A Lifetime of KitchenAid

Lifetime Brands Europe is the exclusive, global partner for tools and gadgets of one of the world’s most recognised brand names – KitchenAid.

Sales director Gary Porter tells us more about this exciting partnership

Lifetime Brands Europe has long had a reputation as an industry leading designer and developer of a broad range of durable consumer products with a focus on the home. They are the force behind a variety of strong, recognisable kitchen and dining brands with best-in-class innovation and multichannel growth opportunities. In 2021 the company added the iconic KitchenAid brand to their arsenal, becoming their exclusive partner for tools and gadgets worldwide. The range of products coordinates and complements KitchenAid brand electrical applicances, including its flagship mixer colours. “Every product that carries the KitchenAid name is guaranteed to be strong, reliable and versatile and is backed by more than 100 years of experience and excellence in the food arena. The opportunity for us and our customers is endless” explains Lifetime Brands Europe sales director Gary Porter.

An

Icon Brand

“Put simply, KitchenAid is an icon brand, it’s the sixth most relevant brand amongst consumers when surveyed (Prophet Brand Relevance Index), more recognised than the likes of Netflix, Pixar and Amazon. As well as brand recognition, KitchenAid are category experts and the number one premium hard-handle gadget brand with over $2.2 billion in retail tools and gadget sales in the US, and over 360 million units sold. There is a huge opportunity for our global customers to tell a premium brand colour story across multiple food-prep categories, and with 350 patents, KitchenAid has more unique functions and innovation than any competitor” says Gary.

KitchenAid category experts

In 1919 the iconic KitchenAid stand mixer was born. Since then, KitchenAid has helped home cooks fulfil their passion with thought-leading design and technology. “KitchenAid is synonymous with design, superior craftsmanship and performance. Products are guaranteed to be strong, reliable and versatile. Every item in the range features pure geometry and refined surface details, finished with KitchenAid branding, and has been designed to apply materials, finishes and colours from the iconic KitchenAid colour palette” says Gary. With the global license for KitchenAid tools and gadgets, the Lifetime Brands Europe comprehensive product portfolio spans tools and gadgets, nonhandled items that complement the tools and gadgets range, plus starter tool kits that promote versatility. In addition to this, expertly crafted knives and chopping accessories extend into the cutlery category, plus weighing and measuring items that focus on premium materials and innovative technology further enhance the assortment.

“Our KitchenAid tools range spans the brand’s Core Line, Classic and Universal ranges with a clear and comprehensive channel strategy.

From entry-level items through to those focused on innovation and function, the range of products is made from durable materials and is designed for the everyday cook and their household. Importantly, each range and product has the competitive advantage of carrying the KitchenAid name, allowing our retailers to reach more potential consumers by presenting a globally recognised brand in-store or online” says Gary. Marketing materials including point of sale, fixture stand and free-standing display unit options are also available to further support the offering.

Market trends

“There is no escaping the influence of trends and we love nothing more than finding your next bestseller” says Gary. “The European food prep market is currently sized at £589.8m and is expected to grow on average £6.5m year on year. Over half of shoppers purchase food preparation tools and 75