Imusa Launches Mirro Brand for Grocery

Mirro stockpots from Imusa

Mirro stockpots from Imusa

CHICAGO–Imusa has launched a new collection under Groupe SEB’s Mirro brand that will target grocery stores and hardware stores.

The Mirro collection of cookware and gadgets will be designed, manufactured and distributed by Imusa. “Imusa has had great success in Hispanic and some non-Hispanic retailers,” said Manny Gaunaurd, president, Imusa USA, a division of Groupe SEB. But some of his retailers wanted another brand besides Imusa to add to their assortments, and Mirro is “a great brand…It’s been in the market for 100 years.”

The new line of about 200 skus includes cookware, bakeware and gadgets, and Imusa is offering 4-, 8- and 12-foot planograms and seasonal displays. None of the items were designed off the shelf, Gaunaurd said, but had plenty of thought put behind them. The result is a line with a more upscale look for the grocery channel, he said. The company also took the best-performing 100 gadgets in Imusa and incorporated them into the Mirro brand. In the future, small appliances like slow cookers will be added. The new line also has items that Imusa typically doesn’t carry, such as bakeware.

“We wanted to become a one-stop shop to grocery stores,” Gaunaurd said. “We understand the channel.”