Macy’s Expands Crux Brand Into Cookware

Macy’s has expanded its proprietary Crux brand beyond small electrics into cookware with the debut of a selection of items that are now available in-store and online.

The initial mix of Crux cookware— developed in conjunction with housewares supplier Sensio— includes a 9.5-inch copper titanium deep-dish pan set, a 10-inch copper titanium fry pan and a 12-piece set that includes cookware and cooking utensils.

Sandra Han, Macy’s divisional business manager for housewares and luggage, told HomeWorld Business that Crux has allowed Macy’s to make a strong fashion statement while also providing its shoppers products that offer a strong perception of value.

“Crux has allowed us to meet the needs of shoppers that are looking for products for their kitchens that are more fashionable,” she said. “The use of copper trim with a metal body is trendy and relevant in today’s marketplace.”

For more on the new Crux cookware line at Macy’s, see the November 6 issue of HomeWorld Business.