Bradshaw International has announced that it has reached an agreement with Bialetti S.p.A., Italian coffee maker and cookware company, to be the brand’s North American partner. The partnership provides a 25-year license agreement for Bialetti cookware, bakeware and kitchenware.
Details of the plan also include an exclusive product distribution agreement for all coffee products including stovetop coffee makers, single-serve espresso machines and tea accessories.
“Our agreement lays the foundation for further growth of the Bialetti and Aeternum brands in the U.S. and Canada,” said Brett Bradshaw, president of Bradshaw International. “We’ve positioned Bradshaw for steady growth, and this new 25-year agreement allows us to invest in the brand over the long term. In addition, the agreement exemplifies Bradshaw’s commitment to the cookware and coffee categories in a significant way. Through this collaborative partnership, both companies can now leverage their shared resources in the areas of product development, sourcing and quality control. And together we look to strategically strengthen our marketing and sales efforts for the brand in North America.
“As the second largest cookware brand in Europe and the number one stovetop coffee brand worldwide, Bialetti offers a unique position in a very crowded U.S. marketplace,” Bradshaw added. “U.S. consumers are attracted to the Italian lifestyle, culture and food. The Italian heritage and iconic l’Omino character are known and respected throughout the industry, gaining distribution at major U.S. retailers.”
Bradshaw International also announced the promotions of Naddia Prandelli to vp/sales and marketing, and Jason Vaske to director/marketing for the Bialetti Brand Division. Prandelli brings 28 years of industry, experience having served as export manager for Bialetti in Italy before joining Bradshaw International in 2011 as sales director/specialty division. Vaske, who was previously senior product manager for the Bialetti brand will oversee all product development and marketing efforts. The newly formed Bialetti Division will grow its product management team to help create more innovative new products and expand the product portfolio.