ADVERTORIAL FEATURE – LIFETIME BRANDS EUROPE (KITCHENCRAFT)
With a consumer led approach to new product development, alongside launching its own trade show alternative, and, most recently, adding new features to its award nominated online ordering platform, Lifetime Brands Europe (KitchenCraft) are leading innovation in the ‘new normal’.
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ith over 7000 products covering cooking, serving and enjoying categories, and big brands that inspire the most important life moments that happen inside the home, if you’re looking for that one thing you can’t find, the chances are that Lifetime Brands Europe have it. Moreover, with world-class facilities in the heart of Birmingham, it is a business that can offer much more than just ‘selling product’. INNOVATION, CONSUMER DRIVEN AND TREND FOCUSED “Whatever the challenge, the answer is never to side-line new product development. Innovation is a fundamental part of the business,” says managing director Matthew Canwell. “Our focus is always on the consumer. For our Spring Summer launch we placed significant investment in new product development to address the recent, huge shifts in consumer buying trends. Using global research, we are focused throughout our brands on sustainability and eco consciousness.” New launches include products to reduce waste, promote the use of recycled and sustainable materials, as well as new patterns and designs which are mindful and uplifting, playing into key trends for the coming year. This can be seen across brands including Natural
Elements, Built, MasterClass and Mikasa. The focus on new product development keeps brands fresh,
LEFT: The 360° online virtual showroom
House of Brands A constant stream of inspiring products across the cook, serve and enjoy categories support the company’s rich brand offering which includes Built, Chef’n, MasterClass, BarCraft, La Cafetière, Mikasa and Natural Elements. Each brand has a presence that can be leveraged with consumers, and the company is always looking at how they can adapt and stretch that leverage further. Recent brand additions include Taylor, the number one weighing and measuring brand in the US. With innovation and accuracy at the cornerstone of its 170 year history, the brand is supported and endorsed with products tested by acclaimed chef Michel Roux Jr. Most notable recently is the extension of a licensing partnership with KitchenAid to include tools and gadgets worldwide from 2021. As consumer trends indicate significant further growth in cooking and baking categories post Covid-19, this extension comes at a perfect time. Consumers are increasingly investing in tried and trusted brands within the cooking and baking category and the KitchenAid brand fits this brief perfectly, as a 100 year old brand with unparalleled brand awareness.
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relevant and appealing. “We know one size doesn’t fit all,” continued Matthew Canwell. “Our Spring Summer launches allow retailers to select from a wide range, and the breadth of our offer can be tailored to each retailer, whether it’s merchandising options for a specific store or digital assets to support a retailers online activity.” With investment in digital and printed catalogues, an online virtual showroom tour and downloadable retail tool kits, the company is committed to making it easy for customers to take advantage of its offering.
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09/02/2021 15:43