CE North America today announced that it has entered into an exclusive licensing agreement with Farberware, that gives CE rights to manufacture, market and distribute Farberware products in the US and abroad for the Refrigeration, Water Filtration and Home Environment categories.
“We are extremely happy to welcome Farberware as a strategic member of the CE family. We believe our core values and tradition align perfectly with what Farberware stands for: to offer consumers a quality product at a value price,” said Aurelio Leyva, President of CE. “This has always been our company’s underlying mission and now we can continue this tradition utilizing a name with which consumers already associate those qualities.”
CE will also grow Farberware’s brand recognition by expanding into new categories, according to CE North America. “For over 100 years Farberware has been known for quality, value and durability,” said Michael Forrest, CE Director of Communications. “We are thrilled to introduce the new line of Farberware Refrigeration and Water Purification products. Through wine coolers, water purifiers and ice makers, we expect to see Farberware become a bigger part of consumers’ home in the near future. We also see Farberware expanding beyond the kitchen with a new line of Farberware branded Home Environment products,” said Forrest. Under the new agreement, CE will look to take advantage of its expanding Home Environment product assortment.