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Tidying-up guru Marie Kondo is sparking some joy with exclusives for The Container Store to sell

By Maria Halkias, The Dallas Morning News on

Published in Fashion Daily News

The Container Store, the original storage and organization retailer, just scored a partnership with tidying up expert Marie Kondo.

The Texas-based retailer and KonMari Media, the company founded by Kondo, are co-branding more than 100 sustainably sourced products designed and inspired by Kondo's methods for creating a tidy and joyful home.

The announcement came as The Container Store reported its best second quarter in the company's history as consumers visited its stores to find ways to make their spaces more livable in the pandemic-inspired stay-at-home lifestyle.

The "Container Store x KonMari" branded products will be available exclusively in stores and online in January. The items will be made with bamboo, ceramic, recycled fiberboard and wood certified by the Forest Stewardship Council

The line is expected to appeal to consumers "seeking simple solutions with an elevated aesthetic to maximize space in their homes," the companies said in a statement.

When Kondo's show, "Tidying Up," premiered in 2019, "we knew there was an opportunity to create something special with Marie," said Melissa Reiff, CEO of The Container Store.

While she's had several best-selling books, Kondo isn't known for merchandise. In fact, her pitch has been a minimalist one, encouraging her followers to get rid of things that don't "spark joy."

But even her lifestyle requires some possessions, and they need to be organized. There's a collection of KonMari merchandise on her official website described as "items that spark joy for Marie" and include house slippers and incense.

"When I was looking to develop products, I wanted a sustainable line that would spark joy and deliver the versatility and expertise The Container Store is famous for," Kondo said in a press release.

 

This is The Container Store's second line of exclusive branded products with professional organize. In May 2019 the retailer started selling The Home Edit products designed by Nashville-based home organization gurus Clea Shearer and Joanna Teplin, who star in their own Netflix home organization show that focuses on celebrities and is produced by Reese Witherspoon.

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