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Ôcuisine Sets Sights On U.S. Market

Ôcuisine, a brand from International Cookware, a company based in France, was launched two years ago and is gearing up to penetrate the U.S. market with its glass prepware, cookware, bakeware and storage products.

Jean-Philippe Szlachetka, commercial director for International Cookware, explained the company has years of experience making glass goods and currently manufactures Pyrex for the European, Middle-East and African and Asia/Pacific markets, producing more than 44 million products through 2018. However, he explained, the glass that International Cookware produces under the Pyrex label has a different manufacturing process and is different than the large majority of brands that are available in the U.S. market currently, manufacturing the goods with 100% borosilicate tempered glass combined with a centuries-old design.

“We looked at the U.S. market before because of the potential of the market, but we couldn’t for many years because of the currency exchange barrier. The exchange rate used to be very high and now it’s gone down. But we also see a growing demand for borosilicate glass in the U.S. We produce products with borosilicate tempered glass, which is a real point of difference. What you have today on the market is about 80% soda-lime tempered. We offer to our consumers the highest quality glass to guarantee a unique cooking experience. Ôcuisine is within reach of everyone who likes to cook, savor, share, enjoy and treat others,” he said.

Szlachetka explained that the company saw a void for pieces that were manufactured in the same fashion and decided that it was time to begin focusing on bringing Ôcuisine to the U.S, launching it in the second half of 2018.

Now, heading into this year, the company has put a full-court press on its efforts to make a name for itself among American consumers. The company presented its lineup at the International Home + Housewares Show for the first time this year in order to glean interest from the trade. And inroads are being made with several major merchants, some of whom the company already works with in a private label capacity, he said.

According to the company, the products in Ôcuisine’s portfolio are made of extra resistant borosilicate tempered glass that can withstand a temperature range of -40° Fahrenheit to more than 428° Fahrenheit. Additionally, the products are manufactured to help stand up to thermal shock and are able to go from the freezer directly into the oven. The company also has a line of glass goods that are made for microwave cooking as well, which it will also begin to market in the U.S.

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