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 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.
