What's Cooking Newsletter - Fifth Edition

N E W S L E T T E R Edition 5 / Q4 / Groupe SEB USA

Our challenges for 2022 - Sales Let´s talk about Millville

T- fal ingenio

Charity Week

Celebrating great achievements with All-Clad!

New Comers and anniversaries

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Our challenges for

2022

Retail continues to evolve in 2021. To better understand the retail changes we first need to think about how we have changed as consumers in 2021. We went from being home 7 days per week for most of 2020…to being in the office around 3 days per week in 2021. We modified our shopping habits to work in tandem with our revised weekly schedules. Cooking at home a little less…getting dressed to go to the office a little bit more.

These changes impacted our category performance. We have sold a lot of Irons & steamers in 2021…where we could not give them away in 2020.

The convergence of online and offline shopping continues to accelerate. Most of us are no longer exclusively online and offline shoppers as we likely were in the past. We want the flexibility to purchase whenever and however we choose. And, we expect our retailers to understand what we want and when we want it. Many of our retail partners have evolved to embrace these changes. In the face of the constant and significant changes in the retail environment, we need to continue growing our business. We need to focus on the winning retail partners…..and position ourselves to take advantage of the changing consumer trends.

We asked our sales directors to provide some insights in their specific channels of trade. Jen Lucas, Nick Monaco and Jaime Mangan collaborated on the recap below.

Yet again, 2021 proved to be another very eventful year across retail. While the world started to emerge from lockdowns, continued demand and global supply issues challenged most industries including our own. And within our portfolio of retail partners, we have seen some grow drastically while others suffered.

Within Mass, we project to end the year +5%, which was fueled specifically by a drastic resurgence in the Rowenta Garment Care space, for both Target and Walmart. Within Target, Rowenta came back vigorously and is forecasted to end the year +90% vs.

2020(about $3M+). For Walmart, Rowenta will end the year +46% vs. 2020(about $3M+ as well).

Andy Padawer VP of Sales

Regarding our smaller format channels and grocery, supply issues hit us especially hard throughout the year. We are working together with our strategic customers to gain back placement, reconfigure assortments and plan further out to ensure we can take market share, secure inventory, and provide top quality service which we continuously aspire to.

Looking at cookware for 2022, we anticipate some industry decline and are looking to tighten up our forecasting as to not create a massive influx of excess inventory... it will be a delicate balance, but we are working as a team to make sure we are placing our bets on the right models /customers.

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At Specialty retailers such as Williams-Sonoma, Crate&Barrel and Sur Table, our business has skyrocketed. Between these three accounts, we project our 2021 sales to be +46% and almost $20M of growth. This shows that not only are consumers still hungry for cookware, but they are also willing to pay for premium, quality products such as All-Clad.

But not all retailers are riding the Covid demand high; we are starting to see consumer demand slip in some channels, specifically at Department Stores. At Bed Bath and Beyond, we have seen a shifted focus to their own private label brands – especially in Cookware.

This will likely be a continued trend as they re-establish their corporate strategy 2022 and beyond. At Macy’s, their primary focus has been around apparel as consumers start returning to work and social interaction. While the company overall is seeing growth, their Home category hasn’t been a priority and demand has suffered.

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Amazon continues to see strong sales compared to last year across categories however, these sales are at a much more moderate rate than during the peak of the pandemic and stay at home orders. We anticipate the year to end +11% in net sales with growth primarily driven by All-Clad and Rowenta. Based on POS trends, it does not appear that demand for premium cookware is slowing down, however, for 2022 we will be hyper focused on how we can create similar momentum behind T-fal cookware to further support the foundation of our Amazon business. We are also looking forward to launching into new categories, such as stick vacuums, in 2022 to further round out our portfolio on the platform.

As we approach 2022, we can count on the following:

The winners will keep winning.

Retailers who are seeing strong sales now will likely continue to capture the shopper, especially those well established in .com

Supply chain challenges will continue. Whether it be transportation,

material availability, or labor shortages, our supply chain will continue to be disrupted.

Prices will increase. Due to

increased costs, manufactures across our industry will need to increase prices to retail partners ultimately hitting shoppers’ pockets.

Shopping behavior will shift back. Consumers will head back to

stores but e-commerce shopping trends will remain at an all-time high.

Despite all these changes and ongoing challenges, Groupe SEB is well poised to win with winning retail partners. And we have become more resilient and flexible than ever over the past 18 months. We got this team; cheers to 2022!

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Let´s talk about Millville Distribution Department: The distribution is in full swing with our peak season for the fourth quarter.

The team has been working extended hours along with weekends due to the volume and resource challenges of 2021!

We truly appreciate all the extra efforts, and it doesn’t go unnoticed!

We have successfully integrated IMUSA into the facility.

• We started with just WALMART and utilizing their system annually 800k cartons • We have since interfaced with our WMS and processing all brands the same way • We have added several additional customers, full year volume projected at 1.3M cartons.

The e-commerce activity in customers has declined in 2021 mainly due to customer stores reopening.

It has allowed us to grow our own DTC for our brands, mainly AC.COM along our flash events and virtual factory sales.

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• 2020 Drop ship (Customers) 118k orders, 125k units.

• 2021 Drop ship (Through Sept) 36k orders, 38k units.

• 2020 Web Orders (Events) 124k orders, 214k units.

• 2021 Web Orders (Through Sept) 83k orders, 141k units.

• 2021 AC.COM (Through Sept) 16k orders, 22k units.

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CSS Services

As most of you know CSS handles product returns and consumer service. What you may not know is that CSS also proactively handles the following activities to support our business:

Customer required technical compliance for SDA products We work with the factories and BU’s to complete needed product testing and ongoing factory compliance audits.

Product quality We do incoming inspections and reworks on products to help minimize quality issues getting to customers and consumers We identify quality issues in returns and work with BU’s and factories for improvement Product Liability We work with our insurance company and defense counsels on product liability claims and lawsuits AHAM (Association of Household Appliance Manufacturers) We are a member of AHAM to help SEB Group better manage ever changing product standards and government regulations

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Value Added services

Value Added Services utilizes 4 full time Groupe SEB employees and a fluctuating staff of temporary employees to process, on average, 825,000 reworked pcs (sets/kits/etc.) per year and 20,500 repacked/refurbished products per year.

VAS has 3 permanent packing lines, one flexible packing area and one area dedicated to repacking/refurbishing Groupe products.

The VAS department typically runs one shift but will add overtime hours during peak activity times, as necessary.

Rework averages 825,000 pcs/year Repack averages 20,500 pcs/year

Repack Area

Rework Area

M A R K E T I N G

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Discover Ingenio Collections

Customer reviews 4.8 out of 5

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Check out Ingenio on Amazon now!

https://www.amazon.com/dp/B09CHL2F49/

Optimized Image Gallery, Video Gallery, Copy, Packaging, Below The Fold Content and more!

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Celebrating great achievements with All-Clad!

All-Clad Metalcrafters Wins Big With Newest Innovation

After thorough vetting and consideration, the All-Clad G5™ Graphite Core Cookware was selected All-Clad G5™ GRAPHITE as a Good Housekeeping 2021 Kitchen Gear CORE Cookware wins 2021 Awards winner among 51 other kitchen appliance Popular Science Best of What’s and cooking products. For their first annual Kitchen New Award, Home Category and Gear Awards Good Housekeeping’s team of engineers Good Housekeeping’s 2021 and editors along with 660 consumer testers evaluated Kitchen Gear Award. more than 150 products in real-life settings, assessing each for innovation, performance, ease of use and timelessness. Recognized for lightweight construction with high-quality performance, Good Housekeeping notes how the All-Clad G5™ Graphite Core Cookware is the perfect “trusty tool” to provide a lighter lift in the kitchen.

The first cookware technology with a graphite core from All-Clad, the G5™GRAPHITE CORE collection features three key improvements: A graphite core that is 80% lighter than copper, making it easier to toss like a pro.

Superior conductivity, making G5™ perfect for crisp, delicious browning.

G5™ preheats quickly to save time and cools rapidly for easy clean-up after each meal.

A testament to All-Clad’s rigorous research and lab testing, the All-Clad G5™ Graphite Core Cookware has also been awarded a 2021 Popular Science Best of What’s New Award in the Home Category. Each year, Popular Science recognizes 100 winners representing cutting edge and forwardthinking design within its category.

Congratulations All-Clad!

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Canonsburg Breaks Record!

On Monday November 29th, 2021 our site achieved a great milestone! Around 6:15 AM we produced our 1,372,039th piece of finished goods which is an all-time record for the site! We have achieved this with a month of production still remaining in the year.

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Thank you again to everyone who participated in the Charity Week activities that took place at our Parsippany, Millville and IMUSA USA locations!

With all of your support, we were able to support different foundations such as: - Toys For Tots: Parsippany, Millville and IMUSA USA. - New Jersey Cares, Coat Drive: Parsippany and Millville - Market Street Mission: Parsippany - Angels Closet: Millville - Big Brother/Big Sister: Millville - Our Lady of Guadalupe Doral: IMUSA USA.

Stay tuned for more activities that we will have during 2022

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New Comers Alejandra Carvajal Anthony Rinando Brittany Glospey Celestine Gang Destinee Pavlik Eduardo Rendueles Ekta Bhagia Elena Havlena Francis Perez Jacob Mrenak Lauren Dasilva Nathaniel Fagan Penelope Vargas Sheila Troncoso Sylvia Famoso Todd Rinehart Virginia Gabel

Trade Marketing Analyst Senior Product Manager Consumer Service Representative Senior Accountant In-line Labor Pool Procurement Associate Digital Content Associate - Bu Graphic Designer Accounting Associate Forming Cell Member Product Manager Labor Pool Procurement Associate Executive Assistant Marketing Assistant Logistics Supervisor Accounts Receivable Specialist

IMUSA USA GS USA PARSIPPANY GS USA MILLVILLE GS USA PARSIPPANY ALL-CLAD IMUSA USA GS USA PARSIPPANY GS USA PARSIPPANY IMUSA USA ALL-CLAD GS USA PARSIPPANY ALL-CLAD IMUSA USA IMUSA USA ALL-CLAD ALL-CLAD GS USA PARSIPPANY

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WORK

ANNIVERSARIES

ANDRADA SOLA PASMANGIU IMUSA MIAMI MILVILLE JENNIFER BEEBE IMUSA MIAMI MYRIAM ALOMIA CANONSBURG NICHOLAS DEPCRYMSKI MILVILLE RAYSHAWN HEWITT

AURELIE HOUDIN

CANONSBURG

ROBERT HARRY FERGUSON

JOHN PATTERSON

MILVILLE

MANUEL CORTEZ MARY SCHWARTZ

CANONSBURG

PARSIPPANY PARSIPPANY

CHRISTOPHER MIELE MILVILLE