A new startup called Cliik wants to bring the joy of magnets to a task most adults find odious: home organization. Launching today, Cliik sells plastic containers with lids that snap on with a satisfying click, meant to store everything from food items to toys. They’re available from the brand’s website, as well as through several boutique grocery stores and design stores like Pop-Up Grocer, Happier Grocer, and Perrotin Gallery.

Cliik is reminiscent of the wave of design-forward product startups that launched in the 2010s, when the direct-to-consumer movement was cresting. Some brands, like Anyday microwaveable cookware and Caraway pans have survived. But others, like Eddi soap dispensers and Spark grills have closed shop.

Ally Dayon, Cliik’s founder, is familiar with the direct-to-consumer explosion. In 2020, he launched Brunch, a brand that makes luxury slippers inspired by the kind you might get at a luxury hotel. The brand had successful collaborations with brands like Diet Coke and specialty retailer Hirshleifers. And last year, he sold Brunch to his cofounder, so he could move on to a new startup idea.

Dayon came up with the idea for this brand on a trip to Target’s food storage aisle, which is dominated by brands like OXO and Rubbermaid. He observed that these brands tended to focus on functionality; they weren’t engaging the consumer on a personal level. He decided to try his hand at creating a lifestyle brand around storage, much like Away did with suitcases and Warby Parker did with eyewear. “I envisioned a different approach where every interaction with storage and organizational products evokes a sense of excitement and satisfaction for our customers,” he says.

This led Dayon to magnets, which have long fascinated him. He created a modular system of containers with magnetic tops that can be stacked both horizontally and vertically. They also come with a labeling system. Each kit of three containers comes with 16 generic labels for things like oats and cereal, along with several blank labels.

He also made them in vibrant primary colors—orange, green, and white—which are designed to look like vintage kids toys. They’re designed to, “evoke a nostalgic sense of satisfaction that reminds us of simple childhood pleasures,” he says. “I think if you asked someone if our product was from their Grandmother’s house or a prop from The Jetsons they would have a hard time guessing.”

Unlike some of the early DTC brands, Cliik will be sold at retailers. This will allow the brand to reach more consumers from day one. But as we’ve seen over the last few years, launching a single-product startup can be challenging. It is expensive to market a new product widely, especially since social media advertising costs have increased. And Cliik will be competing with established brands like OXO that have massive distribution at retailers and are household names.

But in the face of these obstacles, some brands have managed to grow. Caraway, for instance, has broken into major retailers like Williams Sonoma, and has also expanded its product selection to include everything from tea kettles to cutting boards. Dayon is hopefully he has a shot at success. “I envision our products to be more than just a practical solution,” he says. “I want them to be a gift-worthy experience that sparks joy.”

Fast Company – co-design