cookware Year in Review: In with the New
Simon Oliver, housewares sales director at RKW Ltd with flagship housewares and SDA brand tower, looks back on 2020 and talks to Housewares about Tower’s two new cooking lines.
maximum non-stick properties by creating small pockets directly underneath contact food surfaces. The pans are also dishwasher- safe and suitable for all hob types including induction. We have found consumers have engaged
T
his year has brought with it challenges that no one could have foreseen as the industry gathered at trade shows
in January and February – but also an unprecedented rise in home cooking and baking. Trend-spotting is a key element of NPI at RKW, with the design, buying, sales and marketing teams working closely together to bring products to market that aptly meet the needs of consumers. This year began as usual with the hard work of the previous six to twelve months culminating in new ranges unveiled at the Spring Fair in Birmingham and then Ambiente in Frankfurt. Then the global pandemic took hold and
lockdown meant a whole new way of working – and of living. Suddenly we saw retailers needing support in different ways as they weren’t able to open up their physical stores – our warehousing facilities meant we could offer drop-ship – and most gratifyingly we saw consumers taking this opportunity to cook, bake, air fry, make bread or add a whole new style statement to their kitchen with a splash of Rose Gold! In the Spring, we previewed our new
Precision cookware which we felt would tick all the boxes with consumers looking for a quality product that is durable, practical and healthy. Precision uses a thick forged aluminium body with chef-style riveted steel handles for ultimate comfort and control when cooking. Each pan features our stone- reinforced Black Diamond non-stick coating which is seven times stronger than standard non-stick making the pans easier to clean and requires little to no oil to cook with. The innovative nano-crate technology ensures
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housewareslive.net •
HousewaresLive.net •
twitter.com/Housewaresnews November/December 2020
even more with us during lockdown as they look for a brand and quality products they can trust to help them as they – sometimes for the first time in all seriousness – try their hand at home cooking. Our other key cookware launch this year has been a first for Tower – Freedom cookware. Featuring our Cerasure ceramic coating, this collection has removable handles which means you can cook on the hob and then move the pan swiftly into the oven, click off the handle and it’s an oven dish! The same handle fits each of the cookware pieces so you only need the one handle (although more are available to be sold separately). Numerous sets are available (e.g. a set of
two fry pans) that combine several pieces of cookware with just the one handle. The whole versatility aspect of this range also resonates strongly with consumers currently. There are reports that another aspect of lockdown has been everyone’s desire to declutter and that goes for the kitchen too – having a range of stackable pans is a great space-saving bonus. We have encouraged Tower consumers to
share their cooking experiences across our social media platforms and it is great to see the sheer enjoyment people are getting out of this new-found creativity! In turn we are finding
a number of key social media influencers approaching us to try out our products for themselves and share with their trusted audiences.
Our teams have been working hard during the
last few months continuing to push NPI plans through. Whatever Spring 2021 brings, RKW will be ready with newness and innovation that we are sure retailers and consumers alike will love.
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