International Innovation Company (IIC), marketer of Vacu Vin barware and kitchenware, has uncorked a new retail sales entity, Dutch Creative Brands, marking the family owned company’s 30-year evolution from a wine preserver specialist into a design-forward resource for a broad range of housewares under multiple brands.
“Dutch Creative Brands has a clear focus on several core values of the company,” Patrick Schneider, president and CEO of IIC, told HOMEWORLD BUSINESS®. “International Innovation Company is a Dutch company with creativity being one of the key success factors in its 30 years of existence.”
Dutch Creative Brands concurrently has divided its retail offering to encompass two brands. The company has repositioned its core Vacu Vin brand as a more comprehensive wine accessories and barware developer serving many retail channels; and it introduced Tomorrow’s Kitchen, a new brand under which it will market kitchen tools and gadgets.
The Vacu Vin brand is slated for 26 new items, expanding its assortment of wine and bar accessories to more than 100 products. The selection includes new, moderate-priced versions of basic items intended to facilitate broader retail distribution of the brand without disrupting the upmarket distribution of better-priced core items. Retail packaging has also been redesigned.
In addition, the Tomorrow’s Kitchen program is rolling out with more than 50 products geared primarily to retailers of higher-end kitchenware befitting the brand’s innovation-driven approach, Schneider said.
The new brand’s packaging presents a clean background with bright green and blue accents to convey a modern kitchen lifestyle with a touch of fun, he said. The front of each package details kitchenware product features, and the back highlights a “loyalty stamp” enabling consumers to collect points redeemable for free products.
For more on IIC and Dutch Creative Brands, see the December 14, 2015, issue of HOMEWORLD BUSINESS®. This issue also features the annual year in review, category by category.