Dive Brief:

• The Container Store has opened its first "next generation" store in hometown Dallas, saying it "reimagined our space to help you maximize yours." The flagship features a brighter, more open layout, a customer closet design center and interactive tools, according to the company website.
• The retailer is inviting Dallas shoppers to critique the store and provide feedback, according to a report from the Dallas Morning News. 
• The design is based on consumer research conducted by architectural firm FRCH Design Worldwide and digital experience firm MJD, according to the News.

Dive Insight:

The Container Store is amplifying its Custom Closets merchandise and services "as a real focal point, kind of a beacon," CEO Melissa Reiff told analysts last month, according to a transcript of the fourth quarter conference call posted to the retailer’s website.

Changes include improvements to sightlines thanks to lower fixtures, enhanced lighting, updated technology and a refined arrangement of the product assortment to make it easier for customers to buy for their organizational projects, Reiff said.

"We look forward to the learnings that this remodel store will provide us, which will impact our go-forward plans for existing store remodels, as well as our decisions on our future store prototypes," she said. "Custom Closets technology investments will continue to be important to us beyond fiscal 2018."

But the company is being cautious about adding to its footprint, and is introducing smaller stores as it does, she also said. The company is bringing on three more new stores in fiscal 2018, but two will be relocations of existing stores and all will have a smaller footprint of 18,000 square feet compared to its historical 25,000 square feet.

In the fourth quarter, consolidated sales rose 5.3% and store comps rose 2.7%, which Reiff said marked the best quarterly comp store sales performance of the year. "This is a result of strong sales from our Custom Closets business, as well as positive comp store sales contribution from our other product categories," she said.