The demise of Bed Bath & Beyond left a big chunk of the $10 billion dorm room furnishings market up for grabs. The Container Store wants to capture some of that spending through an innovative partnership with social-media savvy online retailer Dormify.
The Container Store today is unveiling Dormify shops in five of its stores, and Dormify displays in an additional 35 stores. It also is selling more than 90 Dormify products on its e-commerce site.
Dormify, which started as a dorm-decorating blog and began selling dorm bedding and decor merchandise online in 2011, has a strong social media presence, with #dormify videos drawing 44 million views on TikTok.Forbes