Calphalon

Calphalon, the leading manufacturer of professional quality cookware for the home chef, decided to pursue the outlet-loving affluent retail shopper with its first branded store.

The challenge was to create a retail space that presents a value story to the shopper looking for close-out bargains while maintaining the legacy and authenticity of this high-end brand.

The Interbrand Design Forum team immersed itself in the retail brand, traveling to Chicago to experience Calphalon’s cooking benefits first hand at their culinary center. The inspired team designed a dramatic demonstration area and special storytelling sections that explain the three cooking surfaces (anodized, stainless steel and nonstick) with dynamic media presentations, focal fixtures and educational graphics.

The store’s traffic pattern takes shoppers from high-end to factory close-outs, communicating a strong value proposition. The new space also gives Calphalon the opportunity to present its full line of products, which they have been unable to do in other retail venues.

The result is a dynamic, upscale branded outlet store well-positioned to reach the growing number of aspiring gourmet cooks. The channel is helping to boost the sales of all Calphalon’s lines, while testing how far to extend their brand into cooking accessories.