Cuisinart Enters Tabletop Category with New Flatware Collection
Posted on October 11, 2012 by
Kitchen appliance and cookware vendor Cuisinart will make its debut in the tabletop category with a two-pronged flatware launch, its first independent foray into the product category. Previously, Cuisinart had a licensing agreement in tabletop with Lifetime Brands.
"We are proud to announce this move into the tabletop industry," said Mary Rodgers, director of marketing communications for Cuisinart. "Introducing flatware represents a significant opportunity for us as a company. We have the resources to design and market outstanding products, and will work with our retailers to utilize Cuisinart's brand strength in housewares to enhance the success of our flatware."
Rodgers added, "Our new flatware collections will immediately distinguish themselves within the marketplace, and will allow Cuisinart to bring its distinct perspective and passion for excellence to a new and auspicious category."
Flatware industry veteran Jerry Nardone has been named director of Cuisinart's newly created tabletop division. "I am delighted to join the Cuisinart family at such an exciting time," Nardone said. "Our goal is to bring Cuisinart's standard of excellence into a new section of the home."
Cuisinart's flatware launch will be divided into two categories: Cuisinart Flatware and Cuisinart Elite Flatware. The Cuisinart line will be comprised of high-end basic products, while the Elite collection will offer more intricate, stylized lines that mirror the company's Elite offerings in kitchen electrics and cookware. The flatware collections are European-inspired, ranging in style from French country to European contemporary.
Cuisinart's initial flatware offering, which is slated to be available at retail in late November, consists of 12 product lines, divided equally between the Cuisinart and Cuisinart Elite collections. A wide variety of finishes and styles will be used, including partial sandblast, satin finish, partial satin finish, stipple finish, mirror polish and plating. The lines will be sold in 20-piece sets, and some open stock will be available as well. Prices will range from $39.99 to $99.99 for sets, and all flatware will be available in Cuisinart's traditional channels of distribution.
In 2013, Cuisinart will add to the 12 flatware lines being introduced, and will expand into other categories of the tabletop industry as well, the company said.