November 14, 2025
Newell Brands’ Customer Experience Centre Strengthens Retail Partnerships and Showcases Innovation
Customer Experience Centres are popping up all over the place at the moment. There one for Mercedes Benz Trucks in Germany, and another coming soon to the UK from Chinese auto firm AION soon.
Popping up on the other side of the Atlantic, consumer goods company Newell Brands has a host of retail brands on show at its new Customer Experience Centre (CEC) at its Hoboken, New Jersey office.
Bands on show include Rubbermaid, Sharpie, Coleman, Graco, and Yankee Candle, on show across a new 12,000-square-foot space is designed to foster distinct, customer-centric, hands-on engagements for retail partners.
Showing Off the Latest Retail Brands
The CEC features a dedicated product showroom that features consumer-led, proprietary products during consumer and shopper occasions. Retail partners can have personalized experiences at the CEC, which provides a superior retailer value proposition through shopper insights and access to innovation.
“The Customer Experience Centre reflects our commitment to investing in our retail partners and elevating how together we can 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.”
As a global company with domestic and international retail partners, Newell selected Hoboken as a strategic location for the CEC due to its accessibility and proximity to key markets, as well as the opportunity to maximize its current real estate footprint.
The location offers easy domestic and international air travel access and direct train connections from New York City, one of the world’s leading hubs for business, culture and innovation. Features of the Customer Experience Centre include:
- Immersive brand vignettes that reflect real-life shopper lifestyles.
- Interactive product displays showcasing innovation and design.
- Collaborative zones for workshops, feedback sessions and strategic planning.
- 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.
Where Brands Come to Life
Retail partners can explore the latest products through curated real-world vignettes, designed to reflect everyday shopper moments across categories such as food storage and kitchen, writing, outdoor and recreation, baby, and home fragrance.
Sharing the right messages is clearly important for producers and retailers, so expect more of these experience zones to arrive, as staying on-message becomes more important in a hyper competitive environment. Especially across physical retail where staff can provide added detail that online shopping often misses.
