Dive Brief:
- DTC cookware brand Our Place has launched at 650 of Target’s roughly 2,000 locations, per an email release sent to Retail Dive.
- The brand’s signature Always Pan 2.0 and Mini Home Cook Duo Set will debut both in-store and online at Target. The products come in the company’s traditional colorways of Steam, Char, Spice and Sage, while also introducing Indigo as an exclusive color for Target shoppers.
- Additional Our Place products featured on Target’s website include the Perfect Pot ($165), Cast Iron Always Pan ($155), Cast Iron Perfect Pot ($175) and the Our Place Knife Trio ($145).
Dive Insight:
Our Place’s partnership with Target further extends the brand’s distribution channels.
The Target expansion comes on the heels of Our Place launching on the Amazon store earlier in October. Together, the launches at two of the industry’s biggest retailers gives Our Place another way to expand its selling universe and meet new customers.
Our Place also sells products through a wholesale partnership with Nordstrom in the U.S., as well as such U.K. retailers as Selfridges, Harrods and Liberty.
“Despite this expansion, Our Place sales are still over 90% direct to consumer,” co-founder Shiza Shahid said in an email to Retail Dive. Shahid added that “while wholesale is a growing part of our brand” it hopes to bring its sustainable and toxin-free products wherever they shop.
The brand touts its own website as offering convenience to customers by offering free shipping to most zip codes, delivering order within two to three days, offering free returns and providing customer service to individuals. "We expect wholesale to become a bigger portion over time," Shahid said.
Shahid launched Our Place in 2019 just before the pandemic as a way to bring people together over home cooked meals made using simple, organic, environmentally friendly cookware.
“In an industry that made everyone feel inadequate, we took a new approach and created products that celebrated the beauty and joy of home cooking,” Shahid said on the brand’s website. “Our work here is rooted in authenticity and representation — celebrating all our traditions from Nowruz to Nochebuena, Ramadan to Shabbat.”
In addition to its wholesale partnerships, Our Place opened brick-and-mortar locations in 2022. The brand has two stores in Southern California, one in West Hollywood and the second in the Venice neighborhood of Los Angeles.
