Target Launches Exclusive International Cookware Line

IMUSA 1Minneapolis retailer Target and Hispanic cookware company IMUSA to announced today the roll out of an exclusive line of international cooking products in the retailers stores. IMUSA’s offerings will help bring a variety of Latin, Mexican, Caribbean and Asian cuisines, culture and traditions to kitchens across the U.S.

IMUSA2Founded in Colombia in 1934, IMUSA was the first manufacturer of aluminum pots and pans in the country. Today, IMUSA is a highly respected brand with 75 years of experience in Hispanic and international cookware, and more than 20 years of experience in the U.S. marketplace. The IMUSA brand has now moved beyond borders to become the leading brand of Hispanic housewares and a culinary brand ambassador of multiple international cuisines.

As the company continues to grow, IMUSA is ready and eager to partner with Target to create a line tailored to their consumers as there has been a strong interest for Hispanic and Asian cooking tools. With help from celebrity chef ambassadors George Duran of TLC’s “Ultimate Cake Off” and Ana Quincoces of “The Real Housewives of Miami,” each IMUSA product comes equipped with an exclusive recipe card, making it easy for consumers to learn about and create Ethnic cuisine from their very own kitchen.

“We are excited about our partnership with Target and hope to reach a new audience with our line of ethnic cookware products,” said Manny Gaunaurd, President and CEO of IMUSA. “These new consumers are instrumental to company growth and we want to eventually bring Hispanic and international cooking to every home.”

A few of the distinct products that will be available exclusively at Target stores nationwide include: fajita and tortilla griddle, tortilla warmer, quesadilla pan, granite molcajete, 7-piece stir fry and tempura Asian wok set, Asian bamboo steamer, nonstick Dutch oven, paella pan, tamale/seafood steamer and bamboo cooking utensils.


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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.