CHICAGO— Hammer Stahl, a manufacturer of stainless steel cookware that is made in the U.S. and German-manufactured cutlery, is rebranding its cookware collection. The company is making the introduction at the International Home + Housewares Show, here, and will officially become American Clad by Hammer Stahl. Bobby Griggs, vp/ Hammer Stahl, recently spoke with HOMEWORLD BUSINESS® about the change and why he felt it was necessary for future growth in the industry.
HomeWorld Business: Why did the company decide a rebrand was necessary?
Bobby Griggs: Hammer Stahl American Clad Cookware builds on a proud legacy. Hammer Stahl, a brand of New Era, Inc., is one of the oldest manufacturers of cookware in North America, dating back to 1874. While we became well-known for our German steel cutlery, our cookware line has grown, and we want to clearly share its history with our customers.
HWB: Why did you choose American Clad to be part of the new branding going forward?
BG: Adding American Clad to our branding initiatives clearly states who we are and what our cookware is all about. To us, American Clad means high quality products, innovative design, and rolling up our sleeves and getting to work. We think our retail customers will respond with support, since they already know our background; this gives them a clear story to tell to their consumers. The customer needs to know that our cookware is made from the heart by skilled and dedicated workers. We are proud to be American owned and operated, offering American made products for consumers who insist on quality.
The American Clad Series includes American-crafted, 7-ply, surgical stainless steel cookware, all made in Clarksville, TN. As a family owned business, our goal is to provide customers with quality products at a value that will make cooking at home easy and enjoyable. But that’s not the whole story.
The real story is the team behind our products; our employees handcrafting each piece, the retailers who sell our product and the consumers who love our pots and pans and use them in their homes. We wanted to bring the focus back to the American innovation and craftsmanship that has gotten us to where we are today. We are in the crafting business, and we believe that this is something that consumers highly value in the goods they purchase. That’s why we are introducing American Clad Cookware; it’s who we are.
HWB: What are you doing to maintain the brand recognition that you have grown during the last two years while positioning the new name?
BG: We are enhancing it. We are taking the same quality product and bringing our good American-made craftsmanship to the forefront. We are keeping the recognizable Hammer Stahl shield, which is familiar to the retailer and the consumer, and adding a description of what the product really is all about and the craftsmen who make it.
HWB: Can we expect to see new logos, branding and marketing materials going forward?
BG: Look for a new logo, Hammer Stahl American Clad Cookware. We also will be featuring images and quotes from our staff in point of sale materials. We want to bring our company to life to the consumer. We are making products for our friends, family and neighbors. And we are making products that are used daily, in the home, and very much an important part of our everyday lives.
HWB: How do you feel like this will help sales in the independent retailer market, a key market for you?
BG: We believe this will empower our retail partners to increase sales. When retailers and store associates understand the entire purpose, we believe the consumer will begin to see the difference. This product is not just a commodity good produced in some faraway factory. This is a thoughtfully crafted product with significant workmanship that is meant to last a lifetime.
American Clad Cookware is about creating quality products, creating jobs in the heartland of this country and doing so with a mission in mind. Given a choice between a product made in the U.S. and an identical one made abroad, we think most Americans would rather buy the American product. However, this mission-driven value must be partnered with the technical qualities of the cookware, including the health and cooking benefits of 7-ply multi-clad stainless steel.
HWB: Millennial consumers are looking for an authentic experience and put a lot of emphasis on the craft. How will this new brand speak to that?
BG: Millennials have a hunger for unique products and a lot of Millennials are foodies; they value locally-sourced materials. They not only eat out but they cook. They enjoy experimenting with recipes and cooking at home. And, they are willing to spend more money for quality products to use with their new recipes. Hammer Stahl American Clad Cookware advances an idea that is growing among young consumers— the idea that quality, care and craftsmanship should be highly valued in the products you purchase.
