperware: The Promise of Plastic in 1950s America by Alison Clarke, published by the Smithsonian Institution (Template:Date), Template:ISBN.
- Charles Duhigg, "Why Short Sellers Want to Crash the Tupperware Party," New York Times, Template:Date.
- Elayne Rapping, "Tupperware and Women", Radical America, vol. 14, no. 6 (November–December 1980), pp. 39–49.
External links
- Template:Commonscat-inline
- Film of Tupperware annual jubilee event, "Wishes Do Come True" (Collection item #AC0870-OF0001)
- Film of Tupperware annual jubilee event, "Arabian Nights Jubilee" (Collection item #AC0870-OF0003)
- Film of Tupperware annual jubilee event, "Land of Ours Jubilee" (Collection item #AC0870-OF0004)
- Film of Tupperware annual jubilee event, "Wonderland Jubilee" (Collection item #AC0870-OF0005)
- Pages with broken file links
- 1948 establishments in Massachusetts
- American brands
- American inventions
- Brands that became generic
- Containers
- Direct sales companies
- Food storage
- Kitchenware brands
- Manufacturing companies established in 1946
- Personal selling
- Plastic brands
- Products introduced in 1946
- Plastics companies of the United States
- Companies based in Orlando, Florida
- 2024 mergers and acquisitions
- Companies that filed for Chapter 11 bankruptcy in 2024