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Lifetime Brands and KitchenAid extend partnership

Lifetime Brands has announced that KitchenAid have extended its existing licensing partnership to include tools and gadgets worldwide, with these now available in the UK.

Lifetime Brands has been distributing KitchenAid tools and gadgets for some time throughout the USA and Canada with further extensions being granted in the Asia / Pacific and Latin America regions last year. Following these successful launches, this has now been further extended throughout Europe from January 2021.

“KitchenAid is such a globally recognised brand and absolutely right for now. With this extension to our licensing partnership, we now have an even stronger proposition in the branded tools and gadget category offering retailers a true one stop shop,” comments Matthew Canwell, president of Lifetime Brands Europe. The company highlights the significant and continuing growth in cooking and baking categories. Moreover, consumers are increasingly investing in tried and trusted brands; KitchenAid is100 years old, ‘with unparalleled brand awareness.’

Lifetime Brands is the largest non-electrical housewares distributor globally and plans to use its category leadership and worldwide distribution network to bring the KitchenAid brand to a natural product extension of the highly successful electrical products.


Top: KitchenAid tools and gadgets – from Lifetime Brands.

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