Design-led cookware coatings popular

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From stone coatings to design-led cookware, Simon Oliver, housewares sales director of RKW Ltd, which offers the Tower brand, discusses consumer trends and key developments and introduces the new products set to be unveiled at Exclusively Housewares

One of the areas booming at the moment in cookware is stone-coated products, both ceramic non-stick and PTFE ranges, and this shows no sign of diminishing. So says Simon Oliver, housewares sales director of RKW Ltd, which offers the Tower brand, and which will be presenting its new cookware ranges at upcoming show Exclusively Housewares, June 11-12, London.

Tower boasts several stone-coated ranges, including Cerastone ceramic non-stick, as well as Infinistone and TruStone – all of which are attractive-looking products, as well as being good performers from a practical point of view.

“The boom in this sector is driven in part by promotional activity in the market, focusing in on the durability of the coating, for instance,” says Simon. “Consumers are seeing the product out there and they are buying it, but I think there’s still some way to go before the consumer really understands the benefits – education is key!”

He adds: “What I do think consumers are able to buy into much more easily is design-led cookware, where the sauce pans match the rest of the kitchen – this can be trends, textures and colour.”

It’s an area, according to Simon, that RKW has been developing successfully with Tower and it has had particular success with Tower’s Rose Gold collection.

Launched last year, the Rose Gold Collection is available in white or black, with accents of Rose Gold. “We’ve taken it a step further for Spring 2019 with the launch of Marble Rose Gold… for the first time, the finish is more than just an accent, it’s an all-over exterior look and an interior coating,” says Simon.

Glitz is a further new range from Tower that is following design trends in the fashion world and bringing glamour to those who want to make a true statement in the kitchen, explains Simon.

“This range, a focus at Exclusively Housewares, is Scandinavian-inspired featuring traditional wooden effect accents and neutral colours, adding a contemporary look to the kitchen. All our designs appear cross-category, from housewares to cookware to small electricals, creating a co-ordinated and mix-and-match feel.”

He adds: “The market is excelling right now with technology that can create heat-resistant, design-led coatings, allowing us to create a look, like Ice Diamond, Marble Rose Gold, or Glitz, but also offer a product that performs brilliantly too.

“Consumers are looking for value-for-money, but they increasingly want to make a statement. The increase in stone-coated products, due to their durability, is meeting a need for convenience – they want to be able to dishwash their cookware and use it with metal utensils, so long-lasting coatings are important.”

Visit Tower on the RKW stand at Exclusively Housewares (Stand XXX), June 11-12, Business Design Centre, London. www.exclusivelyhousewares.co.uk