Tupperware is making a strong return to Belgium as part of its strategy to relaunch in key European markets, the company announced on Tuesday.
After years of financial struggles, the iconic American food storage brand, known for its home sales model, filed for bankruptcy in September 2024 due to stiff competition from low-cost alternatives, the rise of meal delivery services, and waning consumer interest in plastic products.
A month after the bankruptcy announcement, Tupperware revealed a deal with its creditors, agreeing to sell intellectual property essential to the brand’s operations and marketing. The agreement also involved the sale of some assets in the United States and other international subsidiaries.
Following this, Tupperware France, 99% owned by Tupperware Belgium, was placed under a legal safeguard procedure. In March, the company was acquired by a group of French entrepreneurs aiming to revive the brand in five “strategic” European countries: Germany, France, Belgium, Italy, and Poland.
This revival effort gained momentum in late July when Tupperware France exited its legal safeguard process. The new ownership group is now targeting €100 million in revenue by the end of the year, despite sales being completely halted during the first quarter.
As part of its comeback plan, the company is focusing on rebuilding connections with its network of independent sellers, whose direct-sales approach made the brand a household name. Tupperware intends to quickly mobilise its more than 20,000 consultants across Europe, including 2,500 in France and several thousand in Belgium.
