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Bessie Nestoras -- Gifts and Dec, 8/22/2010 11:49:56 PM
When it comes to today's housewares, it's all about high design and high quality. Shoppers are looking for design-driven products that are also functional. "People are looking for fun, fashionable things to brighten the kitchen up," says Pam Hammond, owner of Paddington Station, Ashland, OR.
People cook, people serve. Any housewares item is going to sell at some point," says Linda Heidinger, owner of Lancelotti and Alphabets in New York. With more and more people entertaining at home, they're going to need the proper items to prepare their feast. But gift retailers should focus on the smaller items, things that shoppers can't find at the big boxes.
| White Wine Aerator. $39.95. Vinturi. 877.846.8874. www.vinturi.com Reader service #879 | 
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Cul-de-poule bowl and whisk is part of the Essentiel de Patissiere collection by Matali Crasset and French chef Pierre Herme. Made of stainless steel and silicone. Bowl, $146; whisk, $55. Alessi. 212.431.1310. www.alessi.com Reader service #882 |
| Mellow mixing bowls feature a non-skid bottom and come with snap-tight lids. $32.99 for an eight-piece set. Zak Designs. 970.985.4605. www.zak.com Reader service #881 | 
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"I can't compete with the big boys. So I focus on things that they don't want to carry," explains Hammond.
She carries gadgets that shoppers haven't seen before. "I have an acrylic garlic twist that peels the garlic. It's colorful and fun and inexpensive. It's a new toy for them," she explains. And that is how to make the sale. Offer shoppers new toys and they're sure to pick them up.
In her Lancelotti location, Heidinger says she does carry some of the bigger housewares items, but in her Alphabets store, she focuses mostly on the novelty housewares. "I do see a lot of customers come in and say ‘This is so cool. I have to have it'," she says.
While many people look at design-driven product and think high prices, that isn't the case. At Lancelotti, something as simple as a set of four nesting bowls from Joseph Joseph is one of the store's better sellers. "The palette is just gorgeous and the price is really good at $50," she says.
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Aroma coffee set includes a cocoa jug, milk jug, cream pitcher, cappuccino cup and more. Koziol. 011.49.6062.6040. www.koziol.de Reader service 880 |
| Spaghetti scrubs don’t need detergent. Just a tiny dab of soap can be used to wash the dishes. $8.99. Roland Products Inc. 800.321.2226. www.goodbyedetergent. com Reader service #876 | 
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But often times, design trumps price, but it has to be a good value. "I can sell high-end products, but it has to have value," says Hammond. One of the better sellers at Paddington Station is SodaStream, a device that aerates your water. "The opening model is $100, but the customers have to come back for a refill cartridge. Ninety percent of the people are just so happy and rave about it," says Hammond.
Heidinger also finds that her customers are willing to spend a little more on a well-designed product. "Even in this economy people are willing to spend on good design. They might have to wait until they can afford it, but they're willing to wait and spend the money," she says.
Because today's housewares are so design driven it's easy to mix them in with general merchandise. Lancelotti is a small store, so Heidinger doesn't create separate sections. "The store is more like a general store with fixtures from floor to ceiling. The color and materials organize the store," explains Heidinger.
Pam Hammond of Paddington Station, however, has a housewares section in the mezzanine area of the store. "In one half I do tabletop and the other half is ‘Gadget Alley'," she explains. "People love it. I have 30 different types of spatulas," she says.
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The Y-Grinder is a twin chamber salt and pepper mill. 4½”x2½”x7¾”. $40. Joseph Joseph. 866.940.1875. www.josephjoseph. com Reader service #878 |
| Scroll cupcake baking liners also come in turquoise and chocolate. $3.95 for a pack of 50. Sutton Groumet Paper. 901.679.3874. www.suttongourmetpaper. com Reader service #877 | 
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This mug and bowl set by Amy Ruppel is part of the Artist Series. $19.99 each. Aladdin. 800.251.4535. www.aladdinpmi. com Reader service #875 |
As with any product category, create fun displays around a certain theme and cross-merchandise. "Baking is big. Anything cupcake related is doing well," explains Hammond. The store owner offers baking products, but then ties it into the gift end with lip balm and a cupcake set from Meri Meri. For a wine display, Hammond bought an arch and covered it in grape vines and wine-themed ornaments from Midwest-CBK.
It's important to understand the business and, according to Heidinger, be sensitive to what people want. "Keep things fresh and new and watch your price points. Housewares are tricky, margins can be really tight," she advises.
"Treat it as a fashion item," says Pam Hammond. If you take that advice, it will be easy to create stylish store displays.
We would love your feedback!
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