Dive Brief:
- Reflecting a product expansion, DTC kitchenware brand Caraway on Tuesday launched a prep set and cutting boards.
- Originally known for its line of pots and pans, Caraway’s new products include 10 knives, shears, utensils and a four-piece board set made of Eastern European Forest Stewardship Council-certified birch. The products can be bundled together for $580 or sold as individual sets — $395 for the prep set and $185 for the board set.
- The sets are available exclusively on the Caraway website and will be at select retailers for the holidays, according to an email sent to Retail Dive.
Dive Insight:
Caraway has worked to expand its portfolio since launching in 2019 with non-toxic and non-stick cookware products.
In addition to its most recent launch of prep sets and cutting boards, the DTC brand has introduced steamers, linens and food storage.
Caraway has been using the $35 million it secured last year in a funding round led by McCarthy Capital to create and market the new products. The company has also added personnel to its team and expects to have more than 55 employees by the end of the year.
“Each piece in the prepware collection was selected to be in our final sets based on customer surveys of the most used shapes and knife blades, and the modular storage was a direct response to a need for a more flexible countertop and in drawer solution,” Jordan Nathan, Caraway founder and CEO, said in an email to Retail Dive.
As a way to broaden its customer base, the brand has continued to find ways to expand its wholesale footprint, selling online through Macy’s, The Home Depot and registry marketplace Joy.
The company has also grown its offerings with ongoing partners, which include Target, The Container Store and Crate & Barrel. It expects to be in over 800 retail locations by October.
The idea behind Caraway came after Nathan had been developing a cookware set made with Teflon for another home goods brand and during the testing process, accidentally left an empty pan on a burner.
“After 45 minutes, my apartment was full of fumes and had a chemical smell,” Nathan said. “I called poison control to see if I was in danger and learned that I had been exposed to Teflon poisoning. This is what gave me the idea for Caraway. I knew there had to be a safer option.”
Nathan noticed a gap in the market for ceramic, design-forward non-stick cookware. “We’ve continued to innovate with additional products for the kitchen including non-toxic cookware, food storage set, tea kettle, bakeware and more,” Nathan said.
