Housewares: Back to Basics

Like many consumer businesses, home and housewares suppliers are going back to basics and relying on licensed goods and reliable brands—a trend that was evident at the 2009 International Housewares Show in Chicago.

Pantone is offering three color palettes that will be on trend for 2010. Galaxy, gatherings and green market all share earthy elements in reds, ochres or blues. The green market palette has what the company touts as a response to "the need for healthier and more artisanal foods grown from traditional farmers." Expect tomato reds, apple greens and lemon yellows—albeit in softer, subdued hues.

Styles and colors from the 1970s are hot in housewares. Sunny yellows and bright oranges and reds are consumer favorites during dark economic times, and the current recession is no exception. Homer Laughlin's Fiesta is adding products and colors to its line of licensed wares, such as knife blocks in eight colors, with partner Cambridge Silversmith. In addition, melamine trays and linens including tablecloths, napkins and dish towels will bear the Fiesta brand.

Celebrity chefs remain prominent players in the category. The Paula Dean Signature Collection from Meyer offers new items in cookware, pantryware, tools, accessories and gadgets. DKB Household USA adds a new gadget, the Flavor Shaker, to Jamie Oliver's line and Rachael Ray adds new stoneware, baking items and the color chocolate to her selection of porcelain enamel cookware.

The Ironman name stays strong, with new versions of its high-tech scale and body monitor from Tanita. And a partnership with Garmin adds a watch that monitors body fat, weight and hydration levels during a workout and wirelessly transmits the data to computers, also with Tanita.

Cuisinart is adding new grill accessories for early summer, including new cast iron grill accessories, temperature management products and two tabletop grills slated for release in 2010. The Culinary Institute of America introduced new block knife sets, gourmet kitchen sets and revamped packaging, making it easier for retailers to customize gift sets and promotions.

Robinson Home Products is expanding its collections for Rubbermaid, Oneida and Crockpot, the company's newest license. Slow-cooking tools and cooking utensils in red and black come in singles or gift sets with the Crockpot name, while Rubbermaid adds to the Comfort Zone and Smart Style Collections.

Laura Ashley is launching a redesigned line of dinnerware, flatware and serving pieces with HWI. According to Penne Cairoli, general manager, Laura Ashley, the line is classic yet contemporary, meant to capture a younger demographic in their mid-20s to early 30s. "This is not the Laura Ashley of the 1990s," says Cairoli. "It's more trend-forward, less florals and a little cleaner in its lines."

Kleen Maid, in partnership with agency Global Icons, introduced a full line of Spic And Span cleaning products at this year's International Housewares Show. The line includes mops, brooms, buckets, dust pans, dusters, bathroom and window squeegees, trash cans, scrub brushes, wipes, cloths, gloves and bath holders.

Gibson USA has an agreement to license Mr. Coffee-branded products with Jarden Consumer Solutions. This will include all coffee accessories, thermal and ceramic mugs, presses and teakettles. Gibson also holds the license for Oster and Sunbeam and brings to market new cutlery, cookware and bakeware in both ceramic and glass under those brands.

Evergreen licenses such as The Peanuts are still strong for Gibson, according to marketing director Kimberly Griffin—proof that consumers are indeed pulling back but only to a point. "It's not about niche products, but ones with a long shelf life," she says.