June/July 2025
housewareslive.net
THE HOUSEWARES INTERVIEW oices can have a huge impact’ Listening to the consumer
While Rayware’s brands are known for their heritage, their continued relevance lies in how well they speak to the modern consumer. “Younger generations
what we’ve already begun with Assure. We’re not just selling safer knives, we’re helping raise awareness about how small design changes can contribute to wider public safety.” Rayware’s approach to product development has always been rooted in listening to the consumer. For the Assure range, more than 1,700 UK consumers were consulted in the early design phase. “We wanted to understand how people use knives, what worries them, what frustrates them,” O’Brien explains. “Their insights shaped everything, from the ergonomics of the handle to the thickness of the blade. This is about designing for real people, not just meeting category norms.” Mason Cash, a brand synonymous with traditional British baking, has recently expanded its Home to Roost collection with the addition of the Size 30 Mixing Bowl — a joyful, yellow-glazed design that completes the set. “It’s not just a mixing bowl, it’s a piece that brings warmth and personality to the kitchen,” says O’Brien. “There’s a nostalgic charm in the folk-inspired hen and cockerel motifs that really resonates with consumers today.” Equally compelling is Kilner’s latest innovation, the Kilner Glass Butter
Crock — a clever, plastic-free way to keep butter soft and fresh without refrigeration. By adding a small amount of water, the crock creates an airtight seal that naturally preserves butter’s consistency. “It’s such a simple yet elegant solution,” he says. “It’s these kinds of
we stand for as a group.” Kilner has also introduced its Fresh Storage Range, crafted from
durable borosilicate glass and designed to move seamlessly from food prep to oven, fridge, or table. “We’re seeing growing demand for plastic alternatives, and this range delivers on durability, versatility, and environmental responsibility,” Mr O’Brien adds. “Consumers want better choices — and our job is to give them those choices without compromise.”
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aren’t just looking for aesthetics or low prices — they want products that align with their values,” says Mr O’Brien. “That means sustainability, yes, but also longevity, authenticity, and quality. Our brands have stood the test of time for a reason, and we’re building on that with innovation that respects the past while solving for today.” Rayware’s leadership sees safety and sustainability as part of a
broader responsibility for the homewares industry. “As manufacturers, we can’t sit on the sidelines. Whether it’s about reducing waste or improving kitchen safety, we have the tools, and the duty, to lead,” he asserts. “We’ve had incredibly encouraging responses from policy- makers and safety bodies, and we believe there’s a real opportunity for greater collaboration across industry and government.” As the company looks beyond its 50th anniversary, Rayware is focused on ensuring its brands continue to evolve while staying true to their roots. “If there’s one thing we’d like Housewares Magazine readers to remember about Rayware in 2025, it’s that small, thoughtful design choices can have a huge impact,” shares Mr O’Brien. “Whether it’s a safer knife, a reusable storage jar, or a bowl that brings joy to baking, every product we make is designed to enhance life at home. Our heritage is a foundation, but our future is about responsibility, creativity, and meaningful progress.”
meaningful prog ess.. ogr
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