New Kitchenware Category for Kate Spade
Posted on July 13, 2015 by
ATLANTA-Lenox expanded its Kate Spade line at last week’s Atlanta International Gift & Home Furnishings Market with the brand’s first foray into kitchenware. The 116 SKUs includes cookware, metal and ceramic bakeware, food prep, tea kettles, dinnerware and more, all with Spade’s playful design touch. It is set to launch at retail next month.
New Kate Spade kitchenware, top, from Lenox. The tea kettles include Spade’s polka dot pattern.
“Before, we focused on the bride,” Laura Jaussi, marketing manager, crystal, metal and china giftware, Lenox Brand, told HFN. “Now, we’re moving out of the dining room and into the kitchen.” This line is for “the girl who is taking her first step towards independence,” perhaps getting her first job or first apartment.
As this target consumer is probably living in a smaller space, the line offers items that are both decorative and functional, Jaussi added, and can be kept on the countertop. For example, the signature pieces of the line, tea kettles, are offered in Spade’s iconic polka dot pattern, as well as other bright colors. The metal bakeware, usually a commodity item, gets a style upgrade in this line with the addition of an exterior color, as well as tooled sayings on the interior, such as “It’s someone’s birthday somewhere.”
Cookware includes enamel-on-steel casseroles and sauce pan, as well as nonstick aluminum fry pans, all offered with red, green or turquoise exteriors. The line is geared toward gifting, and includes a set of four mugs packaged in a baker’s box with gold polka dots, and another for making pancakes. Retail prices range from $10 for a spoon rest to $120 for the dinnerware sets, with most products at $50 and under.