By Andrea Lillo
Known for its ceramic-coated GreenPan cookware line, The Cookware Company is ready to significantly reinforce it presence in the U.S. market by expanding into new categories and signing new license agreements.
According to Dieter Naessens, the new vice president of the Belgium-based company’s U.S. office, the company will debut Twiztt, a line developed exclusively for the U.S. with television journalist Joan Lunden, at the Ambiente trade fair in Frankfurt, Germany this month and then at the International Home + Housewares Show in Chicago in March. Including cookware, kitchen utensils, oven mitts and more, Twiztt will “bring consumers everyday products with innovative and thoughtful tweaks,” Naessens told HFN. They will “stand out for their uniqueness and offer smart kitchen solutions for the consumer.”
In addition, the company has added “an established American brand into our portfolio” through a license agreement with Homer Laughlin, producer of Fiesta ware, which “has been extremely successful for many years and...has become iconic,” he said. The line will include cast iron, stainless steel and aluminum cookware with Thermolon non-stick coating, in a range of colors.
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.
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 Ambiente. He reports to Wim De Veirman, CEO, and Jan Helskens, president. Rick Lapine, the former president of the U.S. division, is no longer with the company.