Dive Brief:
- Made In Cookware has expanded its North American operations with the launch of a Canadian website, according to a company press release.
- With the new site, the company now promises two- to five-day shipping to most of the country due to a partnership with a new Canadian fulfillment center.
- The move into the Canadian market represents a concerted effort to expand international distribution, according to the company.
Dive Insight:
Made In — which was founded in 2017 based around a fourth-generation, family-owned kitchen supply business — now services more than 2,000 restaurants with its collection of high-performance cookware. Adding Canada to the mix gives the brand an additional market to sell directly to consumers.
“We are excited to celebrate Canada Day this year by launching a new and improved shopping experience at madeincookware.ca," co-founder and CEO Chip Malt said in a statement. "We invested time and resources into building out new capabilities that will ensure our customers in Canada have a great experience with our brand from their first encounter to product purchase and beyond."
With the launch of the Canadian website, the brand can grow even more, per the company. "We know the Made In customer is global," Malt said. "This launch is a vital first step in making sure we give each person who encounters our brand the best experience possible — no matter where they are located in the world."
Made In touts how its pans are used in thousands of global restaurants, 103 of which are Michelin-recognized restaurants. Made In products are currently in use in such Canadian restaurants as Canoe in Toronto, Old Mill in Stanbridge and Cabaret l’Enfer in Montreal.
Made In is based in Austin, Texas, where it has grown its physical footprint. At the time of the brand’s second opening, Malt said it was important for customers to be able to touch the merchandise as it might be their first time buying premium cookware.
A number of other DTC companies have expanded into Canada recently, including furniture brand Burrow in 2022, intimates brand Lively in 2023, and Saysh, the women’s footwear brand founded by Olympic champion Allyson Felix and her brother Wes Felix, in 2022.
