Tupperware’s big return: Iconic plastic container brand bids farewell to direct sales for retail debut

[SINGAPORE] A Tupperware party probably has not been held here in years, if not decades. Soon, even the vendors who sell the famous plastic food containers from pushcarts at neighbourhood malls will eventually disappear.

That is because the American brand’s new exclusive distributor for Singapore is ditching the direct selling model and is heading to major retailers for the first time.

Founded in the 1940s by chemist Earl Tupper, the container-maker was known for direct sales via Tupperware parties where women earned an income by demonstrating the use of and selling the colourful products at social gatherings in someone’s home.

Over the decades, that business model faded away. In Singapore, sales have mostly been done through authorised vendors who run pushcarts, small shops and online stores and via word-of-mouth.

Despite becoming so popular that Tupperware became the term used to describe any plastic food container, then New York Stock Exchange listed Tupperware Brands in September 2024 filed for bankruptcy following years of sales decline and competition from other players.

The Tupperware brand name, intellectual property and operations in core geographic markets were sold in November 2024 to Party Products – a company formed by a group of its secured lenders, including Stonehill Capital Management and Alden Global Capital.

In July last year, Party Products appointed Germany-headquartered Fackelmann Housewares to be its exclusive distributor in Singapore. The decision to sell via department stores and supermarkets followed a survey in the US which found that while brand recognition for the iconic kitchenware maker is high, consumers’ top reason for not purchasing it is because Tupperware products are not available where they shop.

There has also been feedback from younger consumers here who say they prefer to go to a retail store knowing that the products are there, instead of having to look for a reseller who may or may not have stock of what they want.

“We want to ensure that Tupperware is accessible everywhere in Singapore, and bring in their new product ranges,” said Wendy Tan, Fackelmann’s commercial manager for housewares. She added that there are no plans to work with resellers at the moment, who have had time to clear their remaining stocks.

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To re-introduce the brand here, Fackelmann held pop-ups at Metro Causeway Point and Takashimaya atrium starting late last month, where stocks have been flying off the shelves.

Apart from launching products in a new range of softer, pastel colours, prices have also been lowered by about 10 per cent. Further helping seal the deal are aggressive introductory offers including 20 per cent off all products and 50 per cent off selected items during the launch period. However, instead of a lifetime, lids for the new range of containers are under warranty for only 10 years.

Next quarter, there are plans to bring in Tupperware glass containers – which may appeal to those who prefer alternatives to plastic. Also in the pipeline are new features, including the Plus stain guard technology in its bestselling Freezer Mates containers.

To reach the younger generation, TikTok live-selling events with influencers were held by Metro Causeway Point and Takashimaya, with sales exceeding expectations. “We will work with different KOLs (key opinion leaders),” said Tan. “I think this is the direction we should also go.”

Tupperware is now available at Tangs and Metro, with Takashimaya, Isetan and OG joining the list in the coming weeks. Plans are also afoot for stocks to be carried by major supermarket chains such as Cold Storage, FairPrice and Giant, possibly from the third quarter.

In addition, the products will be sold via the retailers’ and Tupperware’s websites, as well as online platforms Lazada and Shopee by February. “Due to the overwhelming sales, we’re just waiting for more stocks to arrive,” said Lay Zhi Yi, Fackelmann’s marketing and e-commerce manager.