The brand that has glamorized and redefined kitchens all
over the world for close to 90 years is now all set to wow Indians with their
entire range of cookware at store –in-store outlets across India.
Le
creuset-A global legend with a history of re-inventions From enameled cast iron
pot in 1925 at its foundry in fresnoy le Grand, the French company had the
recipe of success down pat.
The
brainchild of Belgian industrialists, Armand Desaegher and octave aubecq, the
brand was a culmination of their respective casting and enameling expertise.
After
the 2nd world war, le creuset became a pioneer in enameled cast iron
cookware, innovating with and new and exciting styles and pieces. This was when
the company’s signature item, the cocotte or French Oven flaming volcanic
(orange) shade, it became a classic that is still being re-modeled in bright
retro colors, even to date.
The
Fifties and Sixties saw the brand launch several new products, including: the
Tostador, the Doufeu – a cocotte with a water lid, its first Fondue Set and
first Barbecue. Tomers with more products over the decades, le creuset has
continued to use the hand-crafted techniques along with the attention paid to
its heritage.
The
globalization of French chic
The
noughties saw le creuset take its modernization and international expansion to
new heights. Already established in the USA Australia, United kingdom, Germany
and Belgium, this decade saw it reach out via subsidiaries to Hong-kong,
Switzerland, South Africa, Brazil, Spain, Scandinavia Italy and Canada, as well
as establish a sourcing office in china.
With the
global presence came unique product inventions, like the Spanish Pueblo range
in 1995, Japanese Sukiyaki Cocotte in 2002, the Italian Risotto Pot in 2004,
and last but not least-the Indian Karahi and Balti dishes, in eye-popping new
colours like chocolate, pistachio, satin Blue and Kiwi.
After
establishing itself in india over the past 10 years in the form of cash and
carry business model, le creuset is poised to open their own stores through
SIS, exponentially increasing their reach across the length and breadth of the
country.
Following
their first outlet on Lavelle road in Bangalore, which opened early this year,
the brand plans to get its colourful range of cast iron and ceramic cookware to
29 new stores more stores across the country, starting with Mumbai and new
delhi.
Following
up with Chennai, Hyderabad, pune and other cities, the company is looking at a
very optimistic phase of growth. The brand has already garnered curiosity and
respect amongst india’s growing urban breed of well-heeled, well-travelled and
aspirational women in the age bracket of 25 to 45, as well as metrosexual men.
Be
getting its entire global range of cookware to their own stores, le creuset is
looking at satisfying the style and quality conscious urban Indian home-owner.
As a
privately held concern in india, the company will work on a B2b model in the
retail domain. The company is also on the cusp of finalizing their five-year
business projections and will announce an investment plane declaration very
soon.
With a
high-quality, stylized and globally-leading product line-a newsweek poll ranked
it as the NO 1 French brand-, le creuset is looking at an aggressive for into
the cookware segment urban India.
Appealing
to the tic pragmatic Indian customer with its blend of tradition and modernity
as well as lifetime warranty on products, the brand is looking at creating an
exclusive space in the well-heeled young Indian’s kitchen.
Optimizing
the appeal of its French aesthetic heritage, le creuset aims to be a leading
lifestyle brand in the country. It was selected by a special selection
committee comprising of professional associations from france to exhibit at the
prestigious art de vivre a la franchise lifestyle show held in Delhi this year.
With the
imminent expansion to metro and tier ll cities, the brand is looking at
consolidating its position as a global cookware brand for young, urban Indians.
