Oneida Zoya Flatware

Robinson Home Products had a strong focus on its Oneida flatware business at the New York Tabletop Market last month, unveiling strategic ways to strengthen both its housewares and fine flatware set business, and to expand its popular housewares carded flatware program for retailers. One of Robinson’s focuses was on reinvigorating Oneida’s 65-piece expanded set fine flatware business, and it featured four new patterns and a packaging redesign.

“The strategy is to present [Oneida’s fine set business] more as a fine quality everyday product. It’s still the 18/10 material, but [patterns are] a little more simple in style,” said Ross Patterson, business director, tabletop for Robinson Home Products.

In Oneida housewares flatware, Robinson showed two new tiers in its 45-piece set business; previously the brand had focused on two pricepoints, $79.99 and $99.99. The two new pricepoints added to the assortment were $89.99 and $109.99, created in part due to price challenges and an increase in the cost of imported goods.

The price levels feature increasingly heavier gauges or more intricate details. Zoya, a new 4-4.5 mm gauge pattern introduced at this new price-tier of $109.99, features bold quilting. “The material is 18/10 but we can still do a great pattern. This new tier [$109.99] has allowed us to experiment,” Patterson said.

For more on Robinson Home Products’ Oneida flatware programs, see HomeWorld’s November 12, 2012, issue, which also features coverage of the Fall High Point Market and CHESS Conference.