The Cookware Co., designer, developer and manufacturer of cookware products and known worldwide for its GreenPan, has entered into a strategic licensing agreement with the OXO brand of Helen of Troy Limited.
OXO is best-known for its highly recognized, user-friendly kitchen tool and related products. The new relationship broadens The Cookware Co.’s platform for innovation and extends the OXO brand into a new strategic category.
In August, The Cookware Co. will bring to market three collections of high-quality cookware bearing the OXO Good Grips brand name. The cookware adheres to the same product development philosophy that has made OXO one of the most well-respected brands in the housewares industry.
The combination of the OXO design philosophy of universal design and attention to detail, along with The Cookware Co.’s premium materials, best-in-class PFOA-free coatings and advanced manufacturing and forging processes, will result in high-quality, long-lasting and comfortable cookware.
“We are very excited about this new relationship,” said Wim De Veirman, CEO of The Cookware Co. “The Cookware Co. is driven by leading-edge design and is constantly developing innovative manufacturing technologies and using the latest materials, processes and coatings. Our arrangement with OXO opens up a wide range of opportunities, allowing us to apply our vast knowledge and experience in manufacturing and designing high-quality, original cookware to a dynamic and respected brand.”
Alex Lee, president of OXO, said, “Cookware is a category OXO has considered seriously for some time. Ultimately, we felt that a strategic licensing agreement with a company as innovative and experienced as The Cookware Co. would be the best approach to bring our vision to market. The arrangement brings the core competencies of both companies together to create the best possible product and value for the consumer. We are very excited about this relationship and look forward to bringing thoughtful and meaningful products to a category as essential to any kitchen as cookware.”
