Founder Playbook: How the Container Store Turned Empty Boxes into a Multi-Million Dollar Business
In 1978, the idea of selling storage containers seemed absurd. Kip Tindell and Garrett Boone faced skepticism from investors, friends, and even family when they pitched their concept: a store dedicated solely to organization products. Who would pay for empty boxes when they could just grab old ones from behind the grocery store?
Fast forward to today, and The Container Store is a household name, credited with creating an entirely new retail category—home organization. Their success wasn’t built overnight, nor was it easy. They had to educate consumers, convince skeptical suppliers, and build a brand from scratch.
The Best Business Ideas Solve Everyday Problems
Before The Container Store, people didn’t have many options for storage and organization. If you needed boxes, you scrounged behind supermarkets. If you wanted to organize your pantry, you had to DIY shelves and compartments. There was no retail store dedicated to selling storage products.
Tindell and Boone saw this gap in the market. Instead of competing in an existing retail category, they created a brand-new one. By sourcing industrial and commercial storage solutions—like milk crates, wire baskets, and glass jars—and selling them to consumers, they turned an overlooked necessity into a thriving business.
The best ideas aren’t always flashy. Sometimes, the greatest business opportunities lie in problems people don’t even realize they have—until you offer them a solution.
If the Product Doesn’t Exist, Find a Way to Make It
In the late 1970s, there were no plastic storage bins, no retail-friendly corrugated boxes, and no off-the-shelf closet organization systems. The storage industry catered only to manufacturers and wholesalers.
Instead of waiting for products to appear, The Container Store sourced industrial materials, partnered directly with manufacturers, and even assembled products themselves. They convinced suppliers—who had never sold directly to consumers—to take a chance on them. Many of these suppliers later became some of their biggest business partners.
If the perfect product for your business doesn’t exist, find a creative way to source, manufacture, or adapt it. First movers don’t wait for the market to catch up—they create the market.
Your Brand Name Matters More Than You Think
Tindell and Boone brainstormed hundreds of potential names for their store. One of their early favorites? Boone’s Box Company. But when they finalized their product mix, one name made the most sense: The Container Store.
At first, some people pushed back. They worried it sounded too bold, too presumptuous. But the simplicity of the name helped customers instantly understand what the store was about.
Your business name should be simple, memorable, and clear. A great name removes confusion and makes it easier for customers to understand and talk about your brand.
Relationships Can Make or Break Your Business
Convincing suppliers to sell to a retail store was no easy task. Many manufacturers hesitated, fearing liability issues or that their products wouldn’t sell to regular consumers.
The Container Store built personal relationships. They repeatedly called, visited factories, and reassured suppliers that this new retail model could work. Over time, they became some of their manufacturers' biggest customers.
Whether it’s suppliers, investors, or customers, strong relationships fuel long-term business success. Persistence, trust, and communication can open doors others won’t have access to.
The Best Businesses Evolve with Their Customers
When The Container Store first opened, the home organization category barely existed. But as consumer demand for better storage solutions grew, so did their product offerings, store formats, and customer education efforts.
They didn’t just sell storage bins; they taught customers how to live a more organized life. The company’s marketing wasn’t focused on features—it was about how a well-organized home could reduce stress, increase efficiency, and improve daily life.
Successful businesses don’t just sell products; they sell a vision. As your customers’ needs evolve, your brand should adapt to serve them in deeper, more meaningful ways.
Build a Business That Lasts
The Container Store’s success wasn’t an accident—it was a masterclass in spotting an overlooked opportunity, taking bold risks, and building strong relationships.
They identified a real consumer problem and created a solution. They sourced and adapted products that didn’t exist for the retail market. They built trust with suppliers, partners, and customers through persistence. They educated their customers, turning storage into a lifestyle.
But perhaps the biggest lesson from their story is this: longevity requires evolution. While The Container Store pioneered the home organization industry, retail continues to change, and brands must adapt to stay relevant. The most successful businesses are the ones that continue innovating—long after their first big success.
As a founder, ask yourself: Are you just selling a product, or are you building a brand that will stand the test of time?
This post is part of our Founder Playbook series, where we break down lessons from some of the world’s most successful startups.
