Multimedia: Celebrity Chefs Lend Their Name to Cookware Collections

Multimedia: Celebrity Chefs Lend Their Name to Cookware Collections

Celebrity chefs bring branded cookware to retail aisles. Take a look at photos and videos of the TV chefs and their cookware lines.   Related story: Celebrity Chefs’ Cookware Sets Help Supermarkets Compete in Housewares Space

 

Martha Stewart
Martha Stewart [5]
Paula Deen
Paula Deen [6]
Giada De Laurentiis
Giada De Laurentiis [7]
Curtis Stone
Curtis Stone [8]
Marcus Samuelsson
Marcus Samuelsson [9]
Rachael Ray
Rachael Ray [10]
Emeril Lagasse
Emeril Lagasse [11]

Click the photos to learn more about each celebrity chef’s cookware line and see videos of the chefs at work in the kitchen or photos of their branded kitchen tools.

Whether their bailiwick is time-saving recipes, down-home cooking or ethnic cuisine, television chefs’ celebrity is based on authority. The biggest names help viewers reach their culinary aspirations not just with tasty and innovative recipes but the signature cooking tools they demonstrate on-air week after week. Department stores, mass merchants and supermarket retailers are capitalizing on their expertise with exclusive arrangements and other partnerships involving celebrity chef-branded cookware [12].

Text by Julie Gallagher; web production by Melissa Tinklepaugh

Martha Stewart

Martha Stewart [13] is embroiled in a dispute with Macy’s, which claims it has an exclusive deal with the domestic diva to sell a variety of housewares that bear her name including the Martha Stewart Cooking Collection. Macy’s is suing Martha Stewart Living Omnimedia and competitor JC Penney to block it from opening Martha Stewart-branded shops within its stores. Last month, a judge ordered Macy’s, JC Penney and Martha Stewart Living Omnimedia into mediation.

See all chefs. [14]

Photo credit: Miro Vrlik Photography / Shutterstock.com

Paula Deen

Paula Deen [15]’s signature cookware, bakeware and kitchen tools were launched five years ago by Meyer Corp., which also produces Rachael Ray cookware. Sets like Deen’s best-selling Porcelain Nonstick pots and pans are available at PaulaDeenStore.com [16] and across retail channels. The stain resistant speckled pieces come in colors like robin’s egg blue and lavender. The cookware’s heavy gauge construction heats smoothly and quickly, eliminating hot spots that can burn food, according to promotional materials.

See all chefs. [14]

Photo credit: S_Bukley / Shutterstock.com

Giada De Laurentiis

Target [17] teamed up with Food Network personality Giada De Laurentiis [18] for the affordable Giada De Laurentiis for Target line, encompassing cookware, ceramic bakeware, kitchen tools and specialty food. “My Tri-Ply Clad Cookware is made with three layers of metal, allowing the cookware to heat up quickly and cook food evenly. It is of professional quality and priced for everyone. I love it and you will too,” says the award-winning chef in promotional materials [19].

See all chefs. [14]

Photo credit: S_Bukley / Shutterstock.com

Curtis Stone

Hy-Vee [21] has an exclusive agreement with Australian celebrity chef Curtis Stone [22], known by American audiences from Food Network’s "Iron Chef America" and Bravo’s "Top Chef Masters" and "Around the World in 80 Plates." As part of his relationship with the West Des Moines, Iowa-based grocery chain, Stone creates recipes emphasizing fresh and seasonal ingredients. Hy-Vee is one of several retailers merchandising Curtis Stone-brand pots, pans and kitchen gadgets that are demoed by Hy-Vee chefs during “Make It, Bake It with Curtis Stone Cookware” classes.

See all chefs. [14]

Photo credit: Photo Works / Shutterstock.com

Marcus Samuelsson

The “Marcus Samuelsson [23] American Table for Belgique” cookware collection is a Macy’s exclusive. Born in Ethiopia and raised in Sweden, Samuelsson spent his adult years in America where he was inspired by the country’s eclectic cuisine. Designed with ethnic cooking in mind, the 10-piece cast aluminum cookware set features a lightweight material with cooking features similar to cast iron, including excellent heat conductivity as well as an energy-saving heat conductor, according to promotional materials. The collection is an extension of Macy’s exclusive Belgique cookware line.

See all chefs. [14]

Photo credit: Kai Hecker / Shutterstock.com

Rachael Ray

United Supermarkets [24], Lubbock, Texas, scaled back its cookware and bakeware SKUs from All-Clad, Cuisinart and Emerilware since they weren't leveraging sufficient economies of scale, Vicki Gay, business manager for United Supermarkets’ Dish Retail, told SN. “It was very difficult for us to compete pricewise with big box stores that carry a large volume of cookware,” she said. One line that made the cut was Rachael Ray [25] Bubble & Brown stoneware from the Emmy award winner television chef. This along with Rachael Ray EVOO (extra virgin olive oil) bottles and Garbage Bowl — used to collect eggshells and other scraps during food prep — have been a hit with shoppers. “Rachael Ray demos her merchandise every day on TV so advertising is built into the product,” said Gay.

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Photo credit: Helga Esteb / Shutterstock.com

Emeril Lagasse

Emeril Lagasse [26]’s Emerilware is owned by Martha Stewart who purchased the brand for $50 million in 2008. The cookware line is sold at different outlets including Macy’s, which recently shared plans to drop the line from its 800 stores. Though the timing coincides with a breach of contract lawsuit filed by Macy's against Martha Stewart Living Omnimedia for forging a deal with rival JC Penney, Macy’s says its decision is strictly based on sales, according to reports.

See all chefs. [14]

Photo credit: Kai Hecker / Shutterstock.com