Dive Brief:

• Walmart has once again partnered with Drew Barrymore for an exclusive product launch. Beautiful Kitchenware, a brand developed by the actress and Made by Gather, released its first product line exclusively at Walmart. 
• The collection features a touchscreen air fryer, toaster, blender and coffee maker, according to a company press release. Beautiful Kitchenware will release over 150 kitchen appliances and cookware in a selection of colors, with the majority of products priced under $100. 
• The kitchenware products will be available at Walmart.com starting Monday and at Walmart stores nationwide on April 19, per the release.

Dive Insight:

Walmart has been on the move to build and keep its high-profile partnerships. Just recently, the retailer named acclaimed fashion designer Brandon Maxwell as creative director for Free Assembly and Scoop.

Several celebrities, including Barrymore, Neil Patrick Harris and LeBron James, hosted video sessions for Walmart's virtual summer camp and drive-in movie experience about a year ago.

Barrymore, in particular, has been working with Walmart over the years on different projects. In 2019, the retailer announced the launch of a furniture and decor collection inspired by the actress's travels dubbed Drew Barrymore Flower Home. Barrymore's Flower brand cosmetics was also released in Walmart in 2013.

Walmart's goal with this partnership may be to strengthen its relationship with the actress and at the same time tap into a category that is enjoying a tremendous amount of growth during the pandemic. The kitchenware brand has already shown success — its air fryer sold out in less than 24 hours after its debut on the Drew Barrymore Show, thereby illustrating its potential as a lucrative partner.

While many retailers in various categories faced a significant decline in sales, others were forced to close stores permanently or file for bankruptcy. The home category emerged as an unlikely winner during the pandemic as consumers continue to spend more time working and cooking their own meals at home.

In February, home goods was one of the few categories that showed a year-over-year sales increase at 5.1%, according to numbers from the U.S. Department of Commerce tracked by Retail Dive.

Up against name brands in the cookware space, Beautiful Kitchenware touted its touchscreen technology, elegant design and contemporary colors in the release. "The designs, colors and performance of our products are unlike anything on the market right now, and we look forward to seeing these products add elegance and beauty to kitchens across the country," Made by Gather founder and CEO Shae Hong said in a statement.