Sainsbury’s Cooks Up Exclusive Kitchenware Brand

Sainsbury cooking

Sainsbury’s, the UK’s sixth largest retailer in the homeware market, has developed a new kitchenware range with Britain’s top consumer champion, the Good Housekeeping Institute (GHI), to appeal to its “confident cook” customers.

Sainsbury’s non-food business of clothing and general merchandise is growing at a record rate and over the past year sales of its “Kitchen Shop” range have grown by 20% year on year.

The new, exclusive brand of over 30 kitchen products, which will be sold under the “Good Housekeeping” brand, has been created by Sainsbury’s in-house kitchenware buyers and tried and tested to the highest standard by the dedicated team of experts at the Good Housekeeping Institute. The range includes tri-ply pans from £20, cast iron dishes from £35 made using traditional casting techniques, non-slip bowls from £5 and santoku knives for £12.

Robbie Feather, Sainsbury’s Director of General Merchandise said; “Sainsbury’s food heritage means many of our customers are keen and confident cooks who are looking for excellent quality kitchen products at great value to mirror our food offer.

“Good Housekeeping is the perfect partner for us to work with on this because our brands have such high levels of trust and we share a passion for quality and cooking. We already have plans to expand this range which complements our strong own-label kitchenware.”

Lindsay Nicholson, Good Housekeeping Editorial Director said; “I’m delighted to launch our fantastic kitchenware range exclusively through Sainsbury’s. Together we have worked extremely hard developing The Good Housekeeping Cooks’ Range, which based on the extensive knowledge and heritage of both brands. It contains everything an enthusiastic cook could need and has been thoroughly tested in our own Good Housekeeping kitchens.”

Sainsbury’s has been trialing a new store within a store format for its non-food private brands at its larger stores. This has now been rolled out to 50 stores across the UK.

The brand will be available in 120 stores across the UK and online from Sainsbury’s website.



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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.