Kitchenware International by Lema Publishing

KitchenWare INTERNATIONAL Sept/Oct 2016

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T R A D I T I O N M E E T S I N N O V A T I O N W W W. S A M B O N E T. I T

Â© SAMBONET PADERNO INDUSTRIE S.P.A.

A WÜSTHOF knife, forged at 1,200° C from a single piece of red-hot chromium-molybdenum-vanadium steel and sharpened to a perfect edge, is made with the same enthusiasm that goes into the preparation of the finest cuisine:

Passion – Diligence – Perfection.

www.wuesthof.com

C O N T E N T S 6

News A round-up of global news

Retail: An interview with one of the world’s largest onlline destinations for home furnishings/decor

Proﬁle: Sambonet Marketing manager Lorenzo Nasini discusses the new marketing strategy for From Sambonet to Kitchen

KitchenWare INTERNATIONAL

Trade Talk We talk to industry insiders about trade shows and business

Feature: licensing How licensed product can open new doors

Proﬁle: Tom Kerridge + TGBE Why this licensing partnership is a match made in culinary heaven

Feature: SDAs With growth of this category, we look at what’s driving such growth and how manufacturers are standing out in this space COVER Front cover illustration supplied by Sambonet. See the website www.sambonet.it

KitchenWare INTERNATIONAL Sept/Oct 2016

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T R A D I T I O N M E E T S I N N O V A T I O N W W W. S A M B O N E T. I T

To subscibe to the magazine email: ROBERT THOMAS robert@lemapublishing.co.uk Published by Lema Publishing Ltd. 1 Churchgates, The Wilderness Berkhamsted Herts HP4 2UB PUBLISHING

At the heart Tel: 00 44 (0) 1442 289930 Fax: 00 44 (0) 1442 289950 of retail

hen it comes to selling product, creating a lifestyle context around the product in order to provide inspiration is becoming evermore necessary – the delivery of ideas and inspiration to consumers on how they can utilise such product and, as such, giving consumers a reason to buy. And this is the concept Sambonet has embraced in its new marketing strategy for its brand From Sambonet to Kitchen. “We want to transmit a lifestyle centred around our brand and product,” says marketing manager Lorenzo Nasini, “and this new approach creates a story around the product so the consumer can understand its features, potential uses and quality behind it.” The strategy includes a new lifestyle magazine La Cucina, helping retailers inspire customers. Find out more on this on page 14. But it’s not just brands, retailers too are increasingly aware of how product needs to be portrayed in context, set up and styled in inspirational settings, based on themes or trends, or geared towards different lifestyles. And Wayfair, one of the world’s largest online destinations for home furnishings and décor, is an etailer who understands the importance of this in selling and who focuses a great deal on how it merchandises products. Wayfair creates lifestyle photos to help the “customer imagine how he or she could use the product in his or her dining room or kitchen and what it might look like”, says Maxim Romain, MD for Europe. “We work extensively to create inspirational experiences,” including, says Maxim, curated events, “which aim to inspire our customers in a personalised way and get them to engage according to their interests”. And despite being an ecommerce platform, like Sambonet, Wayfair has gone down the printed lifestyle magazine route, recently launching a publication and featuring a curated selection of some 775 products.

“Retailers too are increasingly aware of how product needs to be portrayed in context, set up and styled in inspirational settings.” It is designed, says Maxim, “to bring together the best of online and offline for an increasingly immersive shopping experience.” The approach seems to be working too – the retailer has witnessed a strong increase in sales in the Dining category. Find out more in our interview with Wayfair Europe on page 12, and also discover what’s selling well in kitchenware for the global home online retailer. You can also find out what’s selling productwise in our two main features this month, our category feature on SDAs and our segment feature on Licensing. We look at the growth of the small domestic appliance category (SDAs) on page 26, with a particular focus on the continued soaring demand for high-performance blenders and juicers, as well as spotlighting licensed product in kitchenware on page 18. We look at how licences are becoming an increasingly large part of the kitchenware category, highlight the benefits of licensing partnerships from those involved, and outline the latest licences in kitchenware. And on page 24, we focus in on one of the most exciting licensed partnerships to launch this year, the new dining and kitchen range from celebrity and professional chef Tom Kerridge and The Great British Exchange. Championing British manufacturing, we talk to Tom, to TGBE, and to Tom’s manufacturing partners in the UK. Finally, discover the latest news, views and debuts in our news, starting on page 6.

Kate Birch

The Team EDITOR KATE BIRCH kate@lemapublishing.co.uk

PUBLISHER MARK NAISH mark@lemapublishing.co.uk

PRODUCTION DIRECTOR PAUL NAISH paul@lemapublishing.co.uk

ADVERTISEMENT MANAGER PAUL YEOMANS pyeomans@lemapublishing.co.uk

MANAGING DIRECTOR MALCOLM NAISH malcolm@lemapublishing.co.uk

DESIGNER MARIAN MCNAMARA marian@lemapublishing.co.uk

news

5 minutes i t with… ith

Finum Christian Justus, founder & designer, Finum With cast iron, a raw, rustic and durable material perfect for the simple Scandinavian lifestyle, Danish design brand Eva Solo has launched a new and exclusive Eva Solo Nordic Kitchen series based on it. However, aware of how heavy cast iron can be, the company has created the new series, which comprises pots, frying pans, a saucepan, sauté pan and grill frying pan, from lightweight aluminium but with a stylish black finish and a cast-iron look. Moreover, the rustic oak handles on the frying pans and saucepan contrast beautifully and are comfortable to hold. The cookware boasts a PFOA-free PTFE four-layer non-stick Slip-Let coating that’s easy to clean and requires very little fat. In addition to the cookware series, Nordic Kitchen comprises a beechwood knife stand in black or white and with eight slots, raw and rustic cutting boards made from oak and leather, and stylish black mixing bowls in three sizes and featuring a matte exterior and gloss interior and boasting a practical pouring lip, a large handle, a rubber ring base and interior litre markings. www.evasolo.com

Alessi 9091 kettle selected in Design Museum project The 9091 whistling kettle by Richard Sapper for Alessi has been selected to take part in the Design Museum’s Adopt an Object campaign. Designed for Alessi in 1983, the 9091 kettle is an innovative, transitional and artistic object that has long been considered one of the most important creations in 20th century design. The kettle is one of twelve objects selected. The design icon will be helped along the way by donations from the public in a race to the ﬁnish line. By asking for £5 donations to ‘adopt an object’, the museum is hoping to raise over £200,000 towards the ﬁnal £1 million needed for the construction of the new Design Museum.

A brand of German trading company Riensch & Held, Finum offers a unique, patented and awardwinning product range of accessories for tea, coffee and spices. www.finum.com Which shows have you done this year? Ambiente in Frankfurt, IHHS in Chicago and the SCAA show in Atlanta. Given the great interest in our new coffee-related products Bean Me Up and Bloom My Coffee, we were able to attract several new accounts. How is the industry faring? In 2015, we established our US subsidiary Finum North America Corp. (FNAC) in order to deliver a better service to specialised kitchen and gourmet stores – we are confident in the continuation of our growth path. Any exciting plans for 2016 and beyond? With our subsidiary, Finum North America Corp., we’re aspiring to grow significantly in the US, Canada and Mexico. We grant exclusive membership to B2B customers through our Finum B2B online platform giving selected business partners access to exclusive products and enabling them to complete even the smallest orders at a very low cost.

The percentage of energy saved when cooking with NuWave’s new Oven Pro Plus, rather than a conventional oven. The Oven Pro Plus just made its UK launch at Exclusively Housewares. With its mission to help everyone Live Well For Less, this product also cooks up to 70 per cent faster than a conventional oven. www.martinglobal.co.uk 6 KITCHENWARE INTERNATIONAL

Lakeland

appoints new CEO

Qudos Marketing turns focus on UK A UK-based product development and sourcing specialist, Qudos Marketing, is looking to bring branded product into the UK market following four successful years working with major TV Shopping channels and retailers in the US and developing private-label ranges for retailers in the UK. The initial phase for the UK includes the launch of several cookware ranges under the brands Cermalon and The Perfect Pan – a ﬁrst for the UK market is a copper range with Cermalon copper ceramic non-stick interior and copper-coloured exterior. Qudos chief executive Guy Weaver says he feels the time is right to be involved in the UK. “We have an exceptionally strong portfolio

of unique and innovative products. We’re looking to forge new successful partnerships with retail buyers over here in the same way we have with US operations like HSN and QVC. We’ve worked with our US partners and coating manufacturer to develop superior ceramic and non-stick coatings that offer enhanced durability and non-stick performance. The volumes we’re generating globally mean we can offer exceptional value.” He adds: “We have an excellent reputation already in the UK for work we have done with major mail order and online players.” Interested in finding out more, email info@qudosmarketing.co.uk

Designers create exclusive ranges for new Barbican Shop Up-and-coming design talent has been exclusively commissiond to reinterpret world-class arts and learning organisation, the Barbican’s shop and new 330-sqm foyer retail space. Briefed with reinterpreting the Barbican’s historic architecture into a retail context, new capsule collections include geometrically-inspired homeware from Lindsey Lang, who has intepreted the building’s bush-hammered concrete, and from Kate Farley (pictured), who has created designs that blend Barbican’s architectural forms with the visual language of music.

The UK’s leading kitchenware retailer Lakeland, with 69 UK and 16 international stores, has appointed Catherine Nunn as CEO of the company from January 1, 2017, replacing Sam Rayner who remains as company chairman. Catherine joins Lakeland after more than 20 years with BP, latterly as UK retail director with accountability for running the country-wide portfolio of 330 company-owned retail sites. In this role, Catherine expanded BP’s sector-leading partnership with Marks and Spencer. Lakeland’s unique blend of innovative products for the home, everyday necessities with unique attributes, plus a satisfaction guarantee that places it signiﬁcantly ahead of other retailers, are aspects of the Lakeland DNA that has attracted Catherine to the company. Catherine says, “Great strides have been made to expand the company into a broader market and I’m conﬁdent that my experience will help Lakeland to reach an even wider customer base. I have achieved considerable success with BP by relentlessly focussing on the customer and their needs and this will be just as important to my role at Lakeland. “My considerable UK and international retail experience will allow me to take on the challenges facing retailing in 2017 and beyond and will be particularly useful at a time when Lakeland is progressing a wellplanned journey into markets outside the UK. This will be a very exciting role for me as I am joining a really well-founded company that is determined to continue its expansion and development in areas where I have experience.”

The number of new products from Boska’s Cheesewares that have been crowned with the prestigious Red Dot Design Award for Product Design, with two more products receiving Honourable Mentions. Not just functional products, Boska Cheesewares are unique eye-catchers aimed at making the cheese experience more attractive. KITCHENWARE INTERNATIONAL 7

news

Lifetime Brands and Focus Products Group announce agreement

5 minutes with… La Cafetiere Daniel Clark, senior category executive Bringing the best in hot beverages to households for over 50 years, La Cafetiere offers everything from timeless cafetières and traditional stove tops to classic teapots, hot chocolate pots, contemporary drinkware and indispensable accessories. Creative Tops has the brand in Europe. www.creative-tops.com What’s the philosophy behind La Cafetière? When you think of La Cafetière, you probably think of the Classic Cafetière French Press – a design icon that’s still going strong after almost 50 years. But there’s more to us than that. We’re constantly exploring new styles and new ways to capture the chic, sophisticated flavours of café society so users can experience the barista style coffee in the comfort of their own homes. From the Art Deco flair of northern Italy and the Zen perfection of the Japanese tea house to the leading designers on the UK scene, we work with the best in the world to make consumers’ favourite cup a satisfying and stylish experience. Are you finding coffeeware a growing category? Absolutely. We’re seeing great success, our turnover in this category has tripled in 18 months. Why is coffeeware so in growth? Mindful living is a key focus for consumers: we all like to take time to savour every moment and enjoy the coffee brewing process, to notice the aromas of freshly-brewed coffee and the tastes of bitterness, sweetness or textures. Similarly, consumers want good quality coffee for those prolonged drinking experiences, they desire the barista experience at home and are choosing artisan coffee beans over instant. This focus on quality goes hand-in-hand with a surge in the importance of entertaining at home, and being able to offer quality commodities to guests. The wellness ideal is a key consumer trend too with a focus on health, detox and loose leaf tea, this will continue into 2017. We also offers a range of tea brewing accessories. What trends are taking place in coffeeware right now? In reaction to mindful living, savouring the coffee moment is key and there is a growing interest in slow brewing processes, especially slow drip and cold brew coffee.

Slow drip takes around 15 minutes prep and gives greater control of the speed, temperature and strength. Cold brew can take up to 15 hours to prepare, leaving the coffee brewing in cold water to maximise flavour without burning the coffee grounds and therefore reducing the bitterness. What do you offer retailers? We’ve introduced new stylish merchandising units to give the retailer the opportunity to effectively portray La Cafetière in one place. Our units are easy for retailers to dress and easy for consumers to shop. Beautiful lifestyle imagery along with key selling facts about our products and the functionality tells a lifestyle story making it easier for the consumer to choose the right product. La Cafetiere Pisa collection has been tried and tested by the Good Housekeeping Institute (GHI) and accredited to use their logo. It’s used on all Pisa packaging, marketing materials and communicated at POS, an endorsement that helps retailers’ sales as the consumer has confidence in this. How do you stay ahead of the trends? We have a dedicated in-house design team that is constantly reviewing trends. We conduct market research and attend trade and consumer shows like the London Coffee Festival. Our sales team also communicate valuable feedback from retailers about what is desired, requested along with product lines that are a hit with the consumers. What’s currently flying off shelves for La Cafetière? Our range of Pisa cafetières are our bestselling French presses, recognised with the GHI approved logo. What new product launches are coming up for autumn? We’ve expanded the collection to include fantastic gift sets featuring coffee presses, mugs and coffee art accessories such as stencils. These capture the festive buying period and are perfect gifts. We’ve also introduced a stunning new ‘premium’ collection featuring cafetières and a stovetop in beautiful copper finishes with brushed chrome elements. Any exciting plans this year or next? La Cafetière will see an exciting new launch for SS17, but plans are strictly secret for now – so watch this space!

Leading global provider of kitchenware, tableware and other products used in the home, Lifetime Brands, Inc. (LCUT) and Focus Products Group International, LLC have announced that they have entered into a letter of intent, pursuant to which Lifetime Brands would acquire the Kitchen Division of Focus Products Group, which sells various products under the Amco Houseworks®, Chicago™ Metallic and Swing-A-Way® brands. Founded in 2001, Focus Products Group International, LLC is a growth-oriented national provider of leading brands in the Bath, Home Fashion and Housewares for both retail and commercial spaces. Focus is a portfolio company of Centre Lanes Partners, LLC. Jeﬀrey Siegel, Lifetime’s chairman and CEO, says: “We are delighted to add Focus Kitchen’s iconic brands, which complement Lifetime’s existing bakeware and kitchenware businesses.” Marc Navarre, Focus’s president and CEO adds, “We are pleased to see the Focus Kitchen brands ﬁnd an excellent home with Lifetime, allowing us to concentrate on our core brands and businesses.”

Did you know…? Chrometherm is the new exclusive metal coating and latest innovation by Metaltex. It gives a ﬁnish to metal products that replicates the appearance of traditional chrome plating, but has a manufacturing process up to 85 per cent less harmful to the environment. It’s also rust-resistant and guaranteed for six years. www.metaltex.com

news Kitchen Craft appoints new MD

John Lewis & Leon launch exclusive cookware British retailer John Lewis and naturally fast food concept Leon have launched an exclusive cookware collaboration, designed with the current trends of social cooking and dining at its heart. The vibrant 40-piece range takes Leon’s bold colours and iconic illustrations to give a fun and playful feel to traditional cooking utensils. Kitchen staples including a cast-iron griddle plan, herb chopper and cookware tool set have been designed to make experimenting in the kitchen easy and fun, while the cast-iron buffet pan and terracotta tapas dishes are designed with sharing food in mind. Other products help users to store, pour and explore in the kitchen. All the products have been developed with Leon co-founder John Vincent, and designed

by Leon’s head of design Jo Ormiston in collaboration with John Lewis cookshop buyer Nicola Hattersley. “John Lewis and Leon are a great match as we have a huge shared passion for developing inspiring products for our customers. It was important to myself and John to develop a range anchored in preparing and cooking food, as well as being a beautifully decorative collection,” says Nicola. “My favourite piece is the cast iron pot; not only is it stylish and a statement piece in the kitchen, it also comes in a beautifully branded wooden box that the customer can then reuse at home for storage and display.” www.johnlewis.com

One of the largest UK homewares companies, Kitchen Craft has announced that Matthew Canwell will be joining the business as MD commencing October 3, 2016. A tremendously wellknown and respected figure in the housewares industry, Matthew brings a wealth of relevant experience along with an extremely effective and amiable management style that fits the Kitchen Craft business culture. Having significant experience in retail previously – in addition to 13 years as buying director at kitchenware retailer Lakeland, his experience will help Kitchen Craft focus on how to best service retail customers. As a successful and growing business and part of the Lifetime Brands Inc. family, Kitchen Craft is a fast paced environment where third party retail remains its core objective. With Matthew soon at the helm, Kitchen Craft holds the brightest of futures. www.kitchencraft.co.uk

Chateau Textiles’ new range of textiles featuring William Morris designs

Sambonet introduces wood accessories In line with contemporary trends, From Sambonet To Kitchen has introduced a new series of wood accessories to partner its award-winning Terra.Cotto collection. The set of four wooden stands are designed to hold the small oval and round Terra.Cotto Cast Iron casserole dishes and Lava Paderno Cast Iron cocottes and are available in two versions: the traditional one, to be used as a hot pad, and a slightly raised version with a compartment for the cover, allowing the casserole dishes and cocottes to be fully appreciated at the table. The wooden holders retain heat for a long time and the single-portioned sets mean they’re ideal to go from stove to table.

10 KITCHENWARE INTERNATIONAL

Spotlight on…William

Spode Strawberry Thief tray and mug set

Morris

The William Morris prints and designs are popular right now on homeware – kitchenware and tableware especially. While Spode has just translated the iconic William Morris print Strawberry Thief on to a tableware collection – a beautiful interpretation of the original flora and fauna pattern, depicting fine-billed thrushes, sumptuous strawberries and rich blooms, Maxwell & Williams’ Christopher Vine range has used a William Morris print on storage jars. And the recently-held Exclusively Housewares show in June saw the launch by Chateau Textiles of a new range of kitchen textiles, including two additional branded and licensed William Morris designs.

Lakeland reveals health trend Among key trends spotted by Lakeland, the home of creative kitchenware and home solutions, this year are healthy eating – microwave cooking and spiralizers especially, cocktail cupcakes and connected, or smart, kitchenware products. The last year has seen a shift in eating habits with health taking centre stage. Incredibly, Lakeland has moved from selling a spiralizer every seven minutes at the beginning of 2015, to every two minutes in 2016! What was once thought to be a short-term trend has now turned into a lifestyle, with spiralizing set to stay, say Lakeland. As a result of this continued popularity, this autumn will see Lakeland unveil its newest developments in spiralizing as part of its Davina for Lakeland range.

The new

spiralizers bring together Lakeland’s infamous product innovation along with consumer feedback to create the perfect spiralizers. The Hand-Held Spiralizer comes with a simple-to-use ratchet mechanism, making spiralizing easier than ever. Its small footprint makes it easy-to-store, and leaving no central core, there’s no waste either. Matthew Canwell, Lakeland’s buying director says: “The last 12 months have seen a seismic shift in eating trends and we’re only going to see more of this throughout 2016 as the demand for ﬁnding gadgets to create quick, delicious food continues.’

Tableware International becomes gia sponsor Kitchenware International’s sister publication Tableware International has become an official sponsor of the International Housewares Association Global Innovation Awards (gia) programme, which recognises home goods retailers for superior business innovation and creative merchandising, and will be the sponsor for a gia award covering select countries across Europe, including Greece, Sweden, Norway, Iceland, as well as CIS countries including Ukraine, Turkmenistan, Armenia, Uzbekistan, Moldova and Kazakhstan. Derek Miller, VP Global Marketing, IHA, says: “Since its inception in 2000, the gia has grown into the world’s most prestigious award programme honouring retail excellence. The International Housewares Association is very excited to welcome Tableware International into the gia family as a publication partner. Through Tableware International’s global reach, we will be able to evaluate and honour retailers in countries new to the gia programme.” For previous retail winners, being recognised by gia has delivered plenty of benefits, including new ideas and inspiration from networking with other retail leaders, and extensive publicity in their home country, resulting in a larger customer base and increased sales. The competition is open to retailers worldwide and winners are invited to attend the 2017 International Home + Housewares Show in Chicago, March 18-21. At the Show, the winners will be celebrated at a festive awards dinner where up to five retailers will be further distinguished as gia Global Honorees. Nominations for the prestigious IHA Global Innovation Awards (gia) for 20162017 are now being accepted. To be considered for this award, or to nominate a housewares retailer, contact one of the sponsoring housewares trade publications listed at www.housewares.org/show/gia-retail. If you’re a housewares retailer in any of the CIS countries or in Greece, Sweden, Norway, Iceland, then contact editor Kate Birch at Tableware International, kate@lemapublishing.co.uk.

5 minutes with… Achim Boelstler Global product development and design director at WMF Consumer Goods, WMF Group, responsible for design as a whole and “inspired by pleasure” At the WMF Group, who comes up with the new ideas for a new design and who implements them? Ideas come from a variety of internal and external sources. The creation process for our products is split into diﬀerent phases, involving not only the design team or external partners but also the brand management, construction, quality management and procurement very early in the process. In parallel, the technical feasibility and probability of implementation is reviewed by a team. Virtually all the disciplines within WMF Group take part in the overall product development process and contribute towards the implementation. What are the current design trends for consumer goods? The kitchen and living room are increasingly becoming one. More and more life in the home is beginning to revolve around the kitchen. Young people in particular are now once more discovering manual activities such as cooking, baking, preserving and gardening – perhaps as a backlash to the digitalisation of our professional environment. The kitchen of the future will be more multi-functional and will be even more inter-connected than before. Current trends include clear, soft shapes, genuine and often natural materials, as well as a dash of cosiness.

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Retail Wayfair

Excellence in ecommerce Currently making huge waves in the world of homeware sales Wayfair is one of the world’s largest online destinations for home furnishings and décor. We talk to managing director for Europe Maxim Romain to find out the secrets of its success

anked #1 in E-Retail Marketing this year by internet retailer, the world’s largest online destination for home furnishings and décor, including kitchenware, Wayfair has witnessed phenomenal growth worldwide since its launch in 2011, drumming up some 5.4 million active customers and employing over 3,800 employees with operations throughout North America and Europe. Wayfair Europe has witnessed outstanding growth in the past three years with an average growth rate of 70 per cent every year, reaching $2.2 billion sales last year and becoming the first online destination for home goods worldwide. “In Q1 2016, we continued to grow quickly at 76 per cent growth, with markets such as the UK, Germany and Canada outperforming this growth,” says Maxim Romain, Wayfair’s MD business Europe. He adds: “Our business model is based on drop shipping – goods are kept by our suppliers in their warehouses until they are ordered online, then they are shipped. There’s no real crossover

between the products we sell in Europe and those elsewhere in the world, and the logistics side of things is similar, in that we use local partners.” Maxim explains how the aim of Wayfair in each market is to become the preferred place online for customers to buy home goods and as such, “we invest heavily in building brand awareness in each market as well as offering the best experience on site for home goods”. In Europe, Wayfair has recently built a huge photo studio to shoot lifestyles for its promotional events, increased its content merchandising team, and launched the Wayfair app in the UK and Germany. Wayfair delivers some 7 million products from more than 7,000 suppliers. The category of dining, from tableware and cookware, to kitchen appliances, is a core feature of Wayfair’s value proposition, “ to offer a single place where our customers can find everything for their home”. Brands in kitchen include everyone from Salter, Meyer and Zwilling to Blomus and Alessi. “We’re currently investing heavily in the Dining category,

expanding buying/merchandising teams in Europe and the US, and establishing partnerships with key players in the market,” says Maxim. “For Wayfair, the Dining category has historically been smaller than categories such as Furniture, however we’ve seen a strong increase in sales in the Dining category during the last year and we expect an even higher growth in 2016.” A further category seeing growth and one including product in Dining is Outdoor, “which has moved massively online in the past few years”. Although not backed by reliable data, Maxim believes that some 40 to 50 per cent of outdoor products are currently sold online and has “observed this massive expansion in the UK, and especially in the last year, with 100 per cent growth in the Outdoor category in 2015.” While Maxim concedes there are many reasons for this, one of the key reasons for such growth is the fact that outdoor products tend to more leisure-focused meaning consumers usually don’t have an urgent need to buy them and so will “spend time looking for product they really like…

with online offering a better experience for them than bricks and mortar stores with the wide choice made available to them”. So is Wayfair confident that more consumers will turn to online for the purchase of homeware? “Absolutely,” says Maxim, pointing out that consumers are increasingly shopping online for items that have been traditionally purchased in shops, homeware included. “We believe this is due to the unique value online retailers like Wayfair offer to consumers.” He points to the broad choice of products on offer, the comfortable purchasing process (“Consumers are able to buy from home or while travelling and all products are delivered direct to their door”), the large amount of information displayed to help consumers choose just the right product, the great transparency with reviews, and the huge amount of inspiration and tips on offer that buyers can utilise in the

Kitchenware Brands Alessi * Kitchen Craft * Ulster Weavers * Sabichi * Morphy Richards * Wenko * Roy Kirkham * Zwilling * Sagaform * Premier Housewares * Kahla * Muurla Design * Tescoma * Circulon * Salter * Prestige * Brabantia * Meyer * BK Cookware * Anolon * Le Pentole * Emile Henry 12 KITCHENWARE INTERNATIONAL

We work extensively to create an inspirational experience by creating brand pages, category pages, and curating kitchenware events that we communicate to our customers through emails or on our website, as well as creating speciﬁc content such as cooking guides or ideas that are displayed in various places on our website.

“

Maxim Romain, MD Europe decision-making process. And Wayfair delivers all of this brilliantly, curating not only the best products but communicating the product successfully via great photography and wording. “We focus a great deal on how we merchandise products online. We have an entire team dedicated to analysing and defining the key information we need to display for each class of product, the team then ensure with our suppliers that we collect all information required for a customer to purchase a product with full confidence in its functionalities. “At Wayfair, we believe photos and videos displayed on-site are key. There is a saying online, ‘customers buy pictures, not products’, and while this is a bit of an exaggeration, there is some truth in the fact that at the time of purchase, customers buy based on a photo, not an actual product. “So you want to show the best photos, with zoom highlighting all details, and lifestyle photos to help the customer imagine how they would use the product in their dining room or kitchen.” And Wayfair offers plenty of inspiration, buying advice and tips on the site. “We work extensively to create an inspirational experience by creating brand pages, category

”

pages, and curating kitchenware or tableware events that we communicate to our customers through emails or on our website, as well as creating specific content such as cooking guides or ideas that are displayed in various places on the site. “Every day, we create around 10 specific curated and sales events, which aim to inspire our customers in a personalised way and get them to engage according to their interests, and we’re planning in future to organise events with the blogging community to discuss trends.” They also went retro in March with the launch of a catalogue. Mailed out to customers regularly throughout the year and featuring a curated selection of 775 products, it’s designed to bring “together the best of online and offline for an increasingly immersive shopping experience.” Maxim adds: “We send out a curated range in the catalogues, we think it’s something with potential. Omnichannel is still the key trend in the industry, the winners will be those who are able to blend the best of both kinds of customer experience. “We’re confident homeware sales online will continue to outperform overall homeware growth in the coming years.”

5 minutes with… Hannah Steer-Wood, category management of Kitchenware Which trade shows are most key for Wayfair kitchenware buyers? We participate in all the major kitchenware shows, from Maison & Objet, Paris, to Top Drawer in London. Ambiente is our key show for meeting existing suppliers and is perfectly timed to preview the new ranges while also sourcing new EU-wise suppliers that we know will help us in our mission to offer the widest selection of homeware across Europe. Top Drawer is our go-to-show for a sneak peek into the new, and provides a beautifully curated overview of the industry trends. How else do Wayfair buyers keep up with the latest trends? Our suppliers are our first source of knowledge and expertise, they are constantly looking at their market and we learn a lot from them. This is key to us to ensure we always have the best assortment. We then use these trends to guide the creation of our curated events, perfect for customers who seek out a more curated shopping experience. How key is it to produce content that inspires consumers? It’s incredibly important. Kitchenware is not only a considered purchase, it also sits in a broad competitive market. Quality content, whether that’s technical information via photos or videos, lifestyle shots or recipe ideas, can be the difference between someone purchasing that product online or making the trip to a bricks and mortar store to see the product. We’ve recently expanded our content on a product page level and have seen a notable positive impact on conversion rates. Great examples of our commitment include the 1,500 sqm photo studio we built to shoot lifestyles for events and the increase in our content merchandising team. Are you ﬁnding men are more dominant in kitchenware purchases? We definitely see male consumers getting more involved in purchasing kitchenware, and may be the driver behind the increase we’ve seen in unisex-geared materials, such as glass, stainless steel, marble, concrete and rubber. In general, they still remain a small portion of the consumer base for kitchenware – they tend to be a smaller group, but passionate about cooking. This also translates in different purchasing patterns, men being on average more interested in specialised kitchenware, for instance. Finally, what do today’s consumers want from kitchenware today? With the increased social prominence of the kitchen, kitchenware aesthetics have become more important. Whether it’s being used as an office, a lunchtime meeting place, or as a room to entertain, the 2016plus kitchen doesn’t only have to look good, it has to make us – the consumer – look good too. As a result, we’ve seen a strong purchasing trend for stylish, but equally functional kitchenware. Accordingly, most kitchenware brands have responded to this trend through their new developed ranges in the past few years. KITCHENWARE INTERNATIONAL 13

Profile Sambonet

“Our new marketing approach creates stories around the product” Armed with a brand-new marketing strategy, we talk to marketing manager Lorenzo Nasini about Sambonet’s aim to grow into even more international markets with its From Sambonet to Kitchen brand

W The method of a recipe in La Cucina catalogue Nicla Nardi, one of the chefs in La Cucina

ith the goal of telling stories and providing inspiration, both to retailers and ultimately to the consumer, Sambonet has created a brandnew 360-degree holistic marketing campaign for its kitchenware brand From Sambonet to Kitchen for the second half of 2016. The strategy includes a new publication that goes beyond a standard catalogue and becomes a lifestyle magazine, a communication tool for retailers and customers that tells stories of From Sambonet to Kitchen and its quality, style and lifestyle. We talk to marketing manager Lorenzo Nasini to find out more.

From Sambonet to Kitchen has a new marketing strategy for the second half of 2016. Tell us more… With this new strategy, our intent is to go beyond communicating just the product to the retailer and consumer, instead we want to transmit a lifestyle centred around our brand and product, so we’ve 16 KITCHENWARE INTERNATIONAL

created a 360-degree marketing concept and customer experience. We believe that, in kitchenware in particular, customers today don’t just buy the product, they invest in a complete concept, made up of brand, values, aspiration and experience. This new marketing strategy aims to be more effective in showing our offer to the final customers, directly or through our partners, the distributors and retailers. The strategy will be focused on Italy, but it will involve all our international markets, those already established and those emerging, because we believe we have huge potential to grow in the international markets. Our aim is to improve our brand awareness, sell more to existing customers and get on to more shopping lists. Why now? We believe that in the current very difficult international landscape, there is increasing need for quality moments and we believe that we have the right products to make everybody’s life easier in the kitchen,

as well as style at the table. We’re very proud of our products because we believe they are a very good balance of design, functionality, quality and price. What elements make up the new marketing strategy? This new approach creates a story around the product, so the consumer can understand its features, its potential uses, and the quality behind it. We have a new catalogue, La Cucina, which isn’t just a catalogue, more of a magazine, focusing on the kitchen and table as a lifestyle cornerstone. It’s a tool to help bring the consumer closer to the pleasure of cooking, but is also aimed at helping retailers to inspire clients and motivate them to go beyond the products. In La Cucina, we highlight the value of our offer through the true experiences of interesting personalities. Through three charming personalities and culinary themes – Mediterranean, Healthy and Asian – we deliver recipes, curiosities and tips on how to choose

Top and below: the 1965 Vintage Collecton

The 1965 VIntage shop window, designed and realised for retailers by Sambonet

The exclusive and stylish packaging of the collection

“

We want to communicate a lifestyle centred around our brand and product, so we’ve created a 360-degree marketing concept and customer experience. Lorenzo Nasini, marketing manager

ingredients and tools for each type of preparation, using for example the Vintage cookware, stainless steel knives or silicon kitchen gadgets. We have products that suit different culinary themes and experiences, new trends as well as traditional recipes, and we communicate and showcase this through the images and words of our testimonials, professional chefs who have had different experiences in three different culinary themes. We strongly believe in the message ‘tradition meets innovation’ so we’ve chosen themes that allow us to show how we can respect our culinary heritage and be contemporary at the same time. The different kitchen stories have been created in order to inspire and generate interest and desire in our products. It’s coherent with the Sambonet style but not self-referential. It’s real, contemporary and professional, yet also easygoing – we want customers to be motivated to flip through it, be inspired, and to try out new recipes.

And while the retailers are our privileged channel with this, everyone can download the magazine on our brand website. What else do you offer retailers in support of this strategy? The most important part of supporting our partners is explaining our vision. In addition, for each theme (e.g. 1965 Vintage) a full range of marketing tools is available: shop windows, displays, depliants, materials for local advertising, new packaging and also special promo offers. How will this campaign play out this year and next? In line with sales seasonality, the pick of the campaign will be in Autumn 2016. Of course, any new concept and strategy needs to be consistent to be effective, so we’ll continue with the same approach combining tradition and innovation in the new product launches and campaigns of 2017. Find out more at corporate/ sambonet.it

Spotlight on… The ReinVintage Project Marketing manager Lorenzo Nasini discusses Sambonet’s new marketing campaign for its 1965 Vintage cookware. “For retailers and distributors, we’ve created a 360-degree package for the 1965 Vintage cookware, which includes new shop windows, displays, depliants, new packaging and special promotional offers. There will be new dedicated materials for local advertising, new images in collaboration with chefs, and a very innovative social media project that we cannot yet reveal. “We’ve had a very successful launch with the 1965 Vintage cookware and flatware and we wanted to create something that would specifically target a younger, dynamic and innovative audience. “The vintage trend is very strong right now and we wanted to take it to the next step and find new ways to reinvent tradition. What we want right now is not to follow the trend but to find new ways to showcase it: that’s why we applied the vintage finish to the flatware and to the pots. “It’s also the perfect synthesis of tradition and innovation, which is the brand message – the vintage effect reinterprets the traditional charm of cookware and of exceptional Italian cuisine, yet the technical features make this product shine as an example of dedicated and pioneering research and innovation that Sambonet is known for, and presents the same technical features that mark Paderno production, which has specialised in professional cookware for over 150 years. “In this project, through high-quality imagery, we’ve combined the vintage styling with both traditional cooking and more innovative fusion recipes to appeal to a wide audience. Our aim with this project is to communicate with a wide target of potential customers, those interested in the vintage but also in the innovative and contemporary. “The entire marketing team has the challenging task of going beyond the simple communication of a product and instead imagining an entire world – situations, contexts, stories, environments – in which the product could be placed. We feel we’ve managed to communicate both the romanticism of the collection and of the product, as well as show off the technical performances of the product. It’s been a really interesting challenge. TABLEWARE KITCHENWARE 15

Trade Talk Comment

View from the top We talk growth markets, lifestyle trends and retail support with three international kitchenware companies

“This year started well”

What More UK

Kitchen Craft’s stand at Spring Fair

Tony Grimshaw, director Wham branded products run across plastic housewares, plastic storage products and bakeware, gadgets and tools; they spend over £2.5 million annually on new product development and distribute its products to 64 countries worldwide. www.whatmoreuk.com

Kitchen Craft’s award-winning Master Class Crusty Bake

Kitchen Craft Claire Budgen, marketing controller

“Kitchenware remains a tough sector” As one of the UK’s largest kitchenware companies, and now part of Lifetime Brands Inc., a leading global provider of kitchenware, tableware and other products in the home, Kitchen Craft offers more than 4,000 kitchen, dining and homeware items to leading outlets both in the UK and internationally. www.kitchencraft.co.uk

How is the industry faring? Our customer base is quite varied, however, kitchenware remains a tough sector in most channels. The highlights are obviously led by consumer or lifestyle trends such as spiralizers and drinks jars, which are often short-lived but effective at the time to lift kitchenware as an interesting shopping category, within which the more functional, considered purchases may benefit.

Which shows this year? We trialled a number of new trade shows this year. There seems to be more shows than ever and while the choice for retailers is fantastic, they can’t visit them all, particularly when trading remains tough. The value of trade shows for us is in visiting those shows where we can touch base with the majority of our customer base and update them on new opportunities in an inspiring way. That’s why we’ll continue to support Spring Fair and the Home & Gift Buyers’ Festival in the UK for 2017.

What consumer or lifestyle trends are driving product development? We constantly monitor consumer and lifestyle trends – however, it’s about selecting the most significant and commercially viable trends at the right time. Healthy eating, led by new ideas from the Hemsley sisters, for example, has been significant, along with metallic colour and style trends at the other end of the scale. Our A/W 2016 and scheduled S/S 2017 launches are heavily focused

16 KITCHENWARE INTERNATIONAL

on what we believe are highly commercial consumer and lifestyle trends, brought to market at the right time for mass market take up. What support do you oﬀer retailers? We believe we provide the most comprehensive free-of-charge fixturing programme where if we’re introducing new product categories, we support the retailer in providing a space-efficient merchandising solution in-store, with built-in POS to get the selling message across. Any exciting plans? As always, Kitchen Craft has exciting launches planned to continually provide product solutions in growing categories for retailers. Look out for our new food-safe storage products, significant tea and coffee-making NPD and a host of bar and foodie gift solutions for the all-important Christmas buying season….and that’s just the start!

Which shows this year? Spring Fair and Ambiente, shows we’ve been doing for years – they provide us with the springboard to growth in the final three quarters of the year. Also, this year for the first time, we attended IHHS in Chicago, which was great. How is the industry faring? The year started very well and the projections for the rest of 2016 look easily achievable and will be bettered. This will be our first full trading year with our UK manufactured bakeware products, so any growth in percentage terms will be massive. At the end of 2015 we made three moves: the purchase of Hong Kong-based company PushPan, the kitting out of our own tool room, and the launch of our gadgets and kitchen tools ranges. The tool room gives us complete control of our bakeware offer; we can now design the product, make the moulds to manufacture it, then manufacture and distribute. PushPan is already established globally, in some cases this will provide a route to market for our other bakeware. Any exciting plans? We’re continuing to look at related acquisition opportunities, to benefit our Wham brand and accelerate our efforts in terms of turnover targets.

Vitamix Professional Series 750

â&#x20AC;&#x153;Itâ&#x20AC;&#x2122;s great to see such innovationâ&#x20AC;?

Founded in 1921, Vita-Mix Corporation is a privately held family-owned and operated company manufacturing highperformance blending equipment for home and commercial use. Headquarterd and manufactured in Ohio, products are sold in more than 140 countries worldwide and used by gourmet chefs in major restaurant chains. www.vitamix.com Which shows this year? Our primary European exhibition has been Ambiente and in the UK, Exclusively Electrical. We showcased what we believe are the true differences in Vitamix products from other blenders in the market: our 95-year-old heritage, our blend quality and the power. How is the industry faring? The landscape continues to change as we see more competitor products being brought to market, while at the same time, more consumers are making the switch to adopting healthier eating habits. Itâ&#x20AC;&#x2122;s an exciting time and at Vitamix weâ&#x20AC;&#x2122;re benefitting from this perfect storm in the marketplace across Europe. Itâ&#x20AC;&#x2122;s also great to see

Vitamix Martin Davaney, country manager UK & Ireland such innovation in kitchenware right now, from improvements to existing products and technologies making the leap from commercial to household applications â&#x20AC;&#x201C; such as the area of sous vide machines. Vitamix has a growing global presence and this is all thanks to the priority placed on continuous innovation. What are your growth markets? This year weâ&#x20AC;&#x2122;re focused on a number of opportunities in the Asia Pacific region. Vitamix blenders are currently available in 141 countries across the globe and weâ&#x20AC;&#x2122;re always looking for new markets. What consumer or lifestyle trends are driving product development? More and more, consumers are realising that whole foods offer the best nutritional impact and are the

healthiest source of key vitamins and minerals in their diets. As the trend towards soups and smoothies and the desire to incorporate more whole foods into consumer diets continues, we will support the market, not just with products, but with recipes and content to help them adopt these healthier habits. What support do you oďŹ&#x20AC;er retailers? Towards the end of 2015, we began rolling out a new in-store merchandising system to promote our products. We continue to add to the system with seasonal add-ons and complementary products to help our retail partners present our products to consumers. These include items such as cookbooks, recipe card packets and special â&#x20AC;&#x2DC;gifts-withpurchaseâ&#x20AC;&#x2122; motivators, such as food delivery services, where available.

18 â&#x20AC;&#x201C; 21 March Chicago, USA The International Home + Housewares Show in Chicago is a must for any serious player in the housewares industry. It showcases the latest products and introduces the fashion trends for the following 12-18 months. The vibrant city backdrop houses some of Americaâ&#x20AC;&#x2122;s greatest retailers at all levels, both independently owned and the giants of the industry.

Sandy Angus, Managing Director Sheldon & Hammond Australia

KITCHENWARE INTERNATIONAL 17

SECTOR Licensing

Perfect partners An increasingly large part of kitchenware category launches today, licensed product can help all parties open new doors and channels and can provide a unique offer in a landscape of similar product

Kitchen Craft + Paul Hollywood Earlier this year Kitchen Craft partnered with highly-acclaimed baker and presenter of The Great British Bake Off to deliver a range of bakeware. Addressing the surging popularity in homemade baking beyond cakes, such as bread, pies and puddings, the range is designed with “simple tweaks that really improve the functionality”, says Paul Hollywood, and focuses on bakeware and baking prep tools and accessories that are desirable and functional. There are almost 60 items catering to the growing popularity in homemade baking.

www.kitchencraft.co.uk 18 KITCHENWARE INTERNATIONAL

s we continue to see the kitchen as the focus of the home and as TV cookery shows, such as The Great British Bake Off and Masterchef continue to soar in popularity, “items used within the kitchen are key and a growing category within licensing”, says Claire Bond, brand manager for the James Martin range of kitchen and entertaining products at Denby. And this year alone has seen plenty of new licensed kitchen launches. Jamie Oliver and DK Brands unveiled a bakeware line; celebrity baker Paul Hollywood (GBBO) and Kitchen Craft released a bakeware range; and British celebrity chef Tom Kerridge and The Great British Exchange revealed their debut range, kitchenware all made in the UK. That’s not all. British textiles brand Ulster Weavers partnered with home décor brand Mini Moderns, renowned for its distinctive wallpaper, on a new kitchenware collection; The Love Cooking Company teamed up with celebrity wedding planner and fashion designer David Tutera to deliver a range of bakeware, serving and entertaining pieces; and IC Innovations partnered with BBC Good Food on a range of kitchenware and electricals. So why are so many kitchenware manufacturers going down the licensing route lately? It seems licensed kitchenware has the ability to open new doors and channels for manufacturers, suppliers and ultimately for retailers, as well as deliver unique product. “For us,” says Jenny Handley at T&G Woodware, a British brand that’s has a licensed range with designer and foodie Sophie Conran for the past three years, “the Sophie Conran range of boards has opened new

doors where people who already sell Sophie Conran products wish to extend their ranges”. There are “definitely more gifting opportunities too,” says Jenny, adding that while all distribution channels are successful with licensed ranges, “we find with our Sophie Conran range that the biggest growth is coming from Garden Centres” where gifting is prolific, as well as “lovely gift shops”. Portmeirion Group, which boasts multiple licences – including its successful Sophie Conran for Portmeirion collection, its Portmeirion Vintage Kellogg’s licence, and its Royal Worcester Wrendale Designs licence, sees the benefits of licences as “brand leverage” and the attracting of “new audiences, both retail partners and consumers”, says Phil Atherton, sales and marketing director. And the group has seen sales of its licensed products “increasing in garden centres, especially the giftable Royal Worcester Wrendale Designs” and “across independent stores, especially Portmeirion Vintage Kellogg’s Sunrise range, as consumers shopping here look for quirky gifts”. US tabletop/kitchenware brand Gibson, which delivers a portfolio of licensed kitchenware brands, including Oster, Sunbeam and CrockPot, finds that licensed product “helps differentiate our product at retail with nationally recognisable names”, says Gibson’s licensing and marketing director Tom Wien. “With so much kitchenware product out there, brands are a great way to cut through the clutter and gain consumer interest,” says Tom. And while Gibson always strives to make great product at the best value, Tom admits that “the right brands can open new doors.” Denby sees licences as a growing category with licensed products

5 minutes with…

Ulster Weavers Licensed product helps differentiate our product at retail with nationally recognisable names. There’s a lot of kitchenware product out there, brands are a great way to cut through the clutter and gain consumer interest. The right brands can open new doors. Tom Wien, licensing and marketing director, Gibson Overseas

“

“allowing us to broaden the breadth of our ranges and take products into different sectors that aren’t usually associated with Denby,” says Claire, pointing in particular to its licence with celebrity chef James Martin. Claire says the association with James brings food “even more to the forefront in all we do, and James brings his expertise to the design.” Jenny at T&G also acknowledges the powerful endorsement a celebrity chef name can bring. “The celebrity chef brings their name, reputation and a sense of quality to the products”. British manufacturer and distributor Horwood has seen its two-year-old James Martin Bakers Dozen Collection – a licensed bakeware range with British celebrity chef James Martin – become its most popular, attributed, says marketing manager James Robinson, to “the popularity of James Martin, alongside the range’s high specification and affordability”. BBC Good Food is another example of a licence with pulling power. With over 1 million readership and a website boasting more than 12.65 unique users, this number one paid-for cookery magazine boasts an impressive customer base for any product associated with it. And IC Innovations has just

launched its new BBC Good Food range, a stylish collection of kitchenware and electricals. It’s not just the celebrity chef name that matters though, the expertise the chef is able to afford in the design of the range is also key. Take Jamie Oliver’s brand-new bakeware line from DK Brands. Each item has been designed “the Jamie way”, say DK Brands, “designed and developed by the Jamie Oliver team with personal involvement from Jamie himself”. The loaf tins, for example, have been “given the Jamie treatment”, designed with a deep, vertical wall for professional results, directing the bloom of the loaf upwards instead of rolling over the sides of the tin, while each item from the 14 baking tools has been “approved by Jamie and includes subtle features that true baking enthusiasts will love.” Even the cake slice has been developed to Jamie’s food nutritionists’ recommended size for a cake portion. It’s a similar story with professional and celebrity chef Tom Kerridge’s new range for The Great British Exchange (TGBE). Not only does the range echo Tom’s Made In Britain sustainable philosophy but each item has been “developed, tested, designed and scrutinised with Tom’s extensive knowledge and experience”, says

”

TGBE MD Matt Hopkins. The same goes for Paul Hollywood, who was very involved in the design process with Kitchen Craft. “Having knowledge of how the food should turn out as a chef means that I can suggest design elements which would make it so much easier for novice and experienced bakers to have an overall better experience and results,” says Paul Hollywood. It’s not just manufacturers and suppliers benefiting though. For kitchenware retailer Lakeland, which develops its own licenced products, with Disney and Hello Kitty, among others, the right licence “gives us the chance to add another dimension to our product range, along with the opportunity to bring new and exclusive products to our customers”, says buying director, Matthew Canwell. “We look to introduce products that set us apart from other retailers.” With such benefits for all, the right licences can bring great success, and it’s likely that kitchenware as a category will see increasingly more licensing interest. “Kitchenware is an area where we’ll continue to invest in looking for licences that add value to our brand and vice versa,” says Phil at Portmeirion, adding that “uniqueness is ultimately key”.

Don’t miss… Brand Licensing Europe (BLE) Now in its 18th year, Brand Licensing Europe is the deﬁnitive event for the European licensing industry. The next BLE takes place October 11-13 at Olympia, London. www.brandlicensingeurope.com

Home giftware, tableware and kitchenware manufacturer Ulster Weavers has numerous licensing partnerships, including Wiscombe for cotton tea towels, and Designers Guild, Seasalt and RHS across tea towels, aprons and bone china mugs. The latest licence is with Mini Moderns, the home décor brand known for its distinctive wallpaper designs – a kitchenware range called The Modern Kitchen Collection. We talk to Pam Harper, Ulster Weaver’s business development manager How did the collaboration with Mini Moderns come about? Founders Keith and Mark approached us at Spring Fair earlier this year. We immediately felt a connection to Mini Moderns’ designs and to the lovely personalities behind the brand. What was the appeal of Mini Moderns? The appeal was the clever use of pattern and story behind each design. The Mini Moderns style is very different to our own in-house or other licensed ranges. Jennie from our design team suggested mixing Mini Moderns Paisley, Pavilion, Backgammon and Darjeeling prints across a range of three colours which really appealed to Keith and Mark. Customers can buy into a design range in mixed colours or a colour story across mixed prints. What are the benefits of collaborating with a well-known licence? The collaboration with Mini Moderns has opened up new channels of distribution and has also drawn us into a wider world of social media. Keith and Mark have a very reactive Mini Moderns fan base. The boys recently joined us at The Home & Gift Buyers’ Festival and at Top Drawer and it was lovely to meet several of their contacts in person. What’s in the range? It’s a beautifullypackaged highly-giftable range featuring aprons in both cotton and oilcloth, double oven gloves (for the UK market) and gaunlets (for Europe and US), tea towels in a gift envelope, mugs in a gift box, and a range of roadside design tea towels inspired by actual signs from local farms close to Keith and Mark’s beachside home. What sort of retailer is this aimed at? The benefit of the Mini Moderns ranges, being that they are so giftable, is that they have such a broad appeal – cookshops, department stores, garden centres, gift shops, museums and online retailers have all ordered. Will you expand this? Absolutely. Our next launch is January 2017 with the Mini Moderns iconic Whitby range and we’ll be adding bamboo trays to the collection too. KITCHENWARE INTERNATIONAL 19

On licensing partnerships

SECTOR Licensing

DK Brands + Jamie Oliver DK Brands has the Jamie Oliver and Ken Hom licences. While the Jamie Oliver range is mainly focused on prepware and storage, the Ken Hom licence delivers cookware with complementary accessories designed to “make Asian cooking convenient”. Recently, the Jamie Oliver licence has extended into bakeware – a 23-item bakeware and baking accessories line designed and developed by the Jamie Oliver team. There are 13 bakeware products, all made of heavy gauge steel and Quantum 2 non-stick coating, and sporting a 25-year guarantee. The products feature unique and innovative solutions: tart tins with wide, pronounced flutes and a generous deep base, for example. There are also 14 thoughtfully designed baking tools: a rolling pin, the perfect length for pasty to be rolled out and applied to tart tins, and a palette knife large enough to cover the surface of a 23cm cake in one motion. Each item is highlighted with harbour blue detailing with acacia wood handles and all pulled together with packaging featuring bespoke food photography of Jamie’s recipes, and tips for baking, in order to deliver maximum in-store impact.

The manufacturer “Creating a successful partnership is about brand adjacency”, says Phil Atherton, sales and marketing manager of Portmeirion Group, pointing to Spode and the William Morris licence with its mutual “heritage, quality and British design” and with each “adding value to the other”. Phil adds: “The partnership must make sense to the consumer, they must understand why the brands have come together – alignment is key, the sum is greater than the parts.”

The licence On the collaboration with Kitchen Craft on his licensed bakeware, celebrity baker Paul Hollywood, says: “I took time before launching product with my name on it, until I could find the right partner who could make what I felt would significantly improve baking results and address the frustrations bakers have with existing kit. I also wanted to limit the number of partnership agreements I entered into, to focus on making a unique product with key partners. Kitchen Craft was a natural first port of call as I enjoy using their bakeware. I think their latest developments are hughly innovative but simple and this is what I wanted to add to products.”

www.dkbrands.com

Portmeirion Group Gibson Gibson boasts a portfolio of licensed kitchenware brands, including Oster, Sunbeam and Crock-Pot and is in the process of bringing a number of its licensed kitchenware brands across to the UK and beyond, including an American Icon, Crock-Pot. Known internationally for its slow cooking appliances, the Crock-Pot brand has made a natural transition into stovetop cooking with Gibson’s Crock-Pot offerings of cast iron and ceramic cookware. The latest Crock-Pot Artisan collection features durable and multi-functional enameled cast iron cooking vessels that include Dutch ovens, skillets, a grill pan, deep sauté pan, braiser and bake pan.

www.gibsonusa.com

The Group has a large number of licences across tableware and kitchenware, with its Sophie Conran for Portmeirion range, now in its 10th year, offering the most products, from pots and pans to ceramic cookware and bakeware, as well as storage and prep items. “This is a comprehensive collection by popular demand and adored worldwide,” says Phil Atherton, sales and marketing director. In addition to Portmeirion’s Ted Baker licence, focused mainly on tableware, and its recently-launched Spode Strawberry Thief, a William Morris print licence, the Group’s Royal Worcester brand delivers the Wrendale Designs licence (pictured) in textiles and kitchen accessories, which has proven to be a “very successful collection with new kitchenware pieces including storage jars, gift mugs, tableware and kitchenware”, says Phil. Also successful is Portmeirion’s Vintage Kellogg’s art licence, which delivers tableware and kitchenware, mainly textiles and accessories. The reason for its success is “nostalgia from the Portmeirion customer” and the fact “breakfast and brunch is ever-increasing in profile”, adds Phil. Its latest Sunrise Collection delivers vintage-inspired items – a 5-piece tableware collection and 5-piece breakfast set.

www.portmeiriongroup.com

Did you know…?

The Great British Bake Off Range from Wow! Stuff and the Vintage Kellogg’s Sunrise Collection from Portmeirion were both nominated as product ﬁnalists in the Best Licensed Home Décor, Tableware or Housewares Range category in the Licensing Awards 2016. Launched in May, Portmeirion’s Sunrise Collection (pictured) delivers a 5-piece tableware and 5-piece breakfast set, featuring vintage-inspired items decorated in vivid red, white and blue styling, and the Kellogg’s famous mascot, Cornelius the Rooster. Winners are due to be announced on September 13 at the Licensing Awards event in London.

Horwood Horwood’s most popular bakeware range is its two-year-old licence with celebrity chef James Martin. The James Martin Bakers Dozen collection not only delivers James Martin’s name and expertise, but a high specification and affordability with consumers drawn to its “premium, double layer non-stick and steel that is guaranteed not to buckle”, says marketing manager James Robinson. For retailers, the attractiveness of the range is that it is “limited to 13 core items enabling retailers to stock the complete range of popular items”, adds James.

www.horwood.co.uk

Made of 100 per cent cotton by Creative Tops, the Garden BIrds tea towel features a blue and white illustration of intricate florals with elegant perching birds adapted from 19th century furnishing chintz fabric found in the archives of the V&A.

Spotlight on… HERITAGE LICENSING Societies, charities, museums and historic houses are becoming more and more involved in licensing product, including kitchenware. We highlight two

RHS The Royal Horticultural Society (RHS) has been licensing products for more than 20 years and the licensing team works with selected companies to develop products. RHS works with Ulster Weavers on kitchen textiles, from tea towels to aprons, and bone china products; with Portmeirion on gift-boxed china pieces in the Royal Worcester collection; with Moorcroft on hand-decorated fine pottery (The RHS Rose Collection); and with Churchill China on ceramic dinnerware and mugs.

T&G Woodware In its third year of partnering with designer and foodie Sophie Conran, British brand T&G Woodware, which delivers a range of giftable wooden boards under the Sophie Conran brand felt that “Sophie’s design and lifestyle fitted perfectly with the T&G brand and customer base”, says marketing manger of T&G, Jenny Handley. The licensed range began as a relatively small collection of wooden boards, with this year seeing the launch of a range of smaller giftable items beautifully boxed, and proving successful both as general and wedding gifts. All items are made in Europe from natural FSC-certified beech – wood from managed forests, so protection of the environment – and T&G exports globally, including to Eastern Europe, Dubai, Singapore, Switzerland and Malta. The Sophie Conran range is seeing its “biggest growth coming from garden centres and gift shops”, says Jenny, adding that the licence has given them “more gifting opportunities”.

V&A As the world’s leading museum of art and design, the V&A offers diverse collections and partners with both retailers and manufacturers to produce ranges of products, including homeware, stationery, fabric and gifts. “The V&A name is a powerful endorsement and an asset that V&A Licensing promotes,” say V&A Licensing. The V&A partners with Creative Tops on tableware collections, including fine bone china mugs that use historic artwork from the V&A’s archives; and also with kitchenware retailer Lakeland, who took “inspiration from the V&A’s extensive archives for a range of decorative cupcake and cake accessories, the delightful patterns a combination of lace and designs originally created for chintz fabrics from an exclusive album by designer William Kilburn”. Lauren Sizeland, head of business development and licensing, says: “We’re looking for more collaborations particularly for kitchen textiles, tea towels, oven gloves, tablecloths and napkins.”

www.tg-woodware.com

“

I grew up with a Dualit toaster in our kitchen, so when I was invited to work with the iconic British brand it seemed a perfect match thanks to its timeless design and great quality. It’s been a fun project to work on, going back to the drawing board to adapt my designs to the perimeter of the Architect template. The printing process introduced new challenges to ensure it was a suitable design for the enamel, as well as incorporating the Dualit logo within the layout. I’m really excited about the ﬁnished product and can see it being popular with design aﬁcionados as well as London lovers!

”

Luxury homeware designer Charlene Mullen on her recent licensed collaboration with iconic British manufacturer Dualit for the Architect Toaster and Kettle collection. The new panel pack draws elements from Charlene’s existing London collection, creating a striking new skyline featuring iconic points of interest such as Tower Bridge, the London Eye and the River Thames.

TRADITION MEETS I N N O VAT I O N

Â© SAMBONET PADERNO INDUSTRIE S.P.A.

WWW.SAMBONET.IT

LICENSING focus

Celebrity chef Tom Kerridge

Knives made in Sheffield by producers Samuel Staniforth

TGBE managin director, Matt Hopkins

Match made

in culinary heaven When both parties have the same values and vision, a licensed collaboration can work wonders. Championing British manufacturing and craftsmanship, the Tom Kerridge range from The Great British Exchange is summer’s biggest UK licensed launch for kitchenware

Textiles based on an old-fashioned butcher’s apron

Bowls made from Cornish stoneware clay by Sytch Farm

s any manufacturer who’s dipped their toes into the licensing landscape will know, licence can be a taking on a lic risky business. Which is why it’s both parties not only important bot share similar vvalues, but have a shared vision. strong shar Enter this summer’s big kitchenware licensed kitch launch, laun the Tom Kerridge range, ran the result of a collaboration between col The Great British Exchange (TGBE) and Exch celebrity celeb chef Tom Kerridge. Being British and based in Britain is key, ke but it’s more than that. Both hold the same values, off producing British product, and d speak the same sam language, vocal in their support and a celebration of Made In Britain product. As a company whose strategy it is to find and develop new brands and products for retailers supporting British manufacturing, Metal pots and pans created by Samuel Groves

24 KITCHENWARE INTERNATIONAL

TGBE felt that Tom, who owns two Michelin-star pub The Hand and Flowers, is host of BBC’s Bake Off Crème de la Crème, and is renowned for championing the British pub and British produce, was the perfect fit. “When we spoke to Tom about developing a range, his passion for British manufacturing was music to our ears,” says MD Matt Hopkins. “We’re such a good match as we’re both passionate about British manufacturing and British-made products, we’re also committed to quality, we get excited by great craftsmanship, and we both want to celebrate what the UK has to offer in terms of product design. “To be able to work with Tom on producing exciting and unique British cook and homeware enables us to be a market leader in terms of what we can offer our customers.” The partnership was equally conducive for Tom, who’s been planning on doing something like this for a long time, “but never wanted to just put my name to something that didn’t have the same values and ethos that I have with my own business”.

Tom adds: “We have the same belief in, and reasoning for, our businesses – about showcasing fantastic British skills that have been lost.” Because, with its principles of supporting British manufacturing, the project involved numerous British manufacturers and artisans, from metal cookware specialists Samuel Groves to artisan wood producers Hampson Woods, who worked with Tom and TGBE to create beautiful, ethical and functional product. For Tom, who considers what he does as a chef as a trade, finding “other tradesmen who work with the heart, soul and love of their product” was key, and a huge amount of effort when into “finding these fantastic manufacturers, all of whom are based in Great Britain”. The knives are made of Sheffield steel from Samuel Staniforth (“British knife craftsmanship is some of the best in the world and should be embraced and celebrated,” says Tom) who handcraft the handles so each is unique; the wooden boards are made by hand from British ash and elm by London-based Hampson Woods; the hand-finished

enamel bakeware is produced by What More UK in Lancashire. Ben Wadeson, national account manager of What More UK, says: “Everyone is so proud of the British manufacturing heritage, and to have a well-recognised figurehead like Tom supporting it is great for getting the message out there.” Aimed at people who want to use professional, high-quality, British-made products that will last a lifetime, the range includes “all products I use myself, things that work on an everyday basis”, says Tom, and which are designed “to stand the test of time”. The result is a practical and elegant range of premium products with provenance, from knives, cookware and bakeware, to kitchen textiles, wooden boards and ceramics, “providing retailers with an exceptional opportunity to share in the passion and heritage of British manufacturing”, says Gary. Ultimately, the benefits for TGBE of working with Tom are multiple, from the fact the “products are developed, tested, designed and scrutinised with Tom’s extensive knowledge and experience”, to the exposure and consumer confidence that comes with partnering with a celebrity chef. Since officially launching at the recently-held Home & Gift Buyers’ Festival, UK, the range has received lots of press and industry interest, not just because of Tom’s involvement but because, says Matt, the project “puts a spotlight on British-made products”. Matt concludes: “We’re all very proud of the Tom Kerridge range. Working with British manufacturers to produce a c of high-quality products that will enter the market as a beacon of what is capable by brilliant British craftsmanship has been a gratifying process. “Everybody involved has the same beliefs and understanding of what the products should represent – quality, functionality, longevity, and above all else, British” and it’s these shared values and beliefs that will hopefully make this licensing partnership one that, like the Tom Kerridge product range itself, can stand the test of time.

Celebrating British craftsmanship We talk to some of the British manufacturers involved in this collaboration

The enamelware

The knives

What More UK

Samuel Staniforth

The company Established in 1999, What More has grown to become the UK’s largest manufacturer of plastic housewares. In 2014 What More invested heavily in bakeware machinery and engineers, with a plan to replicate success in plastics with bakeware. “We are firm believers in upholding British manufacturing, skills, artisanship, craftsmanship, and we feel it’s vital to continue to develop sustained growth by offering quality UK-made products,” says national account manager Ben Wadeson. What they made A small, medium and large hand-finished enamel baking tray and roasting tray. “The project came about after major retailer Lakeland recommended our quality and production capabilities,” says Ben. Ben Wadeson says “As an awardwinning (Queens Enterprise range 2014) UK manufacturer, we wanted to be involved in a premium yet justifiable range such as this, it presented an opportunity to prove what a high standard of product can be produced in the UK. Having a well-recognised figurehead like Tom supporting British manufacturing is great for getting the message out that not only do we have a heritage of manufacturing experience, but we’ve adapted and modernised to provide best in class products.”

The company Knives producer Samuel Staniforth has only had four owners in its 152 years of operations, of which Chris Hopkinson is the fourth, highlighting the company’s longevity and stability. Samuel Staniforth produces professional knives for use by chefs, butchers and is the largest supplier of knives for students entering catering college. While the company incorporates some modern techniques, the underlying manufacture is still one of hand-finishing, giving each knife individuality. “Tom [Kerridge] said he imagined that all the knives would have been machine-produced, and he was surprised to find the handles crafted individually by hand,” says Chris. What they made The six knives in the range, including a 4-inch cooks knive, 8-inch chefs knive, 5-inch utility knife, 7-inch Santoku knife, 8.5inch pastry knife and a filleting knife. Chris says “What attracted us to this was the fact it was aimed at small British manufacturers, and that Tom had a very clear vision of what he wanted. It’s not been plain sailing, it’s taken a year to get the denim handle right, but I’m really proud we persevered as it’s a great product.”

The wooden tools

Hampson Woods www.hampsonwoods.com The company Hampson Woods started in 2010 with owner Jonty Hampson’s desire to move from custom cabinet work into the design and production of wooden products. “The timing was right as retailers were ready for welldesigned, handmade products made from UK timber,” says Jonty. “We’ve only ever produced pieces that we’re proud of from a quality, aesthetic and ethical point of view.” What they made An end grain cutting board in ash, “what they call a board for life, the style butchers use,” says Jonty; a cheese board made of elm and a substantial rolling pin, also made from ash. “Tom’s brief put practicality centrestage, it had to be good enough for a professional chef.” Jonty says “Many famous chefs just churn out products commercially with little involvement, often with a high-number, low-quality approach, so Tom’s approach is exciting. It’s often easier and cheaper to source from overseas, and we were impressed he was keen to keep things local.

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Category SDAs

Vitamix

Juicy sales

One of the world’s market leaders in highperformance blending, Vitamix, which celebrates its 95th anniversary this year, offers a broad product portfolio. “Vitamix supports the growth potential for specialised retailers with differentiated and innovative product and marketing concepts,” says Sabine Weiss, sales director of Vita-Mix GmbH in Germany, Austria and Switzerland. Featuring the versatility and durability that are synonymous with the Vitamix name, the S30 offers a sleek, compact design that allows users to easily create smaller batches and individual servings and streamlines everyday kitchen tasks. Equipped with a perfectly sized container for individuals and small families and a 1.2L jug, the S30 makes it simple to quickly blend and take recipes to go. It includes a blending cookbook and 7-year warranty and comes in Black, White, Brushed Stainless, Red, Cream, Daybreak Blue and Sour Apple Green.

www.vitamix.co.uk/S30

The small domestic appliance category is one in growth with demand for high-performance blenders and juicers especially soaring. We look at what’s driving such growth, what consumers want from such product, and what product development and marketing strategies manufacturers are undertaking to stand out in this increasingly saturated space

ith health and convenience two current leading consumer trends having a major impact on the sales of housewares, juicers and blenders are flying off shelves, giving the Small Domestic Appliances (SDA) category in which they sit a boost. According to Ambiente’s director of dining, Thomas Kastl, “as well as cooking devices, juicers and blenders continue to trend”, fuelled in part he says by consumers’ desire “to lead healthier lifestyles”. UK sales of SDAs, including toasters, kettles, coffee makers, liquidisers, juicers, blenders and toasted sandwich makers, achieved a record £900m boom in 2015, a 41 per cent increase in spending over five years, reveal analysts Mintel. What really stands out in the stats though are stylish liquidisers, juicers and blenders, which have soared by 145 per cent in the past five years to £225m in 2015. Mintel analyst Jane Westgarth says: “Shows such as Bake Off, Masterchef and the Hairy Bikers stimulated demand for high-end food devices”, with big sellers including Kenwood food mixers, 26 KITCHENWARE INTERNATIONAL

which were used on Bake Off. This isn’t the only factor, though. More interest in cooking from scratch at home and for eating more healthily, as well as an increase in clean eating and a desire for more convenience, are factors contributing to the boom in appliances and in particular, juices and blenders. Alongside the ongoing news encouraging us to all eat our five a day and the popularity of the Nutribullet (it was the number one selling kitchenware item at retailer John Lewis in 2015, with one sold every four minutes), “a renewed focus has been brought back to the sector”, says James Robinson, marketing manager of UK distributor Horwood, which offers juicers from Stellar and a blender from Judge. This has been helped further by a chorus of diets, lifestyle plans and nutritionists who encourage the juicing and blending trend. According to Daniella Chace, clinical nutritionist and author of 20-plus nutrition books, “there’s no quicker way to increase protective antioxidant carotenoid levels in the blood than drinking juices made

from arotenoid-rich foods, such as greens, carrots and watermelon.”

Wave of new product It’s no surprise therefore that blenders and juicers were product prolific at trade shows this year. At Ambiente, Gary Gordon, owner of UK cookshop stores Kitchen Kapers found the juicing category “getting bigger and bigger” with more and more companies now “offering juicers”, while Kostas Sarafidis, manager of Greek kitchenware chain Cookshop was aware the appliance category for making healthy beverages was a growing one but “after my visit to Ambiente 2016, I realised just how dominant it is likely to be this year”. With so many companies now getting in on the juicing/blending action, however, standing out in the retail space is increasingly challenging. As Martin Delaney, VItamix’s country manager UK & Ireland explains: “Consumer interest in blenders remains high. As a result, the breadth of products now available has increased dramatically – an opportunity and a challenge for retailers, as they have the job of ensuring consumers make the right

blender choices, based on their individual requirements.” It’s also an opportunity for manufacturers to diﬀerentiate product through product innovation and development, as well as via clever marketing and endorsement.

Standing out from the crowd Along with its debut on the Spectrum Brands stand in Chicago back in March, juicing brand Juiceman brought nationally recognised celebrity nutritionist Keri Glassman, on to the stand to showcase its array of brandnew juicers. This sort of endorsement can work marketing wonders. Similarly, Novis gained nutritionist endorsement for its Vita Juicer, with registered dietitian Amy Gorn saying: “Using the Novis Vita Juicer to puree vegetables for beverages and soups is a simple and sure-ﬁre way to consume more nutrients”. Some brands are even focusing their marketing strategies on alignment with certain on-trend diets or lifestyle choices like Bianco di Puro, a performance mixer brand

Did You Know…? NPD Group’s most recent report on SDAs states that while older Americans buy the most small appliances, millennials accounted for 26 per cent of the market in 2014, up from just 5 per cent in 2013. Popular small kitchen appliances include 3 Squares’ Tim3 Machin3 Multi Cooker, Smeg’s ‘50s Retro Style Aesthetic Blender, Illy’s Y5 Milk Espresso and Coffee System, T-fal’s 10-in-1 Multi-Cooker, and KitchenAid’s Pour Over Coffeemaker. whose marketing strategy for its recently-launched Attivo blender focuses on the benefits of the increasingly popular Raw food diet. Other companies are taking a different approach. Aiming to inspire consumers, they are delivering recipe booklets, tips or suggestions, arming retailers with ammunition to sell more effectively. This is especially true for those brands delivering multifunctional appliances and highperformance blenders. Thomas Kastl at Ambiente believes the provision of “how-to guides and inspiration, such as recipes and health tips, is key”, with consumers responding well to such impulses. A world leader in professionalgrade blending equipment, Vitamix has undertaken retailer and consumer research with regards to blender use among customers and found that “many UK consumers are still not experimenting with their high-performance blenders, or realising their full potential”. So following the launch of the popular Healthy Eating spring recipe book, Vitamix launched Summer Inspiration, a 125-page book aimed at “encouraging consumers to experiment with

their blender and create some stunning lunch-on-the-go, BBQ and recipes for special occasions”, says Martin. “Part of the thinking behind the creation of this book”, he adds, “has been to demonstrate the versatility of our blenders and to encourage customers to experiment with some new blends.” The UK launch came with a full retail promotional package, including branded cookery book holders, summer-themed banners, window stickers and free recipesuggestion cards. British appliance brand Gourmet Gadgetry’s stylish electrical kitchen gadgets, like pizza ovens and ice cream makers, come with recipes and serving suggestions, while Perfect Blend from US company Perfect Company has taken inspiration to even greater heights, delivering an interactive recipe app that oﬀers nutrition plans, weekly meal plans, and even automatically creates a shopping list, as well as tracking calories and nutrition.

What consumers really want This isn’t the only way companies are vying for space in this increasingly saturated segment,

however: product development is key and newer products are delivering technical advances to ensure they deliver evermore convenience, nutrition, and multifunctionality, all key consumer demands today. “Real product innovation in this sector is a key market driver,” says Dominik Pytel, marketing director of Groupe SEB UK, which owns a number of SDA brands, including Tefal, Krups and Moulinex. With less and less space at home and more cooking processes in demand, high-performance blenders are true all-rounders and combine the functionality of ten kitchen appliances in just one machine, including blending, pureeing, grinding, whipping, crushing, kneading, chopping and emulsifying. For many manufacturers and retailers, it is such versatility that really holds the key to growth in this category with companies like Vitamix leading the way. Vitamix gadgets do all the above, while the recently launched 3 Squares Soup3RB Blender can blend, pulverise, puree, liquefy, and also cook soup, sauté veggies and brown meat, and the just-launched Bamix handheld food processor

Retail Speak

Cook Shop, Greece

We talk to Kostas Sarafidis, manager of Cook Shop, a chain of multi-brand kitchenware stores with 55 outlets throughout Greece. www.cookshop.gr

“People are seeking a healthier way of life and many dieticians include juices and smoothies in people’s diets, this is helping the sales of juicers and blenders. It’s a relatively new trend and sub category, which we believe still has room to grow. “We tend to see greater demand for juicers/blenders during spring/ summer periods but increasingly consumers are looking for appliances that can fulﬁl many purposes – so apart from juicing, can make sauces, soups, cocktails and even homemade ice cream. “We carry four brands in this category – Magimix, Severin, Korona and Petra – and all are performing well in their diﬀerent target consumer groups. Severin,

Korona and Petra are more competitive in price, suitable for those looking for their ﬁrst product, while Magimix is a semi-professional machine with abundant accessories for more advanced and demanding users and for multi-usage. “We have trained our staﬀ very well on these appliances so they can explain quickly and persuasively to customers why they need this product at home. “We receive promotional material from suppliers to help us promote the products, including recipe cards, A4 shelf cards that explain the advantages of using the product in a clear and easy way, and lifestyle posters for window decoration.”

Talking SDAs As head of dining at Ambiente for the past 23 years, Thomas Kastl knows a thing or two about the health and growth of the kitchen and dining categories. We ask him about SDAs Are you seeing growth in the SDA category? On a global scale the SDA market produces robust results, with the past few seasons performing fairly strongly in revenue. For example, in Germany, the category impressed with exponential growth two years in a row – that’s 44 per cent in 2014 and 22 per cent in 2015. I predict there will be a continuous trend for private households to make a growing number of SDAs part of their daily routine, especially cooking devices, juicers and blenders. What do you think is driving such growth? Key influencers are the desire by consumers to live a healthier lifestyle, along with raised awareness of the environmental impacts of our lifestyles, as well as busier lives. Take smoothie makers, for example. The combination of fresh, healthy ingredients and all on the go proves irresistible to many consumers. Demand is also fuelled due to the wide variety of formats on offer – previously, consumers would simply purchase a model once it needs replacing, like with a fridge or microwave. Now they don’t. In this saturated space, what can companies offer to stand out? Performance is a key asset. My personal feeling is that companies have already started pushing the boundaries and that quality is improving – consumers desire a long-lasting reliable device. At the same time, I believe it is key to provide not just the appliance but also the relevant ‘how-to guide’ and inspiration. Consumers respond to appliances where there is a steady influx of new impulses, such as recipes or health tips – these can be easily distributed by manufacturers and retailers via corporate websites, blogs and magazines. KITCHENWARE INTERNATIONAL 27

What the retailers say…

Category SDAs

There’s been a boom in juicers of late and we’re seeing consumers demand more multi-functional, space-saving devices. Gary Gordon, owner, Kitchen Kapers, a chain of four kitchenware stores across the UK

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In the last year, the most popular items on our wedding list service in the Czech Republic and Slovakia have been electrical appliances, and blenders/juicers in particular. Pavel Stanek, president, Potten & Pannen, a chain of dining stores across the Czech Republic and Slovakia

“ Reign of the slow juicer On the juicing front, with health so key, getting the most nutrition from your juice is a priority consumer demand. This has led to technical innovation in extraction methods to ensure consumers get the most nutrition out of the juicing process. Enter the slow juicer, a newgeneration juicer that promises superior juice extraction and therefore increased nutritional benefits, as well as maximum taste and less waste. At Chicago, the Juiceman brand unveiled its Citrus Juicer, which features spinning cones that extract the maximum amount of juice. And Stellar has just launched its Slow Juicer (pictured), which employs the cold-press technique, gently pressing fruits, veg and herbs so “that juice is extracted with minimum oxidation, meaning that it lasts longer and containers more nutrients and enzymes”, says James Robinson, marketing manager at Horwood, which distributes the Stellar brand. “Using stainless steel micro filters ensures that drinks are perfectly smooth, while providing far superior juice extraction compared to traditional centrifugal juicers. It has a powerful yet quiet motor enabling it to work efficiently.” And don’t be fooled by the name – Slow Juicer – “because despite the name, it can produce tasty juice in a matter of minutes”, adds James. It’s also easy to clean, just pour water through the system between uses. 28 KITCHENWARE INTERNATIONAL

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is designed “with universal uses in mind” and to “replace many kitchen appliances with its numerous accessories”, say the brand. It can cut, chop and puree as well as blend, beat, whisk, chop, mix, grind, grate, and more. Then there’s the Judge Soup Maker, a multi-functional tool that operates as a soup maker, blender, smoothie maker, egg cooker, milkshake maker and steamer too (“when space is limited in the kitchen, paying a little more for appliances that oﬀer more functions wins hands down”, says James at Horwood) and Juiceman has just launched a 3-in-1 Total Juicer, which combines a blender, juice extractor and citrus juicer in one compact appliance. “Juicers today can do everything, not just make juice – they make sauces, soups, cocktails, even homemade ice cream, and this is a real convenience for consumers,” says Kostas of retail chain Cookshops. Other retailers are seeing demand here too. Gary of Kitchen Kapers is “seeing consumers demand more multi-functional, space-saving devices”, while for abt stores, a chain of four stores with large cookware departments in southern Germany, “multi-

functional blenders and mixers are bestselling items”, says owner Hermann Hutter. With consumers wanting to stay healthy yet so busy, convenience is a further key demand that’s led to a rise both in compact blenders/ juicers and also those incorporating a To-Go Cup. In fact, according to figures recently released by market research firm GfK*, “blenders with a cup have seen sales rise by 151 per cent, with 68 per cent of us choosing them over more traditional blenders”. And the 2016 Ambiente Trend Report noted an “increase in high-end time-efficient kitchen equipment like blenders and mixers, where the bowls are designed as portable containers”. Take the Bianco di Puro Attivo Nutri De Blender, not only is it compact, but it’s designed for consumers on the go. Perfect for single servings, it incorporates a sports bottle so consumers can blend their green smoothies and then run. Perfect Blend also includes a To-go cup for added convenience. Discover more of the latest juicers, blenders and other small electrical appliances over the next few pages.

At Tools of the Trade, we ﬁnd that multifunctional appliances that save space and perform multiple functions sell well. In Singapore, homes are small and space is tight. The Cuisinart Hot & Cold blender is especially popular. Grace Tan, marketing manager, TOTT, Asia’s biggest kitchenware retailer

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We are seeing an increase in sales in products that retain vitamins and nutrients, such as slow juicers. Eric Holzinger, CEO of EK France, which owns Culinarion, a chain of 30 cookwawre and kitchenware stores across France

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Tefal Hand blenders continue to be a popular food prep market sector with a 7.6 per cent share by value, according to GfK’s Food Preparation market report 2015. “Hand blenders continue to be very popular consumer prep products combining great versatility with easy operation,” says Dominik Pytel, marketing director for Groupe SEB UK. “However, as with all such products, improvements can always be made and that’s why we’re pleased to launch the Tefal Ultimate Hand Blender with ActivFlow Technology. Designed to be the ultimate piece of kit for all prep needs, the all-new Ultimate blender comes with unique ActivFlow Technology that guarantees perfect processing results every time through a 4 stainless steel action. It includes a chopper, sauce attachment, pure foot, whisk and blending cup and boasts a 20 speed setting and pulse action.

Haden

Sabichi has been successfully supplying SDAs into the UK market since 2005. With the “SDA market performing well for us at Sabichi”, says Sachin Bagga, director at Sabichi, “we acquired the Haden brand as we saw it as an opportunity to expand our offering within the UK market, as well as creating product that is distinctly different in look and specification to the Sabichi offer.” Born in 1869 by the Haden family, Haden was pioneering in making the electric kettle safe for households. With the brand’s iconic British heritage, Sachin says, “we are very excited to re-introduce Haden and launch a new look for the brand within a market where no new brands have entered for quite a long time”. In updating the logo and brand colour palette, Sachin says they have been www.tefal.co.uk “careful to stay true to the heritage of the brand” and in the future, they have plans to “carry out some strategic partnerships and grow the range.” The Haden brand offers kettles, toasters, stand mixers, blenders and food processors. Sabichi will be launching a wide range of Haden products in the Chester collection, including table and hand blenders and a champion food processor. Recently launched at Exclusively

Bamix

www.hadenappliances.com / sabichi Housewares in London, the new Bamix handheld food processor is designed to replace many kitchen appliances with its numerous accessories. Very versatile, it’s also compact, simple to use, easy to clean and super quick – users A licence with celebrity chef Heston Blumenthal, Sage can flip between jobs by Heston Blumenthal is a line of kitchen appliances, with easily exchangeable from grills, microwaves and food processors, to attachments. blenders, juicers, toasters and kettles. It cuts, chops and Perfect for blasting the body with nutritional purees raw and cooked goodness, the Sage by Heston Blumenthal Boss to veg, cooked meat, frozen Go™ delivers huge attention to detail and superior fruit and even ice cubes. It design, and is designed to make green smoothies will blend, beat, whisk, chop, faster, better, and even smoother. mix, grind, grate and more The Unique Smooth Edge Tumbler has no – a kitchen tool design with sharp external threads or notches around the universal uses in mind. rim, delivering a better drinking experience. It All attachments are looks and feels good too with a ridged design. stainless and resistant to It also features a powerful 1,000 watt motor and odour in foods, there are high velocity ProKinetix® blade, meaning results two speeds and it comes in are 42 per cent finer than many other blenders. four different colourways with a wide range of With a solid steel base, and strong metal accessories. Search Bamix for YouTube demo joints between parts, The Boss to Go™ is made videos. Distributed by Burton McCall in the UK. of tougher stuff than most conventional personal blenders. www.bamix.com

Sage by Heston Blumenthal

www.sageappliances.co.uk

On Selling SDAs...“Horwood has found SDA sales are increasing via online retailers, where it’s easier to compare functionality, price, and where videos can be easily watched. Appliances are typically quite bulky too, so the beneﬁt of doorstop delivery is appealing to many. We always supply an instruction manual, and recipes. More recently, we introduced video – in fact, we’ve developed a tailormade unit, which houses an iPad and stock. From this iPad, consumers in retail stores can self-select short videos to see how appliances can be used. These units have been very well-received and have a very positive impact on sales.” James Robinson, marketing manager, Horwood, a UK company distributing the Stellar and Judge brands, with SDAs including blenders, juicers and kettles.