Tupperware

Last updated
Tupperware
Company type Subsidiary
Founded1946;78 years ago (1946)
Leominster, Massachusetts
Founder Earl Tupper
Headquarters
Orlando   OOjs UI icon edit-ltr-progressive.svg
ProductsPreparation, storage, serving products for the kitchen and home, and beauty products
RevenueIncrease2.svg US$2.26 billion (2017)
Number of employees
13,500 (2010) [1]
Parent Tupperware Brands
Website www.tupperware.com

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.

Contents

Tupperware is a wholly owned subsidiary of Tupperware Brands. As of 2007, it was sold by approximately 1.9 million direct salespeople on contract. [2] In 2013, the top marketplace for Tupperware was Indonesia, topping Germany. Indonesia's sales in 2013 were more than $200 million. [3] On September 19, 2024, Tupperware filed for bankruptcy. [4]

Company history

Tupperware containers from 2011 Tupperware plastic containers.jpeg
Tupperware containers from 2011
Colorful Tupperware containers Tupperware (2).jpg
Colorful Tupperware containers

Early years

Earl Tupper (1907–1983) asked for pure polyethylene pellets from DuPont to build Tupperware products in 1938. [5] He developed the first product in 1946 in Leominster, Massachusetts. [6] The polyethylene plastic containers could be used in households to contain food and keep them airtight, and featured a "burping seal" that was patented in 1949. [7]

The product became notable with a sale-through-presentation idea, held in a party setting. [8] Tupperware developed a direct marketing strategy known as the party plan to sell products. The party plan called Tupperware party enabled women of the 1950s to earn an income while keeping their focus in the domestic domain. [9] 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. [10] [11] Later, she created Tupperware Parties Inc. [12] Women at the parties were exhorted to sell more via the slogan "No Sex, No Sup, Just Tup-Tup-Tup!". [13]

During the early 1950s Tupperware products gained popularity and sales increased. The company continued the Tupperware parties and rewarded top-selling women. [14] [15] [16]

1960–2000

Tupperware expanded to Europe in 1960 when Mila Pond hosted Tupperware parties in Weybridge, England, and other locations around the world. [17] 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. [17]

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. [18]

Tupperware also produced limited products outside its core preparation and storage lines. The Shape O is a toddler toy/puzzle, first produced in 1969. Ten different geometric shapes are inserted into corresponding holes in the ball to complete the game.

2001–present

Tupperware logo from 1994 to 2024. Tupperware Brands Corporation logo.svg
Tupperware logo from 1994 to 2024.

In 2003 Tupperware closed down operations in the UK and Ireland, citing customer dissatisfaction with their direct sales model. [19] The company relaunched in the UK in mid-2011, [20] 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. [21]

In May 2018, the Israeli daily TheMarker reported that Tupperware will withdraw from Israel leaving 2,000 agents without a job. [22] Tupperware Israel relaunched in December 2020 as an online shop. [23] In March 2021 Tupperware closed down operations in the Netherlands. [24] In August 2022, Tupperware announced it would be leaving the New Zealand market in late 2022. [25]

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%.[ citation needed ] 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. [26] 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. [27]

As of April 2023 Tupperware has 82 countries listed as places they trade. [28] 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. [29]

On June 1, 2023, Tupperware stopped supplying an independent sales force in the UK and Ireland [30] 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. [31]

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. [32]

On September 16, 2024, Tupperware Brands Corp. announced that they were 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. [33] On September 18, Tupperware Brands filed for Chapter 11 bankruptcy protection, with plans to continue operating during the proceedings. [4] Lenders involved are advocating for a foreclosure in order to claim assets. [34]

Tupperware parties

A Tupperware party advertisement from the late 1950s Tupperware party.jpg
A Tupperware party advertisement from the late 1950s

Tupperware is still sold mostly through a party plan. A Tupperware party is run by a Tupperware consultant as a host or hostess who invites friends and neighbors into their home to see the product line. Parties also take place in workplaces, schools, and other community groups. [35] 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. [36]

The multi-level marketing strategy adopted by Tupperware has been criticized as manipulative. [37] 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. [38]

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. [39] 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. [40] 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, due to pyramid selling laws enacted in 1998. [41] [42]

Feminist reactions

Feminist academics had different reactions to Tupperware. A more positive interpretation argued Tupperware provided employment for women who were pregnant or otherwise not guaranteed their position at work due to unequal laws in the workplace. [9] Opposing views argued that the intended gendered product and selling campaign further domesticates women, and keeps their predominant focus on homemaking. [43] Negative views also argued Tupperware helped keep women restricted to the domestic sphere. [9]

See also

Related Research Articles

Avon Products, Inc. is an Anglo-American multinational company selling cosmetics, skin care, perfume, and personal care products. It is a multi-level marketing company based in London. In 2020, Avon had annual sales of $9.1 billion worldwide.

<span class="mw-page-title-main">JCPenney</span> American department store chain

Penney OpCo LLC, doing business as JCPenney and often abbreviated JCP, is an American department store chain that operates 659 stores across 49 U.S. states and Puerto Rico. Departments inside JCPenney stores include Men's, Women's, Boys', Girls', Baby, Bedding, Home, Fine Jewelry, Shoes, Lingerie, JCPenney Salon, JCPenney Beauty, as well as leased departments such as Seattle's Best Coffee, US Vision optical centers, and Lifetouch portrait studios.

Revlon, Inc. is an American multinational company dealing in cosmetics, skin care, perfume, and personal care. The headquarters of Revlon was established in New York City on March 1, 1932, where it remains. Revlon was founded by brothers Charles and Joseph Revson, and chemist Charles Lachman. Revlon products are sold in 150 countries and the company has many global locations including Mexico City, London, Paris, Hong Kong, Indonesia, Sydney, Singapore, and Tokyo.

Earl Silas Tupper was an American businessman and inventor, best known as the inventor of Tupperware, an airtight plastic container for storing food, and for founding the related home products company that bears his name, Tupperware Plastics Company.

<span class="mw-page-title-main">Brownie Wise</span> American businesswoman (1913–1992)

Brownie Wise was a pioneering American saleswoman largely responsible for the success of the home products company Tupperware, through her development of the "party plan" system of marketing. She initially worked as a salesperson for Stanley Home Products to supplement her income, before switching to selling Tupperware. Wise was vice president of Tupperware Home Parties between 1951 and 1958 when she was fired by Tupperware's founder Earl Tupper.

<span class="mw-page-title-main">The Coca-Cola Company</span> American multinational beverage corporation

The Coca-Cola Company is an American multinational corporation founded in 1892. It manufactures, sells and markets soft drinks including Coca-Cola, other non-alcoholic beverage concentrates and syrups, and alcoholic beverages. Its stock is listed on the New York Stock Exchange and is a component of the DJIA and the S&P 500 and S&P 100 indexes.

<span class="mw-page-title-main">The Body Shop</span> International cosmetics, skin care company

The Body Shop International Limited, trading as the Body Shop, is a British cosmetics, skin care, and perfume company founded in 1976 by Anita Roddick.

<span class="mw-page-title-main">Jif (lemon juice)</span> Brand of natural strength lemon juice

Jif is a brand of natural strength lemon juice prepared using lemon juice concentrate and water, whereby the concentrate is reconstituted using water. After reconstitution, it is packaged and marketed. It is sold in the United Kingdom and Ireland by Unilever. Jif is used as a flavourant and ingredient in dishes, and as a condiment. Two tablespoons is around the equivalent of the juice of one lemon. The product has a shelf life of six months.

<span class="mw-page-title-main">Yoplait</span> French yogurt brand

Yoplait is the world's largest franchise brand of yogurt. It is fully owned by French dairy cooperative Sodiaal since 2021.

The Fuller Brush Company is an American company that sells branded and private label products for personal care, as well as for commercial and household cleaning. It was founded in 1906 by Alfred Fuller. Consolidated Foods acquired Fuller Brush in 1968. In 1991, the company was placed in private ownership but in 1994, it became a subsidiary of CPAC Inc., which was owned by the private equity group Buckingham Capital Partners from 2007 to 2012. From December 2012 to December 2017, the company was owned and operated by David Sabin and Victory Park Capital. Since January 2018, it has been owned and operated by Galaxy Brush LLC, located in Lakewood, New Jersey.

<span class="mw-page-title-main">GNC (company)</span> U.S.-based health and wellness retailer

GNC Holdings, LLC is an American multinational retail and nutritional manufacturing company based in Pittsburgh, Pennsylvania. It specializes in health and nutrition related products, including vitamins, supplements, minerals, herbs, sports nutrition, diet, and energy products. It is a wholly owned subsidiary of Harbin Pharmaceutical Group, a Chinese state-owned pharmaceutical manufacturer.

Sharper Image is an American brand that offers consumers home electronics, air purifiers, gifts, and other lifestyle products through its website, catalog, and third-party retailers. The brand is owned by ThreeSixty Group, with the U.S. catalog and website owned and operated by Michigan-based Camelot Venture Group.

<span class="mw-page-title-main">Throw-away society</span> Human society strongly influenced by consumerism

The throw-away society is a generalised description of human social concept strongly influenced by consumerism, whereby the society tends to use items once only, from disposable packaging, and consumer products are not designed for reuse or lifetime use. The term describes a critical view of overconsumption and excessive production of short-lived or disposable items over durable goods that can be repaired, but at its origins, it was viewed as a positive attribute.

<span class="mw-page-title-main">Nu Skin Enterprises</span> American multi-level marketing company

Nu Skin Enterprises, Inc. is an American multilevel marketing company that develops and sells personal care products and dietary and nutritional supplements. Under the Nu Skin and Pharmanex brands, the company sells its products in 54 markets through a network of approximately 1.2 million independent distributors.

Tupperware Brands Corporation, formerly Tupperware Corporation, is an American multinational company that produces home product lines that include kitchen gadgets, preparation, storage containers, and serving products for the kitchen and home. Its main focus is kitchen and household products, and it is particularly known for its line of plastic containers for food storage and preparation. By extension, plastic food containers in general, regardless of brand, are sometimes referred to as Tupperware.

<span class="mw-page-title-main">Kraft Foods Inc.</span> Defunct American food and beverage company

Kraft Foods Inc. was a multinational confectionery, food and beverage conglomerate. It marketed many brands in more than 170 countries. Twelve of its brands annually earned more than $1 billion worldwide: Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Trident, and Tang. Forty of its brands were at least a century old.

<span class="mw-page-title-main">L'eggs</span> Pantyhose in egg-shaped packaging

L'eggs is a brand of pantyhose, introduced in 1969 by Hanes. The novel developments were the egg-shaped plastic product container, the shift to consignment sales in drug stores and groceries, and the in-store product racks designed to emphasize the egg shape. The brand logo hinted at a pair of chicks or eggs in the lettering.

<span class="mw-page-title-main">Express, Inc.</span> American fashion company

Express, Inc. is an American fashion retailer whose portfolio includes Express, Bonobos and UpWest. The Company operates an omnichannel platform as well as physical and online stores. The company consists of the brands Express, Bonobos, and UpWest, and is traded on the OTC Pink under the symbol EXPR.

<span class="mw-page-title-main">Zalando</span> Multinational e-commerce company specializing in shoes and fashion

Zalando SE is a publicly traded German online retailer which is active across Europe and specializes in shoes, fashion and beauty products. The company was founded in 2008 by David Schneider and Robert Gentz and has more than 51 million active users in 25 European markets.

References

  1. ↑ "Form 10-K Annual Report Filed Feb 22, 2011 (FY 2010)". Tupperware Inc./SEC Filing. Archived from the original on 2012-07-27.
  2. ↑ "New sales record in 2007, Growth in all regions". www.plasteurope.com. 8 November 2008.
  3. ↑ Cochrane, Joe (March 2015). "Tupperware's Sweet Spot Shifts to Indonesia". The New York Times. Retrieved April 7, 2015.
  4. 1 2 Dmitracova, Olesya; Maruf, Ramishah (September 18, 2024). "'The party is over' as Tupperware files for bankruptcy after years of troubles". CNN. Retrieved September 18, 2024.
  5. ↑ "Earl Silas Tupper". www.pbs.org.
  6. ↑ "Earl Silas Tupper". Ideafinder.com. Retrieved 2013-02-28.
  7. ↑ Ananya Bhattacharya (11 April 2023). "Tupperware's business is nowhere near as airtight as its containers". Quartz.
  8. ↑ Tupperware Documentary , retrieved 2022-10-05
  9. 1 2 3 Clarke, Allison J. (1999) Tupperware, Washington: Smithsonian Institution Press. pp. 192–193. ISBN   1560989203.
  10. ↑ Maurer, Elizabeth (2017). "Social Marketing Before the Internet". National Women's History Museum.
  11. ↑ "Secret History Of: Tupperware". The Independent. 2010-10-08. Retrieved 2017-08-12.
  12. ↑ Bax C. (2010). "Entrepreneur Brownie Wise: Selling Tupperware to America's Women in the 1950s". Journal of Women's History. 22 (2): 171–180. doi:10.1353/jowh.0.0159. S2CID   154411167.
  13. ↑ "No Sex, No Sup, Just Tup-Tup-Tup!". December 2022.
  14. ↑ Wortz, Eleanor Thompson. "Fly Gals of World War II". Robertson Publishing. Retrieved September 25, 2011.
  15. ↑ Goudreau, Jenna (February 14, 2011). "The Tupperware Effect, Empowering Women Around The World". Forbes .
  16. ↑ "Empowering the Community at Risk: The Partnership of PT Tupperware Indonesia and HOPE worldwide" (PDF). Public Health Institute. October 2009. Archived from the original (PDF) on 2012-07-11. Retrieved 2012-03-21.
  17. 1 2 "What is today's American Dream?". BBC News . 28 March 2011. Retrieved 2011-03-29.
  18. ↑ "Tupperware Spinoff Is Set for May 31". The New York Times . 20 May 1996.
  19. ↑ "Party Is over for Tupperware UK". BBC News. 23 January 2003. Retrieved 10 May 2011.
  20. ↑ "Did Tupperware Parties Change the Lives of Women?". BBC News. 10 May 2011. Retrieved 10 May 2011.
  21. ↑ Cortese, Amy (July 7, 2007). "Tupperware Freshens Up the Party". The New York Times . Retrieved May 19, 2009.
  22. ↑ חרותי-סובר, טלי (2018-05-17). "טאפרוור עוזבת את ישראל - ו-2,000 מפיצות ללא עבודה". TheMarker. Retrieved 2018-05-18.
  23. ↑ "Home". tupperware.co.il.
  24. ↑ "No more 'plastic path to empowerment': Tupperware party in NL is over". March 2021.
  25. ↑ "The famous Kiwi party's over: Tupperware closes lid on NZ operation". NZ Herald. 24 August 2022. Retrieved 2022-08-24.
  26. ↑ Jordan Valinsky (April 10, 2023). "Tupperware stock plunges after warning it could go out of business". CNN.
  27. ↑ "Tupperware: Why the household name could soon be history". BBC.
  28. ↑ "Tupperware - Where you can find us - Our Story". www.tupperwarebrands.com.
  29. ↑ "Tupperware brings on Moelis & Co to help explore strategic alternatives". reuters.com. 8 May 2023. Retrieved 2023-06-07.
  30. ↑ "Tupperware UK | Tupperware Queen UK | Buy Genuine Tupperware Online". Tupperware Queen Shop UK.
  31. ↑ "Ideal World shopping channel goes into administration". BBC News. July 6, 2023.
  32. ↑ Sparrow, Norbert (June 14, 2024). "Tupperware says adios to its last US factory". plasticstoday.com. Informa PLC. Retrieved August 6, 2024.
  33. ↑ "Tupperware Brands plans to file for bankruptcy, Bloomberg News reports". Reuters. September 16, 2024. Retrieved September 16, 2024.
  34. ↑ "Tupperware Gets About Two Weeks to Use Cash Amid Lender Disputes". Bloomberg.com. 2024-09-25. Retrieved 2024-09-25.
  35. ↑ Blakemore, Erin (1 March 2019). "Tupperware Parties: Suburban Women's Plastic Path to Empowerment". History.com.
  36. ↑ "Tupperware Home Parties". PBS. Retrieved 29 July 2018.
  37. ↑ Richards, Laura (22 January 2019). "How MLMs — multilevel marketing schemes — are hurting female friendships". Chicago Tribune. Retrieved 30 March 2019.
  38. ↑ "Tupperware Income Disclosure Summary" (PDF). Tupperware. Archived from the original (PDF) on 30 March 2019. Retrieved 30 March 2019.
  39. ↑ "Tupperware to End Partnership with Target Stores". The New York Times. June 19, 2003. Retrieved May 19, 2009.
  40. ↑ Kilgore, Tomi. "Tupperware matches profit views, sales fall slightly less than expected". MarketWatch. Retrieved 2019-04-01.
  41. ↑ Tempest, Rone; Farley, Maggie (April 24, 1998). "China Slams Door on Direct-Sales Firms". Los Angeles Times . Retrieved May 19, 2009.
  42. ↑ "Tupperware adapts to serve diverse markets". Plastics News . November 17, 2005. Archived from the original on December 8, 2008. Retrieved May 19, 2009.
  43. ↑ Vincent, S. (2008). "Preserving Domesticity: Reading Tupperware in Women's Changing Domestic, Social and Economic Roles". Canadian Review of Sociology. 40 (2): 171–196. doi:10.1111/j.1755-618X.2003.tb00242.x.

Further reading

This page is based on this Wikipedia article
Text is available under the CC BY-SA 4.0 license; additional terms may apply.
Images, videos and audio are available under their respective licenses.