KEWASKUM, WI— After a hiatus from the brick-and-mortar cookware segment of the housewares industry, Regal Ware is bringing its American Kitchen line back to the market. The brand made a showing at the Dallas Market Center’s Dallas Total Home & Gift Market in January and now the company is pushing forward into the independent gourmet channel.
“We are very excited about being back with the independent and boutique gourmet retailers,” said Cheri Novak, sales manager/consumer products at Regal Ware. “We are partnering with retailers who not only tell the story of our cookware, but help bring it to life as a true lifestyle brand.”
And the story, according to Pat Seitz, director of marketing for Regal Ware, is one that has been building in the cookware market for several years, coming to a head with the Millennial purchaser. Seitz explained that the American Kitchen line is made in small batches in the company’s U.S.-based manufacturing facility in West Bend, WI, a selling point when placed in the hands of the right outlet.
“We are creating cookware that is handcrafted and we pay attention to detail. We need to partner with those that can explain our features and benefits. We see this as a niche and we are seeking to fill it with the quality of products and attractive pricepoints,” she said.
And, added Seitz, the relationship with its partners is designed to be a two-way street. She said that the company wants to keep the lines of communication open with its retail partners while building up a lifestyle cookware brand.
“We want to become part of the home cooking experience,” added Ben Hulet, American Kitchen brand and communications manager. “We are creating a robust, interactive experience and we want our customers to connect with us on that level. We want to build a community. We aren’t just looking to bring great cookware to the market, but we are also looking to make it an engaging experience,” he said.
As for products, American Kitchen currently has several basic pieces available— including fry pans, sauté pans and casserole pans— in stainless steel, non-stick and cast aluminum materials. However, noted Novak, there are several new products on the way, including a 1-quart offering and a new wok-style product, which should hit the market towards the end of the year.
However, said Hulet, no matter how many products are added to diversify the brand portfolio, the manufacturing process and focus on creating quality cookware will continue to set them apart in the marketplace.
“We are running this cookware in small batches,” he said. “Everything that comes out of the factory is designed to be a legacy piece and we want all of our final products to be something that is heirloom quality. We will continue to keep the batches small and stay focused on the quality,” he added.
