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GM
BUY-IN • HOUSEWARES
Cooking up sales growth
As-seen-on-TV kitchen products
particularly are strong in the channel. “Housewares are one
Americans spend three to four
of our most popular
hours a day in the kitchen, so housecategories,” said Jawares — particularly kitchenware
net Scott, a spokes— can be a key gift category for drug
woman for Joseph
stores. The channel had a 4.2% share
Enterprises. The comof the housewares business, accordpany’s Ove Glove has
ing to the International Housewares
been a dominant product
Association’s “2010 State of the Inon drug store shelves, and
dustry Report.” Much of the chanJoseph Enterprises is plannel’s sales come from cookware, Joseph
Enterprises’ Ove Glove
ning another kitchen product
bakeware and kitchen tools.
Perry Reynolds, VP marketing and trade introduction for the fourth quarter. Thomas
development at the IHA, said the return to Haire, editor-in-chief of Response magazine,
preparing meals at home and the popular- cited Euro-Pro’s Ninja as another hit.
Telebrands’ Chef Basket also has been
ity of celebrity chefs is driving growth of
hot. “If we can hit the $10 price point and
kitchen gadgets.
BY BARBARA WHITE-SAX
1 • SEPTEMBER 19, 2011
solve a common household problem, we
can get great turns,” said Telebrands CEO
AJ Khubani. Telebrands recently launched
Slice-O-Matic, a mandolin-style slicer, and
Bake Pop. Both retail for $14.99 and are expected to perform well in the fourth quarter.
While the fourth quarter continues to
be the leading season for sales of kitchen
and housewares items, Reynolds said that
back-to-school has emerged as a key selling
season, with moderately priced appliances
leading the way. “Summer also offers opportunities for several kitchenware categories,” he said.
Reynolds also said that as drug stores add
more fresh food, layering in more kitchen prep
tools — particularly well-designed, colorful
products — can lead to more add-on sales.
DRUGSTORENEWS.COM