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KitchenCraft launches new brand structure

KitchenCraft is launching a new brand structure that sees Creative Tops presented as one of KitchenCraft’s brands, along with the brands currently managed by Creative Tops, including La Cafetiere, Mikasa, Katie Alice and V&A. Creative Tops will therefore no longer be a trading name, but the brand will ‘re-focus on its strengths in surface pattern design across tablemats, coasters, small tabletop collections and gifts’.

Moreover, Chef’n, Rabbit, London Pottery and Maxwell & Williams will all be presented under the KitchenCraft name. KitchenCraft will be showcasing all of its brands at both Spring Fair and Ambiente, with two stands at each show; one focused on cook products and one focused on dining products.

Matthew Canwell, KitchenCraft’s managing director commented: “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.” He added: “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.”

 Top: Creative Tops OTT Seas the Day from KitchenCraft.
Top: Creative Tops OTT Seas the Day from KitchenCraft.

Continuing, Matthew explained: “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.”

There will be a host of interactive and digital features on KitchenCraft’s new stands at the shows: cookery demonstrations to showcase products (while offering inspiration for in-store activities), tea tasting as part of the London Pottery launch, competitions and window display inspiration, as well as a hydration bar.


Top: Creative Tops OTT Bee Yourself from KitchenCraft.

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