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Lifetime Acquires Novelty Housewares Co.

Posted on December 21, 2012 by HFN Staff

GARDEN CITY, N.Y.-Lifetime Brands has acquired the business and certain assets of Easy Aces, Inc., which operates under the name Fred & Friends. F&F designs and markets novelty housewares and other products under the Fred brand.

Fred products include innovative and fun kitchen tools, tabletop accessories, party goods, personal accessories and desk and tech products. Fred products are primarily distributed through independent specialty stores, selected major retailers and small chains, primarily in the U.S. and Canada.

"Lifetime's access to international markets in Europe, Mexico, Brazil and China provides opportunities to introduce Fred products into new markets and distribution channels," said Jeffrey Siegel, Lifetime's chairman, president and CEO. At the same time, Lifetime will benefit from F&F's strong relationships with independent specialty stores, which should enable Lifetime to increase distribution of our recently introduced Savora line of unique upscale kitchen tools and gadgets, which is targeted to this retail segment."

Frederick A. Roses, F&F's founder and "Head Fred," said, "Our very motivated and talented team looks forward to becoming a part of Lifetime. We'll get to keep doing what we're best at--designing products that put smiles on peoples' faces and working with our designers, suppliers and customers--and let the folks at Lifetime take care of the rest."