Cuisinart Enters Tabletop Category with New Flatware Collections

New Cuisinart patterns, and far, right, Elite

New Cuisinart patterns, and far, right, Elite

STAMFORD, Conn.–Cookware and kitchen appliance maker Cuisinart will introduce multiple flatware collections in the fourth quarter, the company’s first independent foray into the product category. Previously, Cuisinart had a licensing agreement in tabletop with Lifetime Brands.

“We are proud to announce this move into the tabletop industry,” said Mary Rodgers, director of marketing communications for Cuisinart. “Introducing flatware represents a significant opportunity for us as a company. We have the resources to design and market outstanding products, and will work with our retailers to utilize Cuisinart’s brand strength in housewares to enhance the success of our flatware.”

The company has named industry veteran Jerry Nardone director of Cuisinart’s new tabletop division. “I am delighted to join the Cuisinart family at such an exciting time,” Nardone said. “Our goal is to bring Cuisinart’s standard of excellence into a new section of the home, while providing consumers with the quality, creativity and innovation that only Cuisinart can offer.”

Currently slated for retail availability in late November, Cuisinart’s flatware launch will be divided into two categories: Cuisinart Flatware and Cuisinart Elite Flatware. The Cuisinart line will be comprised of high-end basic products, while the Elite collection will offer more intricate, stylized lines that mirror the company’s Elite offerings in kitchen electrics and cookware. Cuisinart’s initial flatware offering will consist of 12 product lines, divided equally between the Cuisinart and Cuisinart Elite collections. A wide variety of finishes and styling will be used. The lines will be sold in 20-piece sets of four and some open stock will be available as well. Prices will range from $39.99 to $99.99 for sets, and all flatware will be available in Cuisinart’s traditional channels of distribution.

In 2013, Cuisinart said it will add to the 12 flatware lines being introduced and will expand into other categories of the tabletop industry as well.