August/September 2026 housewareslive.net


CHRISTMAS GIFTING


when it comes out from under the tree. WÜSTHOF believes its heritage and manufacturing story can help here, with every WÜSTHOF knife manufactured in Solingen, Germany. Knife sets and blocks are among the brand’s obvious choices for those looking to make a bigger Christmas purchase, while there are options at lower price points through individual knives and sharpening accessories. The latter can also provide an introduction to the brand without shoppers having to commit to a complete set. But knives do not necessarily have to look purely functional either. WÜSTHOF sees colour as one way the category is changing, with consumers increasingly looking for kitchen products that reflect their own style.


Its Classic Colour Collection takes the familiar chef’s knife away from


the traditional black handle, with Fresh Rosemary bringing a deep natural green inspired by herb gardens, while Wild Blueberry provides another colourful alternative. Fresh Rosemary originally launched in 2025, but its distribution has


filler options. Shoppers looking to spend a little more can move into serveware, teapots and cake stands from Heritage Green Italian and Morris & Co, or baking pieces from the Sophie Conran White collection. In terms of spend, Ms Baddiley expects £30 and below to remain a


key price point, but there is still room at £50-plus for presents bought for close friends and family. Newness will help give retailers something different to talk about


this year. Botanic Garden Christmas Holly brings holly, berries and a British robin to Portmeirion’s long-running botanical design, while Spode Christmas Tree Yuletide takes its inspiration from The Twelve Days of Christmas, introducing partridges, songbirds and festive foliage. It builds on the original Christmas Tree pattern, of which more than 800,000 pieces are sold globally each year. Sophie Conran Mistletoe also returns, designed to sit alongside the


core Sophie Conran White range, while new napkin rings and a table runner have been added to Sara Miller Woodland Tales. And it seems the Christmas rush is starting earlier. Portmeirion Group


has already seen strong festive search activity across its ecommerce sites, which Ms Baddiley puts down to shoppers wanting to get organised and spread the cost. That gives retailers a longer window to make the most of Christmas – and a good reason to get those festive displays out before anyone starts complaining that it’s far too early.


The gift that keeps on giving


A chef’s knife might not be the most obvious answer to the question, “What do you want for Christmas?” But for someone who spends a lot of time in the kitchen, WÜSTHOF believes it could be one of the presents that gets used long after the festive season is over. The brand expects shoppers to put more thought into longevity and usefulness this year, particularly when spending more on a present. At the same time, Christmas is becoming an excuse for a little self-gifting - or finally putting that premium kitchen product on the wish list. For retailers, that presents an opportunity to position traditionally functional products in a different way. A premium knife can be a first step up for someone getting serious about cooking, a present for an enthusiastic home chef, or simply something the recipient has wanted for years but would never quite buy for themselves. Quality remains important, but the product still needs to feel special


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grown during 2026, including a recent launch in John Lewis, and it will be a particular focus for the brand this Christmas. At the premium end, WÜSTHOF also sees gifting potential for its Amici collection, which was showcased during the brand’s Harrods takeover in July. Meanwhile, its Classic Black series remains a key part of the range and is designed to appeal to everyone from experienced home cooks to those beginning to take their cooking a little more seriously. That breadth gives retailers plenty of room to talk to customers about who they are actually buying for rather than simply pointing them towards a particular price bracket. Presentation still has a role to play, especially when shoppers are spending more. WÜSTHOF says the unboxing should feel like part of the present, with packaging expected to match the quality of the product inside.


And with interest in cooking showing little sign of disappearing, the kitchen drawer could prove fertile ground for Christmas gifting. After all, there are only so many novelty socks one person needs - a really good knife might get considerably more use.


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