KEWASKUM, Wis.–Regal Ware has decided to close its retail cookware business to concentrate on its larger, direct-to-consumer business.
Its retail cookware business “was gaining traction, but very slowly,” Jeff Reigle, president and CEO, told HFN. “The line itself was not profitable. The real issue is that we don’t have a brand name, and to establish a brand name didn’t make financial sense…It made more sense to concentrate on the direct-to-consumer side.”
The company re-entered the retail cookware business in 2007 and worked with chefs Marcel Biro and Marcus Samuelsson before focusing on its American Kitchen brand. All of its cookware is made in the U.S.
Reigle added that he appreciated all of the support given to the company by its retail partners, and Regal Ware is working with those that carried the line to wind it down.
This is the second time Regal Ware has exited the retail cookware business, having sold the business the first time to Newell in 1999.