Private Brand Kitchenware Innovation Jumps Forward

Take a look at this intriguing press release from Lifetime Brands it details the launch of IDEATE, a web-based application that allows retailers to create custom Private Brand kitchenware collections while cutting months off the design process, saving time and reducing costs. Not only does IDEATE offer retailers exclusive, high-design kitchenware products in record time, but the program also simultaneously streamlines and coordinates packaging and point-of-sale displays. I have no idea whether it works but the idea of a software solution that facilitates speed to market and Private Brand product development is certainly promising

IDEATE offers more than 300,000 design combinations for handled and non-handled kitchen tools and gadgets, such as slotted turners, whisks, can openers and mixing bowls. Buyers can build exclusive custom private label kitchenware by selecting different handles, tool heads, materials, colors, finishes and brand badges to create a personalized look that fits their brand strategy. IDEATE enables buyers to understand cost and design immediately as they walk through the online program with a designer, so they can hit a “good,” “better” or “best” price point at the onset of a project.

The Lifetime Brands team researched and benchmarked every feature that goes into the creation of kitchen tools and gadgets, perfecting core elements such as comfort, durability, style and performance. IDEATE takes this expansive research and cooks it into every design.

According to Dan Siegel, Executive Vice President, Lifetime Brands, Inc., “As the industry leader for kitchenware products, private label product design is an important part of our corporate focus. The development of IDEATE is a major breakthrough in private label programming. In the same way a car can be customized by personalizing details, so can a line of kitchen tools and gadgets. From the curves of the handles to the colors, materials and finishes, our designers can work with a customer to quickly bring-to-life hundreds of thousands of design options to create an exclusive private label program. IDEATE reduces design and engineering time by fifty-percent, which is a tremendous feat that takes private label kitchenware development to the next level.”

Jason Poure, Vice President of SPARK, the advanced design division of Lifetime Brands, Inc., said, “There are three critical parts to creating a unique brand identity. First is product design, then point of sale and displays, and finally packaging. All of these things are combined within IDEATE to make the design process more efficient and engaging for our retail partners. And this is only the beginning. IDEATE will continue to evolve and adapt to the ever-changing needs of the marketplace.”



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.