Gibson Overseas has partnered with Ree Drummond, also known as The Pioneer Woman. A successful blogger turned cookbook author and Food Network star, Drummond and Gibson have collaborated on a full line of housewares— including cookware, bakeware, cutlery, kitchenware and gadgets — that will be sold at a major national retail outlet.
The products will be on display at the International Home + Housewares Show.
“This is going to be a very large launch,” Roy Chung, marketing manager, Gibson Overseas, told HOMEWORLD BUSINESS®. “There will be more than 100 SKUs covering every product from tabletop to kitchenware.”
The collection, he said, took about six months to develop and Drummond was involved in every step, sending constant feedback about the products and having her hand in the design of all the signature pieces.
“Her style is absolutely there. She is making sure that her personality and sensibility is there in everything, from the packaging to the products,” Chung said.
Chung noted that roughly half of the line would be dedicated to cookware and bakeware, but since Drummond relies very heavily on her favorite kitchen tools, including whisks and turners, the company absolutely had to add them to the line in order to tell the entire Pioneer Woman story, which could be briefly summed up as “city girl turned domestic country wife,” as Drummond’s blog puts it.
Gibson also explained that Drummond’s social media following would play a large part in brand development. “We have a unique brand in the sense that not all of her peers have the social media following that she does,” said Grace Saari, marketing director, Gibson Overseas.
For more on Gibson’s partnership with Ree Drummond, see the March 2 issue of HomeWorld Business.