HOFFMAN ESTATES, Ill.–Kmart has reached an agreement to be the exclusive retailer for celebrity chef Gordon Ramsay’s collection of cookware, dinnerware, cooking utensils and small kitchen appliances.
Called Gordon Ramsay Everyday, the collection, which will debut this fall at Kmart stores, will be priced in the retailer’s middle price ranges for these product categories. According to Amy Parker, chief marketing officer for home for Sears Holdings, Kmart’s parent, the launch will include an integrated marketing and communications program, which will encompass broadcast television, print and digital media such as Facebook Twitter and tie-ins with the mykmart.com community. The line “will have a strong presence on the (Kmart) website, and we will reach out to the blogger community and maybe include YouTube,” Parker said.
The owner of a number of restaurants throughout the world, Ramsay achieved fame by appearing on television shows such as “Hell’s Kitchen USA” and “MasterChef” in the United States; and on “Ramsay’s Kitchen Nightmares,” “The F Word,” “Ramsay’s Best Restaurants” and “Christmas with Gordon” in the United Kingdom and throughout the world. He has also authored a number of recipe books and his autobiography, “Humble Pie.”
In a Kmart statement, Ramsay said many of his fans have sought advice from him on creating fine-dining experiences. “By developing this line, I can make the right tools available to them,” he said, “and in working with Kmart, I can guarantee each product is being offered at an accessible price.”