April/May 2025
housewareslive.net
BRAND FOCUS: LE CREUSET Divertimenti - Knightsbridge, London Arnotts - Dublin
Potters Cookshop Hockley
Kooks Unlimited - Richmond
Centenary celebration
To bring its centenary celebrations to life in a meaningful and visible way, the brand launched an ambitious retail initiative: 100 window dis- plays across the UK and Ireland. Each window is a tribute to the colour Volcanic and showcases the entire Cast Iron and Stoneware collections in vibrant, celebratory style. “The vision was to secure 100 Le Creuset windows across the UK and Ireland in our heritage Volcanic to celebrate 100 years of Le Creuset,” says Mr Mann. “Our lovely Commercial Director Lee Tibbit said, ‘George, I want you to paint the UK orange to celebrate.’ I am thrilled our wonderful customers have helped us do just that!” The idea took root when Marianna Spiliotopoulos, Head of UK Market-
ing, asked for a handful of windows to mark the milestone. “I suggested we aim higher than just a few displays,” Mr Mann recalls. “With the backing of our fantastic customers, we set out to involve ten retailers per region to create something truly special. That ambition quickly grew— and before we knew it, we were on our way to securing 100 windows to mark 100 years.” What’s truly impressive is how our retailer network embraced the idea. “The selection process was easy—if our customer has a window, we wanted to secure it! We have been blown away by the uptake from our customers, especially in the independent sector. We’ve seen customers
support our centenary celebration by not only giving us prime window real estate, but also customers who have never featured a cookware window before taking up the mantle. It’s been incredible.” a broader omnichannel celebration that spans everything from in-store displays and cookery events to limited-edition launches and consumer communications. “The messaging is simple: 100 years of colourful cook- ware by Le Creuset,” Mr Mann says. “We’re celebrating in our customers’ stores with celebration cookery events from Divertimenti, Potters, Daw- sons—and many more to come.”
So what do Mr Mann and the team hope customers take away from seeing these centenary windows? “Joy, gratitude, pride, and the abso- lute knowledge that the Le Creuset brand sits at the heart of everything we do as a team and has a front-row seat with all our customers and consumers alike,” he says. “As we move through the year, we have some exciting seasonal campaigns to celebrate colour, autumn and, dare I say it, Christmas!” He’s quick to credit the people who made it all happen. “It goes with-
out saying that none of what has been achieved could be done without our customers’ support. I’d like to take this opportunity to really and truly thank everyone who has supported us—and of course thank you to Na- talie, Sam, Tara, Lindsey, and Bex in the Le Creuset team for supporting our customers and creating many of the lovely windows in the market.”
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