Lifetime Brands Relaunches KitchenAid Kitchenware

Lifetime Brands is debuting the relaunch of its licensed KitchenAid kitchenware collections at the International Home + Housewares Show.

The global rebranding consists of a complete update to the designs in the KitchenAid Classic and Gourmet lines of kitchen tools and gadgets.

“This global relaunch gives us an opportunity to offer new designs, mixed materials and colors for a comprehensive and curated offering under KitchenAid. With this, we can build promotions, secondary placement and coordinated programs across categories,” said Steve Campise, kitchenwares division president, Lifetime Brands.

The two core ranges will continue to include a complete assortment of culinary tools and gadgets. The designs are said to be sleek, clean and feature a more subtle logo to allow the products’ features, functions and craftsmanship to stand out, he said.

The introductory Classic range features an updated handle design with a gloss ABS accent, satin chrome finish accents, and a subtle, debossed KitchenAid logo.

The step-up range, Gourmet, features on trend matte finishes and upgraded, brushed stainless steel accents on the handles. This range will also include the KitchenAid 1919 medallion logo on the end cap.