Crate and Barrel launches its first private label cookware collection
- Crate and Barrel launched its first private label kitchenware collection on Thursday dubbed The Kitchen by Crate.
- The collection includes nearly 200 items, including bakeware, cutting boards, silicone utensils and storage containers, and range in price from $9.95 to $599.95, according to a press release. of the company sent by e-mail to Retail Dive.
- The collection is available in store and on the Crate and Barrel website.
Overview of the dive:
With consumers spending more time – and cooking more meals – at home, Crate and Barrel is looking to capitalize on increased demand with the launch of its first in-house brand of cookware.
“More than ever, life happens in the kitchen, and like other parts of the home, our customers are intentional about how they use their kitchen space and what’s in it,” Alicia said. Waters, director of marketing at Crate and Barrel. in a report. “The Kitchen by Crate line brings the thoughtful design that Crate & Barrel is known for into the kitchen and makes it accessible to all levels of home cooking.”
More and more retailers are turning to private labels to increase their margins, improve their financial performance and differentiate themselves from the competition by offering unique products to consumers.
Target is among the retailers reaping the rewards benefits of own brands: Among the 48 retail brands, 10 are worth $1 billion.
In the home retail sector, Bed Bath & Beyond has made a big bet on private labels. As part of its recovery strategy, the retailer announced that it introduce at least 10 private labelsincluding eight started the previous year. Sur La Table launched earlier this year a updated range of private label cookware about a year and a half after a joint venture between Marquee Brands and CSC Generation acquired Sur La Table in bankruptcy.
While Crate and Barrel, like others in the home sector, has seen a boost from pandemic-induced buying trends, it has also undergone changes in its direction during this period. The company announced in July 2020 that Neela Montgomery would resign from the role of CEO, to be replaced by Janet Hayes. The company also tapped former Nike executive Jason Booth last year to act as Chief Technology Officer.