Swiss Diamond Launches U.S. Division; Global Marketing to Rep Woll

CHARLOTTE, N.C.-Diamond-reinforced non-stick cookware company Swiss Diamond Intl. Sarl has opened a U.S. division, called Swiss Gourmet USA Inc., to handle its business in the U.S., Canada and South America. Mark Harris, a well-established executive who has held positions with Smith Abrasives, WMF Americas, Kaiser Bakeware and Berndes, has been named president of the new division.

"The United States is one of Swiss Diamond's strongest markets and with this new partnership in the U.S., we are securing our future and creating the structures for an even stronger partnership with our retailers," said Amir Alon, chief executive officer, Swiss Diamond International Sarl. Alon told HFN he estimates about 15 percent of his business is done in the U.S., and he expects that to double within the next 18 months.

"My team and I will make Swiss Diamond one of the best known brands with consumers. In addition to that, we want to be known within the industry as one of the best organizations for fulfillment," said Harris. Found at swissgourmetusa.com, Swiss Gourmet USA Inc. expects to start shipping from its new warehouse by the end of March.

Swiss Diamond products will be shown at the upcoming International Home + Housewares Show, including the newly developed Swiss Diamond HD coating and the Swiss Diamond HD PRO fry pans.

"Our brand is well known in the trade but not on the consumer level the way it should be," Alon told HFN, and he believes there is potential to change that. The company has been growing in other markets as well, having opened a Tokyo office last October, with another subsidiary in Hong Kong. The company also recently added 40,000 square feet to its production plant in Switzerland, where all of its products are made.

Swiss Diamond was previously distributed in the U.S. by Global Marketing, which now represents Saarbrucken, Germany-based Woll Cookware in North, South and Central America. The diamond-reinforced non-stick line began distribution in the U.S. last year, but now "we're going to take it to the next level," said Allan Wolk, president, Global Marketing.

At the Housewares Show, Global Marketing will show six Woll lines, each available with three handle designs: fixed, detachable and stainless steel. Gordon's Choice is a line from Chef Gordon Ramsey, while another features all detachable handles and another that is induction-ready. It will also show such accessories as baking tins, silicone products, cutlery, and square and round terra-cotta covers, which can be used on any European cookware. Some products will be available in six weeks, while the bulk of it will be available in July, Wolk said.

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.

Videos

  • Von Tobel Cites Brass Textures Among Top Trends

    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 cover for September 2017

    HFN's DIGITAL EDITION

    September 2017


    COVER STORY:

    2017 State of the Industry Report
    Cautious Optimism, Mixed Results

    Many expected 2016 would be a banner year, but the political and economic climate softened consumer confidence. It was also a year consumers spent more lavishly on home remodeling rather than decorating.


    ALSO IN THIS ISSUE:

    •  TJX Unveils First U.S. Homesense Store - In a time when retailers are reducing store counts, TJX continues to get physical.
    •   Ikea’s Fluid Spaces - The retailer’s new intros reflect multifunctional rooms.
    •  N.Y. Home Fashions Market Preview - Textile textures get soft and cozy, colors warmer.