Private Label Kitchenware Design Will Never Be The Same

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IDEATE, the new game-changing web application from Lifetime Brands, allows retailers to create custom private label kitchenware programs.

IDEATE reduces design and engineering time by fifty-percent, which is a tremendous feat that takes custome private label kitchenware design to the next level.
- Dan Siegel, executive vice president, Lifetime Brands, Inc.

Lifetime Brands, Inc., launches IDEATE, a revolutionary web-based application that allows retailers to create custom private label kitchenware collections while cutting months off the design process, saving time and reducing costs. Not only does IDEATE offer retailers exclusive, high-design kitchenware products in record time, but the program also simultaneously streamlines and coordinates packaging and point-of-sale displays.

IDEATE offers more than 300,000 design combinations for handled and non-handled kitchen tools and gadgets, such as slotted turners, whisks, can openers and mixing bowls. Buyers can build exclusive custom private label kitchenware by selecting different handles, tool heads, materials, colors, finishes and brand badges to create a personalized look that fits their brand strategy. IDEATE enables buyers to understand cost and design immediately as they walk through the online program with a designer, so they can hit a “good,” “better” or “best” price point at the onset of a project.

The Lifetime Brands team researched and benchmarked every feature that goes into the creation of kitchen tools and gadgets, perfecting core elements such as comfort, durability, style and performance. IDEATE takes this expansive research and cooks it into every design.

According to Dan Siegel, Executive Vice President, Lifetime Brands, Inc., “As the industry leader for kitchenware products, private label product design is an important part of our corporate focus. The development of IDEATE is a major breakthrough in private label programming. In the same way a car can be customized by personalizing details, so can a line of kitchen tools and gadgets. From the curves of the handles to the colors, materials and finishes, our designers can work with a customer to quickly bring-to-life hundreds of thousands of design options to create an exclusive private label program. IDEATE reduces design and engineering time by fifty-percent, which is a tremendous feat that takes private label kitchenware development to the next level.”

Jason Poure, Vice President of SPARK, the advanced design division of Lifetime Brands, Inc., said, “There are three critical parts to creating a unique brand identity. First is product design, then point of sale and displays, and finally packaging. All of these things are combined within IDEATE to make the design process more efficient and engaging for our retail partners. And this is only the beginning. IDEATE will continue to evolve and adapt to the ever-changing needs of the marketplace.”

Lifetime Brands is the industry leader in creating custom private label programs for the kitchenware, cutlery, cutting boards, bakeware and cookware categories. Learn more about IDEATE, the web-based application for designing custom private label kitchenware products, available only from Lifetime Brands, Inc., at

About Lifetime Brands, Inc.

Lifetime Brands is North America's leading resource for nationally branded kitchenware, tabletop, home décor and lifestyle products. The Company markets its products under many of the industry's best known brands, including Farberware®, KitchenAid®, Pfaltzgraff®, Mikasa®, Misto®, Cuisinart®, Calvin Klein®, CasaModa®, Gorham®, International® Silver, Kirk Stieff®, Nautica®, Pedrini®, Sabatier®, TowleTM Silversmiths, Tuttle®, Wallace® and Vasconia®. Lifetime's products are distributed through most major retailers in North America.

For more news and information visit the Lifetime Brands Press Room at

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Lisa Lochner
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