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Crate and Barrel Launches Its First Private Label Cookware Collection

Retail Dive | March 7, 2022

Crate and Barrel on Thursday launched its first private label cookware collection dubbed The Kitchen by Crate. With consumers spending more time — and cooking more meals — at home, Crate and Barrel is looking to capitalize on the heightened demand with the launch of its first cookware private label. The collection features nearly 200 items, including bakeware, cutting boards, silicone utensils and storage containers, and ranges in price from $9.95 to $599.95. Direct from our design team to your kitchen, the sophisticated assortment in our signature Kitchen by Crate line combines beautiful simplicity and peerless performance. From initial sketches to rigorous testing, every expertly designed product in this kitchen collection meets our standards, and yours. The collection is available in stores and on Crate and Barrel's website.

More retailers have been turning to private labels as a way to increase margins, improve financial performance and differentiate themselves from the competition by providing unique products to consumers. Target has been among the retailers reaping the benefits of owned brands: Of the mass merchant's 48 private labels, 10 are worth $1 billion. Within the home sector of retail, Bed Bath & Beyond has made a big bet on private labels. As part of its turnaround strategy, the retailer announced it would introduce at least 10 private labels, eight of which launched last fiscal year.

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