Tupperware's German Chapter Comes to an End
Tupperware, a renowned household goods manufacturer, has bid farewell to its German market. The company's website announced its official departure, following its insolvency filing in the US in September and Germany in January.
Former employees, customers, and fans were addressed in a heartfelt pop-up message on the website. They expressed gratitude for the support and lasting impact customers had on their journey. The company assured that orders received by December 29, 2024, would still be processed and shipped, although delays due to high order volume might arise, potentially stretching to the end of January.
The winding down of Tupperware in Germany was announced on January 8. Despite the efforts of CEO Marco De Benedetti and his team to secure new license agreements from the US parent company, they were unsuccessful.
Tupperware, once a cultural phenomenon with its "Tupperware parties," had been grappling with declining sales for some time. The number of employees worldwide dropped from 13,600 in 2011 to 6,600 in 2022. The increasing number of consultants offset this decline; in Germany alone, 60 employees and 12,000 consultants were impacted. Europe has an estimated 100,000 independent consultants.
A brief boom during the pandemic was swiftly extinguished. Tupperware's global turnover halved between 2013 and 2022. The company's debt was around 700 million US dollars by 2024, primarily due to the fierce competition from online retail.
Tupperware's struggle to adapt to the digital era was a significant factor in its decline. The company failed to engage younger audiences through digital channels like TikTok and Instagram, relying instead on traditional sales methods. Shifting consumer habits and increasing demand for sustainable alternatives also played a role in eroding Tupperware's appeal. Economic challenges, such as higher raw material, transportation, and wage costs, worsened the situation. Limited retail presence also hampered the company's growth potential.
Unfortunately, specific details regarding the handling of orders beyond the given date were not available in the sources. However, the company is seeking court approval to continue operations and explore options to transform the brand into a "digital-first, technology-led company."
The Commission has acknowledged Tupperware's insolvency filing in Germany, which was announced on January 8.The Commission has expressed its support for Tupperware's efforts to secure new license agreements from the US parent company, despite the challenges faced by the company.
