Meyer U.S. has formed a new collaboration with Ayesha Curry, cookbook author and star of “Ayesha’s Homemade” on The Food Network. The new Ayesha Curry brand will be part of Meyer’s celebrity division, bringing an added dimension to their existing celebrity roster, which includes Rachael Ray, Paula Deen and The Cake Boss.
The company is positioning the Ayesha Curry brand as a lifestyle brand that will launch later this year with a full lineup of housewares in cookware, bakeware, stoneware, cast iron, kitchen tools and gadgets and warm beverage.
“The Ayesha Curry consumer is in prime household creation years, often with a young family, and has a design aesthetic that is eclectic, sophisticated, welcoming, and on-trend. We believe there is an opportunity to better serve this new and growing consumer across many housewares categories with a design and personality that is uniquely Ayesha,” Darrin Johnston, managing director of Meyer U.S., told HOMEWORLD BUSINESS®.
Johnston explained that Curry fits comfortably within Meyer’s portfolio, not only because of her talent and consumer appeal, but also because she and husband, basketball star Stephen Curry, represent a lifestyle that also reflects the values of the corporation.
“We believe that Ayesha is an inspiring role model. Her authenticity and integrity in how she lives her life and is raising her family are a great fit with Meyer,” said Johnston. Johnston said he is confident that the Ayesha Curry brand will feel authentic— a trait that the Millennial customer craves— because Curry herself was very hands-on during the development process.
“Ayesha was very involved in the development of the products. She has a great eye for style, and she wants the line to reflect her personal style. She brought in favorite items from her home so that we could get a feel for how she likes to live and cook, and in that process we together created a line that reflects her,” he explained.
Curry added that she was very hands-on during product development. “I was extremely involved in the creation of the products. Everything from Pantone colors, finishes, design aesthetic, to the shape of all of my handles. It’s important to me because this line is going to represent me. I want it to be durable and timeless all while being affordable,” she said.
For more on Meyer and Ayesha Curry, see the February 13, 2017, issue of HOMEWORLD BUSINESS®.