Americraft, a U.S. cookware company for 40-plus years specializing in stainless steel cookware and bakeware, has taken the next steps in its progression, moving from a distributor/direct sales model to a retail business model. The company, which manufactures cookware and bakeware for its 360 Cookware company, along with private label offerings, sees an opportunity for retail placement as more consumers continue to look for American-made products, according to Bryan Hurley, owner of the company.
At its rebuilt West Bend, WI, manufacturing facility, the company is putting together new lines of tri-ply stainless steel 360 Cookware cookware and bakeware. The cookware, which was introduced in 2007 as a five-ply stainless steel cookware line, will be induction-capable in the tri-ply configuration, along with high-end materials and design details. Bakeware will feature tri-ply construction as well.
In both cookware and bakeware, 360 is designed to compete in the premium pricepoint arena, and Hurley is targeting the independent gourmet channel domestically as well as international retail partners for the products.
“I haven’t had experience with any culture or company that hasn’t put importance on Made in the U.S.,” Hurley said.
For more on Americraft, see HomeWorld’s July 8, 2013, issue, which features the annual Made in U.S.A. report.