Newell Brands has officially opened its new Customer Experience Center (CEC) at its Hoboken, New Jersey office — a dynamic, 12,000-square-foot space designed to deepen retail partnerships and highlight the company’s innovation across its portfolio of iconic brands, including Rubbermaid®, Sharpie®, Coleman®, Graco®, and Yankee Candle®.
A Strategic Location for Global Impact
Hoboken was selected for its accessibility to domestic and international retail partners, offering direct train connections from New York City and proximity to major airports. The location also allows Newell to maximize its existing real estate footprint while creating a hub for customer-centric engagement.
A Hands-On, Immersive Experience
The CEC is built to deliver personalized, high-impact visits for retail partners. It features:
Curated product showrooms that reflect real-life shopper occasions
Interactive displays showcasing proprietary innovation
Collaborative zones for strategic planning and feedback
Digital storytelling tools that connect brand heritage with future-forward thinking
Hospitality touches like a coffee bar and lounge seating to enhance the guest experience
Retail partners can explore everyday moments across categories such as food storage, writing, outdoor recreation, baby care, and home fragrance — all designed to spark shopper connections and drive business decisions.
Driving Deeper Collaboration
“The Customer Experience Center reflects our commitment to investing in our customers and elevating how we partner to make an impact with our shoppers,” said Chris Peterson, President & CEO of Newell Brands. “It brings our corporate strategy to life, enabling deeper collaboration, showcasing our innovation and reinforcing the strength of our brands in a dynamic environment.”
Retail partners have already begun visiting the CEC, with early feedback highlighting the value of seeing product innovation in action and engaging in strategic discussions tailored to their business needs.
A Space Built for Retail Success
Guided by a cross-functional team, each visit is customized to align with a partner’s goals. The team works closely with Sales, Marketing and Brand leaders to deliver meaningful, productive engagement that supports Newell’s strategy of winning with shoppers.
“The Customer Experience Center is a powerful physical expression of winning with shoppers through our retail partnerships,” said Mike Hayes, Chief Commercial Officer. “It’s where we bring insight, strategic planning, execution and brand storytelling into one place.”
Shaping the Future of Retail Engagement
With the launch of the Customer Experience Center, Newell Brands is redefining how it collaborates with retail partners to drive growth, spark innovation and connect with shoppers in meaningful ways. As the company continues to invest in immersive experiences and strategic partnerships, the CEC stands as a bold step forward in delivering value and lighting up everyday moments across its iconic brand portfolio.