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With an expanded mandate, Rothstein would have the ability to unlock new avenues for distribution, design and commerce that were previously limited, Bed Bath & Beyond noted. Under his leadership, Elfa would look to unlock new growth opportunities by expanding distribution, accelerating product innovation and positioning the operation as a standalone global brand. Elfa plans to diversify its business including in direct-to-consumer, self-serve retail and expanded channel partnerships operations. Elfa growth in the United States has been limited by a concentrated distribution model, Bed Bath & Beyond stated, but now it will establish new revenue streams and multiple methods of distribution. The goal is to make Elfa products more accessible to consumers across the United States and the world.

The Container Store would continue to serve as a key Elfa retail partner and distribution channel, providing a national footprint of premium locations that will support the expansion of the brand’s product offering and services. The Container Store’s Closet Works operation, based in the Chicago metropolitan area, would complement Elfa by providing additional design, customization and installation capabilities, Bed Bath & Beyond noted.

“We see Elfa as one of the most important growth engines to be included within our Home Services platform,” said Marcus Lemonis, Bed Bath & Beyond executive chairman and CEO.  “With Anders continuing to lead the business in this expanded role, we believe we will have the opportunity to grow this brand well beyond its historical constraints and fully realize its global potential.”