Tefal and John Lewis ran a series of high profile window displays in 16 branches of the department store group thoughout October to promote the new Tefal Ingenio cookware collection.
Tefal said sales of Ingenio during that drive period averaged weekly growth figures of +10%, “clearly demonstrating the UK consumer appetite for this revolutionary new cookware concept”.
Ingenio cookware features detachable handles with a wide range of accessories. Launched internationally some 5 years ago, countries such as France and Japan have seen sales of Ingenio double in that time and both now enjoy €50m businesses.
Jennika Kalliala, Senior Product Manager for High-End Cookware at Groupe SEB commented: “We’re delighted with the results of this first merchandising initiative with a major player like John Lewis. This represents a significant investment for us and we have even more ambitious plans in 2014 to support Ingenio.”
Nicola Hattersley, cookshop buyer for John Lewis added: “JLP is all about bringing innovative products to market where there is a genuine consumer advantage. We are always happy to work with one of our trading partners to ensure that the benefits of products we select are communicated effectively and successfully.”