Robinson Home Products has added Oneida cookware to the brand’s licensed portfolio. The new launch will include more than 20 cookware sets ranging from hard anodized aluminum to stainless steel. Roasters and a whistling kettle are also available.
Robinson is planning to distribute the cookware across a variety of channels, from mass market to premium retailers, based on price. Each tier offers a baseline of products priced from $99.99 to $249.99. Each piece within the set is a fully functional cookware item, and no filler pieces have been added in to supplement set size, the company said. Additional open stock will be available, ranging in price from $14.99 to $69.99. Most of the product is already available for shipment.
In addition, Barbara Alonge, business director of cookware, bakeware and cutlery, Robinson Home Products, told GOURMET INSIDER® that the company has put a comprehensive marketing strategy around the different tiers of product and is currently in the process of putting together a plan to support retailers that choose to carry it. “Arresting packaging tells a strong point of purchase story to facilitate merchandising ease,” Alonge said.
Alonge also noted that the company is launching a strong public relations program to support the goods, as well as planning to develop strategic promotional programs for special retail partnerships.