The Revere Ware brand has been acquired from Instant Brands by Full Sail IP Partners, an intellectual property firm. They say:
Revere Ware is a classic American brand with a strong heritage of quality and innovation. We believe Revere Ware has the potential to be a leading player in the cookware market once again and are confident that Full Sail IP Partners is the right partner to help Revere Ware achieve its full potential.
Sounds good, right? The resurrection of the classic brand. But read farther and you get:
Full Sail IP Partners plans to build the Revere Ware brand and expand its product line at retail by cultivating strategic licensing partnerships not only in cookware but also in other complementary areas such as bakeware, flatware, dinnerware, kitchen gadgets and others that align with Revere Ware’s brand equity. The company also plans to launch a new website and social media presence for the brand.
Oh, ok, so they plan to license the brand to others to other kitchen product makers that will produce items under the name. Call me skeptical, but that doesn’t sound like a return to quality; that sounds like ringing any possible value that may remain in the brand (while it still has any) through licensing deals with others that want to elevate cheap kitchen items with the brand name. Given how long it has been since the Revere Ware brand has been associated with quality (4 decades) and the now 5 year absence from the market, I wonder if there is any elevation left in the brand.
The other two brands on listed on their website are Weatherbeater (paints) and Odwalla (juices); not exactly strategic to the kitchen space.
I searched the Instant Brands bankruptcy for information on the sale of the Revere Ware brand, but was unable to find anything. It appears they sold substantially all of the cookware products division assets in late September / early October to a holding company set up to purchase the assets. I’m guessing that this holding company has sold off the Revere Ware brand rights to Full Sail OP Partners.
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