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World Kitchen Aims To Move Corelle Up With Boutique Line

World Kitchen’s Corelle brand’s Boutique line, a department store exclusive hitting shelves in the United States and Canada next month with two initial patterns, aims to elevate white dinnerware to an “everyday special” dining occasion status, said Corelle brand manager Mike Scheffki. For the consumer seeking a more classic look, Corelle offers Cherish, on a contemporary square shape, while Swept, on a round shape, is for the consumer who is “looking for tranquility and luxury,” said Scheffki.

“White plays such a prominent role in tabletop. Consumers desire to have a stylized white for everyday occasion dining,” said Scheffki.

Swept has a suggested retail of $79.99 and Cherish, $89.99 for a 16-piece set. Both patterns also will be available open stock, with a suggested retail price range of $7 to $15.

The Corelle brand will be launching a national public relations campaign next month with a bridal focus to celebrate the Boutique line, one that will feature elements in-store and online. Corelle also will talk about Boutique on its newly launched Facebook page.

For more on Corelle’s Boutique line, see the Bridal Report in HomeWorld’s March 18, 2013, issue, which also examines tabletop’s “quality casual” entertaining trend, and bridal registry research from Bridal Monitor and The Knot.