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World Kitchen Changes Name To Corelle Brands

WKI Holding Company, Inc. (World Kitchen) has changed its name to Corelle Brands Holdings Inc.

According to the company, the move marks a key step in its housewares growth and development and comes less than one year after its acquisition by Cornell Capital, a New York-based private equity firm.

“This is an exciting new day for our company. Moving forward with our brand portfolio aligned under Corelle Brands, a name that connects to one of our most recognizable and market-leading brands, is the next natural step in advancing our business,” said Kenneth Wilkes, president and CEO of Corelle Brands Holdings. “We have a strong leadership team in place and a committed partner in Cornell Capital. Together, there is a clear strategic vision for expansion and solid growth trajectory in North America, Asia Pacific, and key international markets.”

The company manufactures and markets housewares products including iconic brands such as Corelle, Pyrex, Snapware, Chicago Cutlery, and CorningWare, among others.

“We have a renewed focus around our core brands and a commitment to building our competitive advantages– innovation, quality and service. We are making significant investments in new product development, process capabilities, and an integrated 360 consumer experience that will benefit both our company and our retail partners. Additionally, we are transforming our digital presence, as a purchase channel and as our leading means of brand engagement for consumers,” said Wilkes.

The new Corelle Brands name will make its industry debut at the upcoming International Home and Housewares Show. The company will also introduce new line introductions from its Corelle and Pyrex brands.

For more on Corelle Brands and an interview with Wilkes, see the upcoming March 5 issue of HOMEWORLD BUSINESS®.