Bodum Alters Category Color Paradigm With New Electrics Assortment

 Bodum has gone full steam ahead with its strategic color initiataive, introducing a full line of kitchen electrics in broad array of colors at this year’s International Home + Housewares Show. 

“We said to ourselves when you’re going into a red ocean category like electrics, you have to bring something new to the table,” Thomas Perez, president of Bodum USA told HOMEWORLD BUSINESS®. “That is why we wanted to come with a line of products that were unique in color and also unique in style.” 

The seven new small appliances— including the toasters that were introduced last year— employ many of the stylistic cues that Bodum customers have come to expect from the design-driven housewares suppliers. Last year’s colorful toaster introductions were met with success, according to Perez, with green being the top-performing color. 

Entry into the U.S. electrics business for Bodum revolves around the company’s efforts in recent years to refocus its business around its historic core competencies in coffee and tea prep and serving, according to Perez. The result of this and customer requests led to the new Bistro electrics lineup, which includes a burr grinder, blade grinder, electric citrus juicer, handheld blender, water kettle and hand mixer.

For the complete story, see the March 15 issue of HomeWorld
Business, which is available during the Home + Housewares Show throughout
McCormick Place.