NEW YORK— Lifetime Brands will launch new barware under its Built brand at the upcoming International Home + Housewares Show, to be held in Chicago. The new additions are to the brand’s Arch and Curve barware lines, which debuted last year, as well as coordinating paper accessories.
“The Built program focuses on two things. First, cocktail preparation, all the things you need for prep such as wooden muddlers and wine openers and those types of items,” said Bob Varakian, group president, Lifetime Brands. “The program also combines hard and soft goods, such as the Built neoprene beer and wine totes, to give the consumer the portability they need to take their wine and beer with them.”
For example, along with some of the hard goods, such as a new leather corkscrew, wooden muddler and stainless steel flask, the company will also introduce a variety of items such as paper gift bags and wine totes to present customers with a gifting opportunity.
“Our customers are happy to have a combined program such as this. We give them a cohesive design language for the products as well as with the packaging,” said Varakian.
As for the packaging, Lifetime said that all of the items are packaged and carded for display to give customers a simple, clean merchandising opportunity. In addition, the company has given the Built packaging a lifestyle treatment that features a silver foil design with bubbles on a dark gray background.
“What’s nice about when you do a mixed material program such as this, one that combine hard and soft goods, it really creates an elevated level of complexity, textures and colors that you may not normally have. It helps to give the brand a more lifestyle feel,” he said.
