13953 Wed, 03/05/2008 - 5:53pm
IRVINE, Calif.–After changing its name Jan. 1 from Zyliss USA Corp., DKB Household USA Corp., a division of Swiss-based Diethelm Keller Brands, will highlight its new name as well as push its two key brands—Zyliss and Cole & Mason—at the upcoming International Home & Housewares Show.
“It’s our mission to grow our branded business,” said Sanjay Choudhuri, chief executive officer of the company. In addition, “it gives us a larger voice with the retailers, which have been consolidating themselves over the last few years.”
Cole & Mason, a British company known for its mills that the company purchased in late 2006, will have its full launch to the U.S. market at the show, he said. Besides handcrafted mills of sustainable wood, products will include items made of acrylics and plastics, stainless steel and soft touch materials, as well as combinations of these. New battery- and hand-operated electrics will also be shown.
At Zyliss, offering consumers products to help them eat a healthy diet is a large focus, with the salad spinner a key lead product at the show, along with peelers and cutting boards: “All the products consumers can use to incorporate a healthy lifestyle,” Choudhuri added.
Colors in the line will also reflect nature, Choudhuri said. “If you cut a tomato, there are actually two hues of red—dark and light.” These two-toned effects will be among the introductions for Zyliss-branded product, he added.
The company does plan for more acquisitions in the future, but it has “to make sure we have the right synergies,” he said. With Cole & Mason and Zyliss, “we have the perfect synergy between those two brands.” In addition, other brands from the parent company may migrate to the United States as well. But “we have to do our due diligence to make sure each launch is a success,” Choudhuri said.