Target stores to give Caraway pots and pans in online cookware company's most significant push into brick-and-mortar

Target stores to give Caraway pots and pans

October 19, 2022: -Online cookware company Caraway is making its most significant push yet into brick-and-mortar stores with its pots and pans, which enters 350 Target stores this week.

Target is becoming the largest retailer to sell the brand in stores. Select Caraway products are sold in 80 Crate & Barrel stores, 80 Bed Bath & Beyond stores, and 20 Nordstrom outlets.

The New York City-based startup is from the many famous brands, which sells directly to shoppers online and has since turned to stores to drive growth and appeal to a broader customer base.

Warby Parker and Allbirds, for instance, have opened stores to reach new customers, becoming profitable. Peloton recently struck a deal with Dick’s Sporting Goods, planning to carry its bikes, treadmills, and other products in over 100 stores in time for the holidays.

“Nothing comes that experience of feeling the weight in your hands or to see the color in person,” Caraway founder and CEO Jordan Nathan stated in an interview.

Nathan said that stores could help win over new customers, particularly those who might be hesitant regarding springing for a roughly $400 cookware set. He said retailers like Target have large wedding-registry businesses, boosting sales and selecting expensive items.

Some retailers, like Bed Bath & Beyond, also experience popular online brands to attract younger shoppers.

Target stated that Caraway’s addition is part of a broader effort to attract customers with an exciting mix of merchandise, from young brands and unique items to popular national names. It sells other digital-first and direct-to-consumer brands. This month, it started selling an exclusive line of Tupperware, a brand commonly sold in person at parties and online.

For another reason, direct-to-consumer brands may want more shelf space ahead of this holiday season. Shoppers are willing to do more of their buying in person as Covid-19 concerns fade and inflation fuels the demand for deals.

According to Nathan, about 40% to 50% of Caraway’s sales also occur in the fourth quarter, when shoppers purchase gifts or get ready to hold holiday dinners and parties. That is in line with typical kitchen category sales.

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Target stores to give Caraway pots and pans
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Target stores to give Caraway pots and pans
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Online cookware company Caraway is making its most significant push yet into brick-and-mortar stores with its pots and pans,
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The Women Leaders
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