In Focus Lifetime Brands Europe
The home of
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KI sat down with Claire Budgen, Commercial and Marketing Director, Lifetime Brands Europe to learn more about mega brand KitchenAid and hydration trendsetter S’well, as well as the company’s commitment to innovate and evolve beyond retailer and consumer expectations You’d be hard pressed to find a kitchen untouched by the innovation found under the Lifetime Brands Europe umbrella. The company is renowned as the home of global brands, each recognised for quality, innovation and market leadership. Among them is KitchenAid, a brand with more than a century of product refinement behind it that has become a byword for professional-grade design and quality. Lifetime holds the exclusive global licence for KitchenAid tools and gadgets worldwide, and demand and trust from consumers and Lifetime’s retail partners alike have made the range a bestseller musthave. The figures speak for themselves. “Over 360 million units of KitchenAid products have been distributed worldwide, with over $2.2 billion in retail KitchenAid tools and gadgets sales,” Claire reveals. “A global 20 KITCHENWARE INTERNATIONAL
team of designers and engineers spend hundreds of hours researching, developing and quality checking products. We have introduced over 25 new products into the market in the last 12 months. Put simply, KitchenAid is the recipe for success.” Lifetime’s global design teams carry the legacy and expectation that comes with the KitchenAid name through to any new product development. The full KitchenAid tools and gadgets range is vast, with a clear channel strategy incorporating KitchenAid design and iconic colours across the board. From entry level through to premium, retailers are able to shop across a full range of durable, exquisitely crafted and stylish tools and gadgets. “Consumers love the on-product branding, the geometry and refined surface details and, of course, the iconic KitchenAid colours, designed
to coordinate with KitchenAid electricals,” says Claire. “Our retailers have the opportunity to tell a premium brand colour story in-store, and to help our retailers leverage KitchenAid brand recognition, we
create a shopping zone for a globally recognised brand.” Claire describes the range as a “must-have for tools, gadgets and kitchen accessories”. “The ranges cover everything for
“Put simply, KitchenAid is the recipe for success” Claire Budgen, Commercial and Marketing Director, Lifetime Brands Europe offer a variety of in-store solutions to suit different store sizes and profiles. By highlighting the KitchenAid brand’s best-in-class performance around key seasonal opportunities - for example with FSDUs, more permanent fixture stands or planograms with printed point of sale - our retailers are instantly able to
prep, stirring, straining and serving, with both soft-grip and hardhandled options, as well as ranges in stainless steel and birchwood,” she adds. “Our Universal range includes all the typical accessories you would expect to use alongside the tools including mixing bowls, measuring jugs, scales, tongs,