Lifetime Expands the Reach of Savora, Reo and Sabatier

Lifetime Brands is employing its product development and marketing expertise across multiple product categories
March 11, 2015Allison Zisko

SabatierColorful cookware and olive wood tools are part of Sabatier’s brand extension.
By Allison Zisko

Lifetime Brands is employing its product development and marketing expertise across multiple product categories to significantly expand three of its brands—Savora, Reo and Sabatier—in an effort to capture new audiences.

The result of those efforts—cookware and cutlery in Savora and Reo, for example—will be unveiled at the International Home + Housewares Show in Chicago this month.

Savora is geared toward independent retailers and it has global aspirations, which is why Lifetime has showcased the brand at domestic gift shows as well as shows abroad, said Sid Ramnarace, vice president of global brand integration. But the brand appeals to the enthusiastic cook, not just the enthusiastic entertainer, and thus Savora is moving into cutlery, cookware and pantryware, as well as tools and gadgets, with a variety of new whisks. “Savora is very giftable, but we can also make a statement in both food prep and entertaining,” Ramnarace said.

SavoraSeveral whisks will debut under the Savora brand.
Cutlery made of German steel with a unique blade profile will be available in 14- and 7-piece sets, a smaller footprint that makes it more saleable globally. The santoku’s cullens are actually perforated so that it resembles a cheese knife, a design Lifetime believes will resonate with Savora’s customers.

Savora cookware is made from enamel-coated, heavy-gauge steel with an “heirloom quality,” designed to last a long time and perhaps be handed down through generations. Items in the line are attractively designed to go from cooktop to table and include a wok, two different-sized stockpots, a lasagna dish and a tea kettle, a flagship piece meant “to plant the flag for Savora,” Ramnarace said.

In pantryware, Savora’s Perfect Care ratchet-system technology has expanded to new categories, such as grinders.

Lifetime’s product development expertise led to the receipt of two design awards for Savora at the NY Now show earlier this year. “We continue to work on things that bring buzz to the brand.”

Reo debuted last year as an international brand, and has a presence in Brazil and the U.K., among other places. Lifetime is targeting mass and big box stores with the colorful, millennial-oriented brand. A full line of kitchen tools and gadgets has rolled out; among the new items are bag clamps and clips, standing tongs and a spatula set. The two new cutlery blocks combine high-gloss plastic and wood, and have blades with multicolored handles. There is a 7- piece and a 14-piece set. Reo is also delving more into polyboards. There are three sizes of cutting boards that stack and rest; among them are patterned designs.

Reo’s introductory cookware line includes three sizes of fry plans made of 3mm aluminum with nonstick coating. The exterior features photo-print technology. There are five patterns and five solid colors in the line.

Sabatier, a brand aimed at enthusiastic cooks who shop gourmet and independent specialty stores, is expanding its assortment of gadgets, cutlery and cutting boards and introducing cookware, bakeware and pantryware. There is a new olive wood program and a new range of triple-riveted gadgets for a classic look. There is a Pro Cook series of premium-material baking tools, and a series of tongs for various uses, from serving to barbecue. New cutlery, blocks and boards will round out the line.

A key initiative across all three brands, as well as the KitchenAid and Farberware brands, are dish racks, which have been carefully developed and tested to be flexible, convertible and appealing to a wide range of consumers, executives said.

Allison ZiskoAllison Zisko | Managing Editor/Tabletop Editor

After 15 years of covering the tabletop industry, Allison Zisko is still as enthusiastic as ever about the dinnerware, glassware and flatware categories. An in-depth analysis of how the category works intrigues her just as much as the latest fashion trends. As managing editor, Allison oversees the daily e-newsletter and works behind the scenes to help produce the print issue each month. She also directs HFN’s housewares coverage and covers the cutlery category. An avid reader, Allison is eager to talk to anyone and everyone about the latest book they are reading.


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