GreenPan Grows Through New Categories, Licensing

TARRYTOWN, N.Y.-Looking to go beyond ceramic cookware, GreenPan recently merged with Anotech Intl., its major manufacturing partner since the beginning of GreenPan, to now operate as one unified entity called The Cookware Company.

With GreenPan's PFOA-free ceramic cookware, which debuted in the U.S. in 2007, "we were pioneers," Wim De Veirman, chief executive officer, The Cookware Company, told HFN at the recent International Home + Housewares Show. But now, "we also want to go into other brands...we are more than ceramic cookware."

The company has already jumped into other categories. It debuted a new entry level cookware line called Green + Life for the mass market at the show. "We like to be copied -- it's the highest form of flattery -- but we wanted it done in a decent way, not junky," De Veirman said about the new line, which will launch at retail in September. In five colors -- blue, green, yellow, black and white -- the line will be available in both sets and open stock, including promo packs. A 10-piece set will retail at $79.99

In addition, the company just signed a licensing agreement with MasterChef, the Fox television program with host and chef Gordon Ramsay that looks for the best home cook in America. Launching in May, a full stainless steel line will include open stock items and a 10-piece set for $249.

The beginning of its new cast iron line also recently hit retail. "Cast iron makes sense in America," De Veirman said. The non-stick cast iron line is available in black, blue and white colors, and is made in Tennessee.

HFN Staff | News & Commentary

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