Ceramic non-stick cookware brand GreenPan and its manufacturer, Anotech International, have merged their global operations.
UK managing director Chris Stevens said customers would see an enhanced proposition from the new organisation, which will be known as The Cookware Company.
“For the last 18 months here in the UK we’ve been trialling a business model which combines building a branded business alongside offering private label to key retail partners,” he said. “That is the essence of The Cookware Company, and it will continue to give us the opportunity to offer a range of different brands and cooking-related products.”
He said the merger would also allow The Cookware Company to provide customers with a full offer and constantly to bring new product ideas and brands to the market.
“By 2012, GreenPan will be one of several brands under the umbrella of The Cookware Company,” he promised.
Anotech International, which is headquartered in Hong Kong and has offices in both Belgium and the UK, was set up in 2004 and specialises in the production of anodised cookware. In 2007, it was approached by mineral non-stick coating manufacturer Thermolon, and GreenPan was created.
Since then, Anotech has continued as GreenPan’s manufacturing partner, as well as serving its other clients. Now, the businesses say that it has become “both logical and mutually beneficial to officially merge operations”.
Anotech operates one of the most advanced manufacturing facilities in the world, covering 3m sq ft and with a production capacity of over 12m pieces per year, and its environmental credentials have won it ISO 14001 certification.
GreenPan now has some 200 independent retail trading accounts in the UK, and sales have been boosted over the past few weeks by some complimentary consumer press coverage.
The Food News pages of the Saturday Telegraph recently described the Kyoto frypan as “Pretty much a wonder pan”, prompting hundreds of calls and emails to Anotech, which in turn directed callers to their nearest stockists.
The same frypan was also hailed as Best Buy out of 10 frypans featured in last Friday’s i newspaper.