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WHITE PLAINS, N.Y.-In a return to its roots as a "lifestyle" brand, Dansk International Designs, a division of Lenox Inc., is introducing an extensive line called Dansk Kitchen, which will debut at the Housewares Show in Chicago in January.

The new collection, which will include more than 400 stockkeeping units, will include items for "tabletop, entertainment and food preparation," according to John Behringer, vice president of design. "It's a lifestyle line in that it includes products that can go from the kitchen to the table. It addresses both the functional and design points of view."

"This is no different than what the brand has always been," said Jeanne Allen, vice president of merchandising and development. "When the brand was first introduced in the '50s, it was a lifestyle brand."

"We've taken some of the classic designs done in the '50s and brought them back and adapted and reproduced them, so it's also a continuum for the new generation," added Behringer.

The line ranges from food preparation items, such as anodized cookware, cutlery, measuring cups, colanders and mixing bowls to dinnerware, flatware, drinkware, and table linens and textiles, as well as hors d'oeuvre trays, chip-and-dip serving platters, and plastic serveware and paper products. Also offered are accessories, such as napkin rings, ramekins, sugar bowls, creamers and trivets, as well as decorative pieces, such as candle holders and vases.

Dansk Kitchen will be marketed to specialty, gourmet and cookware stores, as well as big-box retailers, according to Allen. "We're trying to support those channels of distribution that support us as a brand," she said.

The line will be sold in 16-piece sets as well as hand-painted open-stock collections, said Orlando Gencarelli, vice president of sales and marketing. He added that it will hit the middle to upper-end price points. Allen described the line as a "better bridge brand," adding that with its consistent look throughout the line, it will be sold as a "one-stop shop."

"There will be groupings within the Dansk name, but consumers will be able to mix and match throughout the entire line," Behringer said. Such dinnerware and accessory groupings include San Nicolo, the most extensive collection of Dansk Kitchen; Tulip; Morello; San Martino; Arento; Santiago; and Arelli. They run the gamut from stoneware to solids to floral and fruit patterns, and most are designed in similar colorways, with blues, greens, yellows and reds being the predominant shades.

"We've taken time into consideration when designing the line," Behringer said. "A consumer can purchase any or all of the products, and they all have the same design statement. We will continue to add to the groupings, or collections, so it's continual." Added Allen: "It's just like the old tag line, `Everything Dansk goes with Dansk.' "
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Author:Webb, Carla
Publication:HFN The Weekly Newspaper for the Home Furnishing Network
Date:Nov 27, 2000

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