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SMITH'S ENTERS FOOD-PREP SEGMENT WITH MANDOLINE DEBUT (1/4/2010)

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HOMEWORLD BUSINESS® • NEWS
By Lori Schneider, Senior Associate Editor

HOT SPRINGS, AR— With the goal of broadening its kitchenware presence, U.S. manufacturer Smith’s is debuting its first-ever food-preparation products under its Edgeware brand this year

The company’s new mandoline slicer, which will make its international debut at Ambiente, is the first product in the company’s migration beyond edge-related products and is the first of the company’s line of food-prep tools. Pre-orders are being taken now and more tools will be available toward the end of 2010.

“We were growing very well in our existing business, which is sporting knives, and were looking for new interesting opportunities,” CEO Dan Glidden said. “The gourmet housewares category made sense to us.”

Smith’s had already been in the segment via private branded products, but the company felt there was a void in the mid-range market for sharpening tools.

To support launch of these products and the Edgeware brand, Smith’s will feature new product packaging reflecting the name, as well as special instore displays, a new housewaresfocused website, consumer advertising and a social media presence with The Edge Experts blog and pages on Facebook and YouTube.

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