Dive Brief:
- DTC kitchenware and home goods brand Caraway has expanded its wholesale partnership with The Container Store by rolling out products at all of the retailer’s 101 U.S. locations. The two companies first launched their partnership in October 2022.
- The brand also announced it expanded its assortment on The Container Store’s website, according to a company press release.
- Caraway said it is the first cookware brand to be sold at The Container Store.
Dive Insight:
Caraway has been expanding its roster of wholesale partners recently, including with Target, Crate and Barrel, Nordstrom, Macy’s, and Williams Sonoma.
When Caraway first partnered with The Container Store in October of last year, it launched its cookware set in five retail stores, and the cookware set, bakeware set and kettle online. The Container Store has now expanded the Caraway offerings to include a la carte options and duos in the cookware and bakeware categories, and a la carte and sets in the food storage category.
"We are thrilled to team up with The Container Store to expand our program together and introduce our entire collection of modern kitchenware products to new customers across the country", Jordan Nathan, founder and CEO of Caraway, said in a statement. "It is especially exciting for us to be the first cookware brand sold at The Container Store, providing customers the opportunity to experience our clean and sustainable products first at The Container Store nationwide.”
And while the vast majority of Caraway’s sales are still coming from its DTC business, “we are continually growing our retail presence and anticipate a 50/50 revenue split between DTC and wholesale over the next five to 10 years,” the company said in an email to Retail Dive.
Caraway first launched in 2019 and became known for its non-toxic ceramic, nonstick cookware. Over the past four years the brand has expanded into a full suite of kitchen oriented products, including bakeware, linens, a tea kettle, steamers, food storage, and prep and cutting board sets.
The company in October 2022 secured $35 million in a funding round led by McCarthy Capital.
