VALLEJO, CA— Meyer U.S. has formed a new collaboration with Ayesha Curry, cookbook author and star of “Ayesha’s Homemade” on The Food Network.
The new Ayesha Curry brand will be part of Meyer’s celebrity division, bringing an added dimension to their existing celebrity roster, which includes Rachael Ray, Paula Deen and The Cake Boss. The company is positioning the Ayesha Curry brand as a lifestyle brand that will launch later this year with a full lineup of housewares in cookware, bakeware, stoneware, cast iron, kitchen tools and gadgets and warm beverage.
“The Ayesha Curry consumer is in prime household creation years, often with a young family, and has a design aesthetic that is eclectic, sophisticated, welcoming, and on-trend. We believe there is an opportunity to better serve this new and growing consumer across many housewares categories with a design and personality that is uniquely Ayesha,” Darrin Johnston, managing director of Meyer U.S., told HOMEWORLD BUSINESS® in a recent interview.
Johnston explained that Curry fits comfortably within Meyer’s portfolio, not only because of her talent and consumer appeal, but also because she and husband, basketball star Stephen Curry, represent a lifestyle that also reflects the values of the corporation. “We believe that Ayesha is an inspiring role model. Her authenticity and integrity in how she lives her life and is raising her family are a great fit with Meyer,” said Johnston.
Johnston said he is confident that the Ayesha Curry brand will feel authentic— a trait that the Millennial customer craves— because Curry herself was very hands-on during the development process. “Ayesha was very involved in the development of the products. She has a great eye for style, and she wants the line to reflect her personal style. She brought in favorite items from her home so that we could get a feel for how she likes to live and cook, and in that process we together created a line that reflects her,” he explained.
Curry added that she was very hands-on during product development. “I was extremely involved in the creation of the products. Everything from Pantone colors, finishes, design aesthetic, to the shape of all of my handles. It’s important to me because this line is going to represent me. I want it to be durable and timeless all while being affordable,” she said.
The collection, Johnston said, will be anchored by cookware and the positioning of the products will rely heavily on how Curry approaches cooking and how she approaches life. Johnston added, “The brand positioning is really an extension of Ayesha’s personality. When a consumer sees the Ayesha Curry brand, they will feel like they know Ayesha Curry a little better.”
To that end, Curry said she tries to keep her approach to cooking fun, fresh and approachable. And, she noted, she is excited that her new line of housewares will help inspire people to get back into the kitchen and cook no matter what their skill level— from novice to master chef.
“I feel like there is a lack of confidence and accessibility when it comes to both families and individuals at home in the kitchen. Yes, we gather there all of the time. But, to actually get your hands dirty, prepare a meal and enjoy it all at the same time is something of a lost art. I hope that my line will give people that spark they need to get in the kitchen and try something new. My goal is to make cooking at home in your kitchen effortless, chic and fun,” she said.
The new Ayesha Curry branded line is set to roll out during fall of 2017.
“This will be a complete lifestyle brand. The robust category selection is important because we want a strong presence when we launch,” said Johnston. “We believe this is a prime opportunity to serve the Millennial consumer across multiple housewares categories.”
And Curry, too, is excited to watch the line hit the market and for the future of the collaboration with Meyer. “To be able to create something that I absolutely love and can implement into my everyday life whether it be in my career or home life is incredible. I hope that the line grows to become a brand that people can trust. I hope that we have our own identity in the marketplace so that when you see it you know you’re getting quality product without question. I would love to have something for everyone,” she said.
