TARRYTOWN, N.Y.–The Cookware Company’s Dieter Naessens has been named vice president of its U.S. office, reporting to Wim De Veirman, CEO, and Jan Helskens, president. The Belgium-based company will also debut collections exclusively for the U.S. market, as well as categories beyond cookware.
With a long background as a sales director for Anotech International, The Cookware Company’s manufacturing unit, Naessens will be moving to the U.S. after the Ambiente trade fair in Germany next month. Rick Lapine, the former president of the U.S. division, is no longer with the company.
Known for its ceramic-coated GreenPan cookware line, The Cookware Company is ready to “reinforce our presence in the U.S. market significantly,” Naessens told HFN. At Ambiente and then at March’s International Home + Housewares Show in Chicago, the company will debut Twiztt, a line developed exclusively for the U.S. with television journalist Joan Lunden. Including cookware, kitchen utensils, oven mitts and more, Twiztt will “bring consumers everyday products with innovative and thoughtful tweaks,” he said. They will “stand out for their uniqueness and offer smart kitchen solutions for the consumer.”
The company will also show the GreenPan Steak King, an electric grill that “has been an enormous success and we are ready to roll this out to bricks and mortar” stores.