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Cecile Corral

Ginsey covers it all, including kitchen sink

BELLMAWR, NJ — Ginsey Industries, traditionally a bath accessories manufacturer, is entering a new room in the home: the kitchen.

"We following our success story in bath and translating it into kitchen," said Jeffrey Cohen, vp, sales.

And Ginsey is hoping that the same way its signature coordinate toilet seat has successfully positioned the company as a bath accessory player, so will its new kitchen sink protector.

For Ginsey, the new kitchen sink protector represents not just a new category but also provides an opportunity to reach new retail partners and distribution.

"The kitchen sink mats merchandise in the housewares department of stores and the toilet seats are merchandised in the hardware departments, so with the new kitchen category we've managed to bring a soft decor side to the hard area of store," Cohen said.

Unlike most sink protectors, which come in plain solid colors, Ginsey introduced its line as a decorative coordinate to existing kitchen textile and table linen collections. For April market, Ginsey partnered with three kitchen textile and table linen manufacturers to produce coordinates to five of their top-selling existing patterns:

  • Ex-Cell Home Fashions' "Sonoma" design of grapes and other fruits;

  • Cecil Saydah Home Fashions' "Lavender" design of florals and also its "Nature's Table" fruit design;

  • Barth and Dreyfuss of California's "Cooking Class" design, a whimsical ensemble design of cooking ingredients and "Red Apple," an apple motif design.

All five collections coordinate with basic kitchen textiles — kitchen towels, pot holders, oven mitts, dish cloths. Some of the collections also include coordinating curtains, tie towels, chairpads, scatter rugs and aprons.

"Based on the reaction we got at April market, we're looking to include more designs and more licenses for the October market," Cohen said.

Ex-Cell, Cecil Saydah and Barth and Dreyfuss were all existing licensing partners for the bath category with Ginsey when the companies added Ginsey's kitchen lines to their mix. Cohen said he hopes more of Ginsey's 12 existing licensees for the bath — along with some new kitchen textile manufacturers — will also become partners for their kitchen category.

Ginsey's sink protectors come in two sizes — small and large. "We noticed that in the housewares departments that manufacturers were not specific with sizes, but only used small and large," Cohen said, "so we decided to keep in line that."

Manufactured at Ginsey's factory here, the sink protectors are made of vinyl and include drainage holes and suction cups to keep it in place. Price points are $7.99 for a small and $9.99 for a large.

Cohen pointed out the three main uses of sink protectors: to protect the kitchen sink from scratches; serve as a cushion for dinnerware, glasses, etc. and prevent them from breaking; and to make the sink a decorative part of the kitchen.

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