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The Companion Group Expands Into Cookware, Home Décor

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The Companion Group, which has traditionally been a player in the barbecue segment, is expanding its business. The brand is now entering both the cookware and the home décor categories with its launch of the JFish collection of home décor and the De La Terre line of cookware.

“We are looking for things with stunning design and we want to bring newness to the market,” said Leah Belzer-Adams, COO, Companion Group. “We want to find the holes and fill them with items that are better than what’s out there.”

The JFish Collection is designed by a local artist Jennifer Fisher. The goods will span the home décor gamut and will launch with 15 to 20 SKUs. Mostly made from ceramic, the line will include indoor candles, vases, catchall dishes, soap trays and other “details for your life,” explained Belzer-Adams.

“Fisher has a great tagline– it’s ‘decorative items with a purpose.’ Her products are completely designed and thought out by her. The line is about little things that are functional but also make you feel good,” said Belzer-Adams.

Sparked by the company’s grilling expertise, The Companion Group will show off De La Terre, its new cookware/bakeware hybrid line, at IH+HS. The oven-to-table ceramic product is manufactured with a glaze that acts as a non-stick coating without having chemicals, said Belzer-Adams. Designed to perform like cast iron, the products can be used in the oven, microwave, on the stove and even on the grill. According to the company, De

La Terre is also shock resistant and can go from the freezer to the stovetop or the oven without cracking and is also dishwasher safe.

“We want to show the breadth of what people can do with ceramic cookware,” Belzer-Adams said.
The collection will launch in a navy blue color, but there are plans to grow that assortment. It will be priced on par with Emile Henry and the company will be looking to penetrate the independent gourmet housewares market, as well as department stores and higher-end home stores like Williams Sonoma and Crate & Barrel.

“Expanding into these new categories plays a part in our culture, as well as the culture of consumers. They are more in touch with design and want to have nice pieces– they want to have something beautifully designed that makes them feel good,” Belzer-Adams said.



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