Target Acquires CHEFS Catalog and Cooking.com

Chefs CatalogMinneapolis based retailer Target announced this week agreements to acquire CHEFS Catalog and assets of Cooking.com in two separate transactions. The e-commerce acquisitions are aimed at expanding Target’s presence in the growing cooking and kitchenware market.

Following the closings, the two businesses will be combined to create a new, wholly owned subsidiary of Target. Both brands will continue to operate under their current names. Target believes these transactions present a strategic growth opportunity; however, there will not be any meaningful financial impact to Target’s 2013 results.

“We are excited to bring CHEFS and Cooking.com into the Target family,” said Casey Carl, president of Multichannel and senior vice president, Enterprise Strategy, Target. “We know consumers are increasingly looking online for cooking solutions to make their lives easier – from utensils and cookware, to recipes. These strategic transactions provide us a great way to address this growing opportunity and will offer expanded online options for our guests.”

Tim Littleton, president and chief executive of CHEFS, will be president of the wholly owned subsidiary and will report to Mr. Carl. Tracy Randall, chief executive and co-founder of Cooking.com, will become a consultant to Target.

“We’re delighted to be a part of the Target organization,” said Mr. Littleton.  “CHEFS has grown and thrived online by offering a well-edited selection of leading kitchen tools, gadgets and accessories. Combined with Cooking.com and their strong Powered By partnerships, their vast array of recipes and user-driven product ratings and reviews, we believe we’re well-positioned to provide an even richer online experience for our collective customers.”

Both transactions are expected to close within 30 days. Financial terms are not being disclosed.

It should be interesting to see how these brands are integrated into Target – Chefs Catalog has a very nice cooking line of Private Brand.



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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.