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Groupe SEB, Bradshaw Team On Licensed Kitchen Tools

Groupe SEB and Bradshaw International reported they have reached a licensing agreement for the development of kitchen tools and gadgets in the United States and Canada under several Groupe SEB brands.

The companies will collaborate to expand Groupe SEB brands Mirro, Moulinex, T-fal and WearEver into kitchen tools and gadgets for distribution in mass, grocery and specialty channels, according to a joint release by Groupe SEB North America and Bradshaw.

The licensing agreement combines the kitchen tool and gadget knowledge, product design and factory resources of Bradshaw and the branded kitchenware and small appliance marketing and sales expertise of Groupe SEB, according to the release.

“This represents a major opportunity for Groupe SEB in the United States and Canada,” said Volker Lixfeld, CEO Groupe SEB North America. “We have been researching the small kitchenware business for some time and believe it represents a wonderful opportunity for us. Bradshaw brings us the missing ingredient to make it happen—category knowledge and a history of developing proven best practices. With them as a partner, we can develop the business quickly and efficiently.”

Mike Rodrigue, CEO of Bradshaw, said, “Throughout the years we have refined our product development and category analytical capabilities, and have built a strong business with several brands.  We are especially excited about this partnership in the United States and Canada where Groupe SEB provides some powerful brands which will translate well to kitchen tools and gadgets and allow us to maintain our strong growth in the market.”