Housewares manufacturer World Kitchen enters new phase

Housewares supplier World Kitchen has changed its name to Corelle Brands, reflecting a renewed focus on its iconic ranges.

The company manufactures and markets well-known kitchenware brands including Corelle, Pyrex, Snapware, CorningWare and Chicago Cutlery, and Corelle Brands president and CEO Kenneth Wilkes says the name change marks a key step in the company’s growth. It comes less than a year after it was acquired by New York-based private equity firm Cornell Capital.

“Moving forward with our brand portfolio aligned under Corelle Brands, a name that connects to one of our most recognisable and market-leading brands, is the next natural step in advancing our business,” Wilkes says.

“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 the Asia Pacific, North America, and other key international markets.”

Along with the name change, Wilkes says the company is making significant investments in new product development, process capabilities, and an integrated consumer experience that will benefit the company and its retail partners.

“We have a renewed focus around our core brands and a commitment to building our competitive advantages—innovation, quality and service… Additionally, we are transforming our digital presence, as a purchase channel and as our leading means of brand engagement for consumers.”

The new Corelle Brands name has been fully implemented in the US, and the transition has now begun in Australia where it will take a few months to complete.

Arturo Calderon, general manager ANZ and South Pacific of World Kitchen (Australia) Pty Ltd, said it would be business as usual for the company, continuing the strong relationships it has with its Australian retailers.

By Ruth Cooper

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