Tradition-rich Cookware Maker Makes Major Move into America’s Kitchens

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WMF is targeting U.S. market with an upper-end brand that appeals to food preparers with nutrition and the environment in mind.

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...the time is right to launch the Silit brand in America.

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WMF Americas Group Inc., a fully owned subsidiary of the leading German cookware manufacturer WMF Group, is introducing its innovative Silit brand of cookware throughout the United States with confidence of an enthusiastic response from American consumers.

“Based on our tremendous success with cookware and embracing healthy living as a core value, WMF Americas Group Inc. knows the time is right to launch the Silit brand in America,” said Deborah Corrado, senior vice president of sales and marketing for WMF Americas Group Inc., which is based in the Charlotte, N.C., area.

In recent years, primarily through the Internet and in specialty outlets, Americans have experienced Silit’s high quality in a limited capacity. Now, WMF Americas Group Inc. is broadening access at a time when its other brands are enjoying robust sales growth worldwide.

Corrado said that WMF Americas Group Inc. is confident that price-conscious American consumers will embrace the opportunity to equip their kitchens with this upper-end brand cookware.

In particular, she believes that U.S. households will be attracted to Silit’s tradition of durability, cooking efficiency, dedication to healthy eating habits and fashion-forward color collections.

“Americans want to bring high-quality products into their lives that will last,” she said. “This recession has taught us that, while we are historically a ‘throw-away’ society spending on a product that maintains its usefulness and adds to the quality of our lives is a better investment. The Silit brand satisfies those needs.”

WMF Americas Group Inc. also is backing up its American launch of Silit with the hiring of industry veteran Buzz Leer as national sales and brand manager.

“We believe in the Silit brand and product to such an extent,” Corrado said, “that as lean of a company as we are, it was important to bring on a national sales brand manager to focus the Silit brand’s U.S. launch.”

About WMF Group:

Founded in 1853 and based in Geislingen, Germany, WMF is a retail and institutional culinary product designer and supplier, with roughly 6,000 employees in Germany, the United States and 10 other countries on three continents. WMF, with about $1.2 billion USD global business annually, has built its reputation on quality and sophistication in products that are relied on in the kitchens and dining rooms of consumers, hotel operators and caterers. Along with Silit, its brands include WMF, Alfi, Auerhahn, Boehringer Gastro Profi, Hepp, Kaiser, Petra Electric, Princess and Schaerer.

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