It began in a Danish hair salon in 1939, but it’s now one of the most iconic—not to mention trendiest—brands in the home business, about to celebrate its 70th anniversary. It’s Vipp, the step-up, step-on trash can that has spawned an ever growing line of bath and home furnishings products.
Available in the United States for some time, Vipp’s owners have reinforced their commitment to the American market by setting up an office and showroom in New York headed by Kaspar Egelund, grandson of the founding Nielsens, and moving into additional product categories. From it’s lineup of various sized cans, it has expanded into towels, bathroom fixtures and now bath accessories including soap dishes, dispensers and toothbrush holders. Additional products are in the works, according to Egelund, expanding further into the kitchen and dining room categories.
“We’re carving out a niche in the U.S.” Egelund said, pointing to Apple as an inspiration for its business strategy of offering specialized premium products for selected product classifications.
Vipp is celebrating, in several ways, the 70 years since the Nielsens developed a uniquely designed steel can with a step pedal for their hair salon in Denmark. It has expanded its U.S. distribution, introducing products at Design Within Reach, including its Tools for Living unit. It will also hold a charity auction in New York on Oct. 28 featuring Vipp cans created by such names as Ralph Lauren, Calvin Klein, Oscar de la Renta and Yoko Ono.
The event, to benefit DIFFA, the aids organization, is the second such auction Vipp has sponsored. The first was held last year and featured a can designed by U2’s Bono as the star attraction.
Finally, Vipp will offer limited edition, miniature versions of its original can to the public, for the first time.
Vipp products are now available in 20 countries, with more products and distribution areas being added on an ongoing basis. And now that it’s getting so well-known in certain circles, Vipp is being let out of its can.—Warren Shoulberg