Swiss Diamond Launches U.S. Division; Global Marketing to Rep Woll
February 24, 2011,
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.
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.