NEW YORK–Housewares company Joseph Joseph has unveiled its new select brand called the 100 Collection, which takes some of the company’s existing best sellers and upgrades them with premium materials.
Previewed to the press at an event at a Sur La Table location here last night, the new line will initially include the Elevate 100 Carousel set of six tools and Index 100, a set of cutting boards, but there will be 12 total by the time the collection officially launches in spring 2013, said Richard Joseph, co-founder and managing director.
“It’s a great extension of Joseph Joseph’s current line,” Jennifer Mudge, buyer, cooks’ tools, Sur La Table, told HFN. While one type of customer loves Joseph Joseph’s bright colors, this new line “targets a different customer.”
Joseph told HFN, “It’s a new direction for us. We’ve always wanted a higher-end, curated collection…We’re taking it up a level.”
Materials will be more premium for the 100 collection. “Stainless steel will be featured a lot,” Joseph said, as well as high-grade nylon. Retail prices for this collection will be about 15 to 20 percent higher than the original products, he added. The collection will also have a limited distribution and will only be offered to such accounts as Sur La Table and specialty stores. And it will also never have more than 100 products in it, he said.
Joseph Joseph also released several new products in its regular line, and which includes two categories that will expand for the company: kitchen organization and cutlery. “We’ll be expanding into knives more,” he said, especially more specialty ones. On hand at the preview were the new Elevate knives, featuring a weighted handle design to keep the blade off the work surface, and the Elevate knives carousel set. The new DrawerStore is an expandable organizer for a kitchen drawer—it’s first step into kitchen organization.
Joseph, who calls himself a “casual cook,” said he always looks at a product from a design point of view. “It’s always function first.” At the Sur La Table event, Joseph helped Sur La Table’s Chef Joel Gamoran in making treats such as naan for the crowd.—Andrea Lillo