Pfaltzgraff Forges Ahead
March 8, 2011,
Yorktowne, which launched in 1967, is being reintroduced as a 32-piece set.
By Allison Zisko
Pfaltzgraff will celebrate its 200th anniversary this year with a wide range of new products and promotions that reflect its rich history as well as its thorough understanding of the modern marketplace.
Three years ago Lifetime Brands launched the Pfaltzgraff Everyday brand, a promotionally priced, set-driven business marked by simpler handpainted looks and reactive glazes. The lower-priced division was created to appeal to a wider range of consumers, and enabled the brand to expand into additional retail channels beyond department stores, according to Opfell. "We cover a broader range of consumers that way," she said.
This two-pronged strategy allows Pfaltzgraff to retain its popularity among older consumers who are longtime fans of the brand as well as attract younger ones. The typical Pfaltzgraff consumer, Opfell said, tends to have more traditional tastes, and this includes both young and old shoppers.
To celebrate its 200th anniversary, Pfaltzgraff is bringing back two popular patterns--Heritage and Yorktowne--in 32-piece sets, which will be available at retail stores nationwide this spring. Heritage, first introduced in 1963, offers traditional styling in classic white stoneware. Yorktowne, first introduced in 1967, features a deep blue floral motif to the smooth glaze that is reminiscent of the early salt-glaze technique. The company will also offer a few limited pieces and will likely hold raffles or drawings on its website to give away select Pfaltzgraff items.
At the International Home + Housewares Show in Chicago this month, Pfaltzgraff will also launch several new patterns, including Painterly Bouquet (a vintage-inspired floral in blue, red, yellow and gray on a neutral background) and Poppy Meadow (a dramatic showing of oversized florals in vibrant hues). Pfaltzgraff Everyday will introduce Nile, a geometric design with a handpainted reactive glaze finish on stoneware.