KitchenCraft announces new brand structure

A new brand structure will be unveiled by KitchenCraft at upcoming trade shows Spring Fair and Ambiente.

The housewares supplier’s recently acquired brands such as Chef’n, Rabbit, London Pottery and Maxwell & Williams will be presented under the KitchenCraft name.

In addition, Creative Tops – and all the brands it currently manages, such as La Cafetiere, Mikasa, Katie Alice and V&A – will also come under the KitchenCraft umbrella.

Although the name Creative Tops will be retired as a trading name, it will now be used as a brand name coming from KitchenCraft, and will refocus on its strengths in surface pattern design across tablemats, coasters, small tabletop collections and gifts.

KitchenCraft managing director Matthew Canwell said: “We felt it was important not to lose the individual strengths that each of the brands we now manage has, but instead to reinvigorate them and give them a point a focus and form an integral but clear part of our overall strategy.

“In addition, we aim to simplify ordering processes for our retail customers going forward – and having one main trading name was an essential part of that process.”

KitchenCraft will exhibit at Spring Fair and Ambiente with two stands at both shows: one focused on cook products and one focused on dining products.

Matthew added: “The shows form an essential part of our launch process, showcasing our new product development programme and making it easy for our customers to see, understand and become excited by what the next year has to offer.

“We have our largest launch ever this year across both the cook and dine categories and, mindful of a tough retail climate, we feel there is a great commercial balance behind them all.”

With investment in new stands for both shows, KitchenCraft will be making interactive and digital features a focus. There will be cookery demonstrations to showcase products, tea tasting as part of the London Pottery launch, competitions, window display inspiration and a hydration bar.


The Seas the Day range by Creative Tops OTT from KitchenCraft


KitchenCraft: 0121 604 1111;; info@kitchencraft

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