Interview Horwood
“In terms of cookware, I think consumers will be looking for longevity and quality”
Future proofing Horwood’s head of marketing Richard Sharp talks to Kitchenware International about solidifying the Stellar and Judge brand identities How would you sum the past year up for the Horwood brand family? Whilst the challenges everyone faces are well known, we’ve had a really positive year at Horwood. The team is growing and we’re bringing some great new talent into the business in key areas. From a brand perspective we’re working really hard investing in them to make sure they are fit for the future – focusing on every area from product packaging
to social media so we can really start to give both Stellar and Judge a really strong identity which appeals to a wide range of consumers. We’re already starting to see the benefit of this from improved recognition from customers and retailers.
much time spent at home, there is a much better understanding of how performance and design can improve the cooking experience. The trends for different textures and more flamboyant colour look like they will be important for tableware.
What kitchen-focused trends do you see emerging for the year ahead? In terms of cookware, I think consumers will be looking for longevity and quality. With so
What exciting developments can we expect to see from Stellar in 2022? With a new brand identity in the works, we’re preparing to present our product range in a much more modern and customer-focused way. We’ve launched our first range of triply cookware and also have a new brand website launching in the early spring so really the
Did you know? Horwood are working on a new brand identity for Stellar. 24 KITCHENWARE INTERNATIONAL
direction of travel is to reinvigorate Stellar and be much more consistent in brand execution for both retailers and consumers. And the same questions applies to Judge, what can you tell us about the brand for the coming year?
