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Rebranding Primes Corelle For Housewares Growth

Corelle Brands has made its debut at the International Home + Housewares Show. The new rebranded corporate identity of the company formerly known as World Kitchen has made its debut and with it a new CEO and several new products from its portfolio of housewares brands such as Corelle, Pyrex and CorningWare, among others.

The Corelle Brands name change comes just months after Cornell Capital, a private equity firm, acquired the company. It was also the first major announcement made by Kenneth Wilkes, the company’s new CEO, who took the helm late last year following the retirement of longtime CEO Carl Warschausky.

Prior to the show, HOMEWORLD BUSINESS® spoke with Wilkes about Corelle Brands, what the change means for the company and just where it is headed in 2018 and beyond.

“It really is a new day for the company. New name, new owner, new CEO, new key members of our management team— all of which align with our philosophy around growing one of our core brands, Corelle. And that is really what the change is all about, making the company more easily recognizable with of one of our leading brands,” Wilkes said.

Wilkes noted that the company sees many growth opportunities to leverage and to build off of its leading market share positions for Corelle, Pyrex, as well as CorningWare, Snapware and Chicago Cutlery.

For more on Corelle Brands, see the March 5 issue of HOMEWORLD BUSINESS®.