Lifetime Brands is bringing the “outdoors” in via a recently signed licensing deal with Mossy Oak, a company that specializes in camouflage patterns and outdoor sporting apparel and equipment. Per the new agreement, Lifetime will develop kitchenware and home décor products using Mossy Oak’s camouflage design portfolio.
Some of the products slated to carry the Mossy Oak label include melamine and ceramic tableware, water bottles, thermal mugs, cutting boards and kitchen tools. Lifetime will show its first Mossy Oak products at this month’s New York Tabletop Market, in its 45 Madison Avenue showroom.
“Mossy Oak is a very hot company right now. They have amazing camouflage patterns that are popular in many parts of the country,” said Jeff Siegel, Lifetime Brands chairman and CEO. “This license can give us some expansion of distribution into sporting goods stores as well as in the regular trade.”
Lifetime Brands has begun showing Mossy Oak products to retail partners and will preview the line at the NY Tabletop Market. The company will reveal the full breadth of the new line with a more comprehensive Mossy Oak impact statement in the spring at the International Home + Housewares Show, in Chicago.
For more on Lifetime Brands’ Mossy Oak assortment, see HomeWorld’s October 14, 2013, issue. This issue previews both the New York Tabletop Market in NOUVEAU and High Point Market furniture introductions.