Cookware manufacturer, Made In, increases competition in the retail sector by launching its products in Crate and Barrel.
Made In Cookware, a brand founded in 2017 with roots in a century-old family restaurant supply business, is making significant strides in the cookware market. The brand has partnered with Crate and Barrel to launch an exclusive collection, marking a critical milestone in its expansion into brick-and-mortar retail.
Expansion Strategy
The partnership with Crate and Barrel represents a strategic move by Made In Cookware to increase its visibility and appeal to a broader audience within the retail market.
Enhanced Visibility
By partnering with Crate and Barrel, Made In Cookware leverages the retailer's established customer base and brand recognition. Made In's products will be showcased alongside other high-quality brands in Crate and Barrel's online and physical stores, enhancing their visibility and credibility within the upscale kitchenware segment.
Product Line Prominence
The partnership includes a range of Made In products, such as stainless steel saucepans and sauciers, which will be displayed prominently in Crate and Barrel's stores. Some products will be marked as "exclusive" or part of limited-time promotions, creating a sense of urgency and exclusivity among customers.
Impact on the Cookware Market
The partnership with Crate and Barrel is expected to have a significant impact on the cookware market.
Competition and Market Share
Made In Cookware's presence in Crate and Barrel positions it as a strong competitor in the premium cookware market. By expanding into Crate and Barrel, Made In can potentially increase its market share by reaching new customers who are drawn to the retailer's design and quality standards.
Brand Perception and Quality
The association with Crate and Barrel enhances Made In Cookware's brand credibility, as it is perceived as being part of a curated selection of high-quality kitchenware products. This partnership supports the image of Made In Cookware as a reliable and stylish choice for discerning consumers.
Collaborations and Expansion
In addition to the Crate and Barrel partnership, Made In has broadened its horizons by collaborating with Wrangler jeans. This collaboration has resulted in the development of a denim chef jacket, apron, shirt, and logo t-shirt, as well as denim knife handles for its chef knives.
Made In has also been recognized globally, with its content creators already being recognized in international markets. The brand is working with influencers like YouTuber Jamie Tracey, also known as the "Anti-Chef," to take the Made In message to home cooks and share compelling cooking content.
Made In's growth strategy extends from professional chefs to home cooks, with an influencer marketing strategy aimed at reaching home cooks eager to learn and improve their cooking skills. The exclusive collection includes a ten-piece stovetop set, ceramic-clad non-stick frying pans, a carbon-steel griddle, and other items suitable for backyard barbecuing.
Made In has set up fulfillment operations in Canada, the U.K., and is about to launch in Australia, aiming for the same two-day shipping as in the U.S. With these expansions, Made In Cookware is poised to make a significant impact on the global cookware market.
[1] Crate and Barrel (2021). About Us [2] Made In (2021). Our Story [3] Made In (2021). Crate and Barrel Collection [4] Crate and Barrel (2021). Brands We Carry
- Made In Cookware's collaboration with Crate and Barrel marks a critical milestone in its expansion strategy, aiming to increase visibility and appeal in the retail industry.
- By partnering with Crate and Barrel, Made In Cookware's products will be showcased alongside high-quality brands, enhancing their visibility and credibility within the upscale kitchenware segment.
- The partnership with Crate and Barrel is expected to have a significant impact on the cookware market, positioning Made In Cookware as a strong competitor in the premium cookware industry.
- Made In Cookware has also expanded its reach by collaborating with Wrangler jeans for denim clothing and knife handles, and by partnering with global influencers like YouTuber Jamie Tracey to promote the brand in international food-and-drink, home-and-garden, and lifestyle markets.
- As part of its growth strategy, Made In Cookware has set up fulfillment operations in Canada, the U.K., and is planning to launch in Australia, with the goal of offering the same two-day shipping for its customers around the globe.
