Newell Brands, a global consumer goods company headquartered in the United States, has launched its Customer Experience Center (CEC) in Hoboken, New Jersey, to deliver hands-on engagement for retail partners. The 12,000-square-foot facility is designed to integrate innovation, product insight, and brand storytelling into a single, interactive space.

The CEC features a dedicated showroom displaying consumer-led proprietary products across categories including food storage, writing, outdoor and recreation, baby, and home fragrance. Retail partners can explore curated vignettes reflecting everyday shopper moments, participate in interactive demonstrations, and engage in strategic discussions with Newell’s teams. The facility provides personalized experiences tailored to each partner’s business objectives.

Chris Peterson, President and CEO of Newell Brands, emphasised that the CEC brings corporate strategy into action, enabling deeper collaboration with retail partners while reinforcing brand strength in a dynamic environment. The location was selected for its proximity to major markets and ease of access via domestic and international air travel and New York City’s transport links.

Mike Hayes, Chief Commercial Officer, noted that the CEC unites insight, planning, execution, and brand storytelling. It allows the company to shape retail decisions through direct engagement, offering a tangible way to align products and marketing with consumer behaviour.

The centre is managed by a cross-functional team that curates visits, plans itineraries, and delivers on-site experiences, ensuring that each partner’s visit addresses specific operational and marketing goals.

Early feedback from retail partners has been positive, with many highlighting the value of observing product innovation, participating in workshops, and accessing shopper insights in realistic settings.

Key features include immersive lifestyle vignettes, interactive displays, collaborative zones for feedback and planning, digital storytelling tools, and hospitality elements such as lounges and a coffee bar.

Explore how Newell Brands’ Customer Experience Center shapes retailer collaboration and decision-making in the full story.