By Andrea Lillo
Amazon.com recently launched an extension of its private-label Pinzon line with its first chef-related collection, Tom Douglas by Pinzon, which includes cookware and other kitchen categories.
“This is the first time we worked with someone from the industry,” said Chris Nielsen, vice president of home and garden, Amazon. The e-tailer has a close relationship with Douglas, a Seattle chef, restaurateur and author, as well as a contributing blogger to Amazon’s Al Dente blog.
“Tom believes in simplicity and multi-purpose products,” Nielsen added. “This viewpoint helps people feel confident and comfortable in the kitchen.”
New items are added to the collection all the time, Nielsen said, and reflect the Asian influence in Douglas’ cooking style and techniques. Including kitchen utensils and tools, cutlery, cookware, grilling tools and wine accessories, the line has also has signature pieces from such brands as Nachtmann by Riedel, Microplane, Lodge, Epicurean, Kai, Wenger and Dexter-Russell, among other brands.
Retail prices include $9.99 for a metal grill smoker box; $21.99 for either a Kai eight-inch bread knife or a 14-inch carbon steel unseasoned wok; $34.99 for a set of six Nachtmann by Riedel Champagne glasses; $42.99 for either a two-piece stainless-steel grill-top frying pan with removable lid or a Lodge cast iron deep fryer with lid; and $62.99 for a bamboo prep-and-serve board with stainless-steel cups.
“We aspire to have a great mix of quality and price points—the combination is important for us, to have high quality yet affordable product for customers,” Nielsen said.
Another key to the collection was Douglas’ landing page on Amazon, which allows visitors to connect to who he is, Nielsen added. “At the end of the day, we believe in helping customers find things for the kitchen.”
Amazon’s Pinzon private-label brand first launched in 2005, and includes bedding, bath, tabletop, kitchenware and cutlery.