Groupe SEB and Bradshaw International Form Alliance

WEST ORANGE, N.J.-Groupe SEB and Bradshaw International have inked a deal to develop kitchen tools and gadgets in the United States and Canada for several of Groupe SEB's brands. The licensing agreement will combine the category knowledge, product design and factory resources of Bradshaw and the marketing and sales expertise of Groupe SEB, the companies said in a statement.

The agreement will expand Groupe SEB's Mirro, Moulinex, T-fal and WearEver brands, and will cover several categories including kitchen tools and gadgets designed primarily for distribution in mass, grocery and specialty channels.

"This represents a major opportunity for Groupe SEB in the United States and Canada," said Volker Lixfeld, CEO, Groupe SEB North America. "We have been researching the small kitchenware business for some time and believe it represents a wonderful opportunity for us. Bradshaw brings us the missing ingredient to make it happen--category knowledge and a history of developing proven best practices. With them as a partner, we can develop the business quickly and efficiently."

Bradshaw_IntlMike Rodrigue, CEO of Bradshaw, added, "Throughout the years we have refined our product development and category analytical capabilities, and have built a strong business with several brands. We are especially excited about this partnership in the United States and Canada where Groupe SEB provides some powerful brands which will translate well to kitchen tools and gadgets and allow us to maintain our strong growth in the market."


HFN Staff | News & Commentary

HFN provides detailed information on the key home classifications: Housewares, Tabletop, Floor Covering & Rugs, Furniture, Home Textiles, Lighting, Home Decor, Mattresses & Bedding, Gifts, Major Appliances and Consumer Electronics as well as Business, Finance and Retail.


  • Patti Carpenter Talks Color and its Importance in the Home

    Camera Icon   More Videos

Subscribe to
HFN Omnichannel
Receive the news you need to know about the trends in the industry delivered right to your inbox.

Current Issue

  • HFN August 2017 cover


    August 2017

    COVER STORY: Sharpening the Focus on Millennials

    Find out what makes Millennials tick when it comes to home decorating, shopping and at-home entertaining with HFN's annual consumer study. Turns out, Millennials favor the in-store shopping experience.


    • Power of the People - Crowdfunding campaigns provide needed capital, feedback for home and housewares product launches.
    •  Omnichannel Retailing: Visual Search Takes Off - Learn how voice and visual search are revolutionizing product discovery.