Bardwil to set a global table with new Wolfgang Puck license

Retail Editor 3, September 9, 2012


At the New York Market - Finding parallels in their philosophies on living and dining, Bardwil Linens said it has found a fitting new partner in celebrity chef Wolfgang Puck.

Through a newly forged licensing deal, the two parties have joined forces to create, market and sell a new branded collection of kitchen textiles and table linens that speak to Puck's signature cooking style that incorporates global flavors and inspiration - for all income levels of food lovers.

"We have been looking for the ideal brand to grow the table linens and kitchen textile categories. Wolfgang has earned international acclaim as an award-winning gourmet chef, an award-winning restaurateur, author, producer, and humanitarian. He embraces all cultures and income demographics," noted Alan Kennedy, president of Bardwil. "His philosophy is a perfect match with the Bardwil philosophy and ethic. We are very excited to bring this iconic brand to the home textile consumer."

Added Tom Lavan, president of Wolfgang Puck Consumer Products: "Bardwil has been the gold standard in the table linens business for more than 100 years. They are the perfect complement to our brand."

With the ink still wet on the agreement, details about the collection's product lineup are still in the works.

But Bardwil's svp of design, Susan D'Arcy, told HTT the offering will include some utility-type kitchen textiles as well as a variety of table linens styles - including some sustainable eco-friendly constructions -- that draw from Puck's broad audience-oriented businesses - from his upscale fine dining restaurants to his more casual and affordable "Express," "Pizza Bar," and "Bistro" eatery chains.

As such, Bardwil is looking to develop several tiers of products to cater to an equally broad consumer, from high-end department store to mass merchant discounters.

While the official launch is set for March 2013, the company expects to show early previews before that to retail customers.

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