Wüsthof Launches E-Commerce Site, Extends Crafter Line

Wüsthof has unveiled its first e-commerce website store along with a refreshed brand identity and extension of its Crafter line of cutlery to retail.

According to the company, while still available through the company’s leading retail partners, Wüsthof’s full product assortment can now be purchased at its new online destination: store.Wusthof.com.

“We at Wüsthof are thrilled to offer a new avenue for both our loyal and prospective customers to learn more about our brand and shop our offerings all in one place,” said Adam Fischer, vp/marketing, Wüsthof USA. “Our goal was to create an easy-to-navigate platform that serves as a tool to help our customers find exactly what they need to enhance their cooking experience, whether that takes place in a professional or home kitchen.”

With the new website, Wüsthof also unveils a refreshed brand identity, reflecting both its centuries of heritage and its contemporary leadership in the cutlery industry. The online store also debuts with broader availability of Wüsthof’s Crafter line.

Previously a line exclusively sold via Williams Sonoma, the Crafter line celebrates the spirit of old-world craftsmanship with brass rivets and rich smoked oak handles, forged from a single blank of steel for balance and durability, the company said.

The new website features include a Knife Finder, which helps the shopper identify the best knife for his or her specific needs. Shoppers can also choose to browse by product type as well by product line, selecting from any of eight collections.

Wüsthof said it is offering free shipping and returns on orders over $89.