Groupe SEB and Bradshaw International Form Alliance

WEST ORANGE, N.J.–Groupe SEB and Bradshaw International have inked a deal to develop kitchen tools and gadgets in the United States and Canada for several of Groupe SEB’s brands. The licensing agreement will combine the category knowledge, product design and factory resources of Bradshaw and the marketing and sales expertise of Groupe SEB, the companies said in a statement.

The agreement will expand Groupe SEB’s Mirro, Moulinex, T-fal and WearEver brands, and will cover several categories including kitchen tools and gadgets designed primarily for distribution in mass, grocery and specialty channels.

“This represents a major opportunity for Groupe SEB in the United States and Canada,” said Volker Lixfeld, CEO, Groupe SEB North America. “We have been researching the small kitchenware business for some time and believe it represents a wonderful opportunity for us. Bradshaw brings us the missing ingredient to make it happen—category knowledge and a history of developing proven best practices. With them as a partner, we can develop the business quickly and efficiently.”

Bradshaw_IntlMike Rodrigue, CEO of Bradshaw, added, “Throughout the years we have refined our product development and category analytical capabilities, and have built a strong business with several brands.  We are especially excited about this partnership in the United States and Canada where Groupe SEB provides some powerful brands which will translate well to kitchen tools and gadgets and allow us to maintain our strong growth in the market.”