Target to Launch Giada De Laurentiis for Target Kitchen; Purchases Smith & Hawken

Posted on January 11, 2010 by HFN Staff

MINNEAPOLIS-Target will launch an exclusive line of cookware, bakeware, and kitchen tools with chef and Food Network host Giada De Laurentiis later this month.

Meanwhile, Target has purchased the Smith & Hawken brand for an undisclosed sum from Smith & Hawken Ltd., a subsidiary of The Scotts Co. The retailer has offered Smith & Hawken for Target-branded outdoor furniture, gardening and decor exclusively at its stores and on its Web site,, since 2006.

The new kitchen collection, Giada De Laurentiis for Target, will range in price from $6.99 for a nylon spoon with stainless steel handle to $199.99 for a 10-piece tri-ply clad cookware set. Stainless steel and cast-iron cookware, ceramic bakeware and cutlery sets are among the items available. A specialty food line from the chef with such items as flavored coffees and pasta sauces will also be part of the launch.

"It is so exciting to pass along my family's cooking traditions to America's home chefs," De Laurentiis said. "The products I've designed for this line are essential in my own kitchen, and now, through my partnership with Target, at-home cooks will be able to make effortless meals affordably."


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