Rebranding Tabletop at Housewares

       

       

CHICAGO—Several tabletop companies are unveiling  new tiered branding strategies at the International Home & Housewares Show, now in its last day.

Gibson has redesigned its home brands to include Gibson Home, an everyday look that is the core of its business; Gibson Elite, which represents a step-up from Gibson Home; and Grand Maison, its highest-end brand that offers more retail exclusivity.

Anchor Hocking has created the Anchor Home brand targeting  department and specialty stores, and introduced many new drinkware collections, as well as a new coordinated assortment of glass and ceramic dinnerware and accessories.

Douglas Quikcut is introducing a good-better-best layering of brands, with Quikcut being the opening price point brand, Ginsu the “better” pricing tier (and the volume driver) and Chikara being the higher end. The company offered several new products within each of these brands, with an emphasis on colored, ergonomic handles, as well as a deeply etched knife, Marquis, in its Chikara series.