CHICAGO— DKB Household is launching a line of cookware, dubbed Zyliss Cook. The company will present the new collection at the International Home + Housewares Show, here.
“Zyliss Cook was conceived through extensive research, which indicates this cookware assortment is well-positioned to offer our trade partners both value and differentiation,” said Kevin Whalen, senior marketing manager, DKB, which manages the Zyliss brand. “Most importantly, we’re staying true to our brand identity by leveraging Swiss technology in the advanced non-stick coating.”
Zyliss Cook’s flagship collection is a line of non-stick cookware that is manufactured through a ball blasting process and is available with the company’s Rockpearl coating. The process, said the company, creates a rigid substrate that helps the non-stick coating adhere to the base. It also produces small divots in the finished product, which are designed to support non-stick performance. The grooves allow for oil and/or fat to accumulate inside of them which, in turn, allows for the products to have increased non-stick properties, according to DKB.
After the ball blasting process, a 3-layer coating, reinforced with ceramic, is laid on top of the substrate to create an abrasion resistant surface with an impressive performance, the company said.
Whalen said that the company relied heavily on market research when it came to building Zyliss Cook in order to drive home the differentiation and value aspect of the brand.
“This is a competitive category full of legacy brands that are deeply entrenched in retail, and so, a brand must position itself uniquely to stand out. For Zyliss Cook, this value statement revolves around our ability to offer a superior non-stick performance and longevity, while backing it up with an unparalleled warranty,” he said.
Made from a forged aluminum material structure, the fry pans also have soft-touch, ergonomic handles. It is induction safe while additionally oven and grill safe up to 320 degrees Fahrenheit, and with a 10-year non-stick guarantee. Zyliss Cook also comes with a ceramic reinforced Swiss coating for ultra-durable abrasion-resistance and non-stick performance, said the company.
The U.S. assortment will include open stock and sets. The Zyliss Cook forged aluminum frying pans will be available in 8-inch with a suggested retail price of $19.99; 9.5-inch, which will carry a suggested retail price of $24.99; and the 11-inch forged aluminum fry pan will have a suggested retail price of $29.99. The 11-inch fry pan with lid will have a manufacturer’s suggested retail price of $44.99 and the 8- and 11-inch fry pan set of two will retail for $39.99.
According to Whalen, the line should be shipped by July 2017.
Zyliss Cook represents a new category for the company. DKB has made inroads in a variety of other housewares segments, like kitchen tools and cutlery, and the cookware brings the company an opportunity to give consumers a complete collection for their homes.
“Not only do we get a chance to provide these brand loyalists with a quality cookware experience, but we’ll get a chance to build some completely new relationships where some may not be as familiar with the Zyliss brand,” said Whalen. “Ultimately, by differentiating our features, remaining true to our brand identity, and creating clear value statements through product and price positioning, we remain confident this category extension will find success,” he said.
