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Hamilton Beach/Proctor-Silex, Inc. Partners With the M. E. Heuck Company to Launch a Complete Line of Cookware and Kitchen Gadgets.

GLEN ALLEN, Va., July 30 /PRNewswire/ -- Hamilton Beach/Proctor-Silex, Inc. continues to expand its brands' presence within the kitchen by signing an exclusive agreement with Mason, Ohio-based M. E. Heuck Company. The multi-year partnership grants a license to M. E. Heuck Company for the use of the Hamilton Beach(R) and Proctor Silex(R) trademarks on a line of cookware and kitchen gadgets.

M. E. Heuck has a long heritage in kitchens across America. With its origins in 1922 as a seasonal kitchen gadget manufacturer, M.E. Heuck has, over the past decade, evolved into a leading manufacturer and distributor of a wide range of quality cookware and kitchen gadgets. This partnership with Hamilton Beach/Proctor-Silex will further accelerate M.E. Heuck's growth and expansion within these categories. The products will be available nationwide by early 2008.

"Hamilton Beach/Proctor-Silex is thrilled to partner with M.E. Heuck to bring best-in-class cookware and kitchen gadget products to our customers," said Hank Wood, Hamilton Beach/Proctor-Silex's Director, Strategic Business Development. "M.E. Heuck has a proven expertise in these categories. Through this partnership, the same high quality, dependability and consumer-inspired innovation consumers expect from our brands will soon be available in these new lines of Hamilton Beach(R) and Proctor Silex(R) brand cookware and kitchen gadgets."

Steve Johnson, President of M.E. Heuck, said, "We will be offering cookware and kitchen gadgets that are consistent in image, quality and innovation with the Hamilton Beach(R) and Proctor Silex(R) brands. We currently are sold in many of the same retailers, and will supply the same value, reliability, and service that Hamilton Beach/Proctor-Silex customers expect. We believe that this is a great partnership and look forward to working with Hamilton Beach/Proctor-Silex to broaden the brands at retail."

Brand Sense Partners LLC, a Los Angeles-based brand extension and strategic business development agency represented Hamilton Beach/Proctor-Silex in establishing the deal and will assist in the management of the partnership. "Both Hamilton Beach/Proctor-Silex and M. E. Heuck share a long commitment to innovation and value in their respective product categories. Through this partnership we fully expect that they will create a product line worthy of the Hamilton Beach(R) and Proctor Silex(R) brands and distribute to consumers a better cookware and gadget solution at a reasonable price," said Ramez Toubassy, President of Brand Sense Partners. Consumers may expect to see products on shelf nationwide early next year.

About Hamilton Beach/Proctor-Silex, Inc.

Hamilton Beach/Proctor-Silex, Inc. is a leading designer, distributor and marketer of small kitchen, garment care and home health appliances. The company's corporate headquarters is located in Glen Allen, VA. For information on other innovative Hamilton Beach(R) and Proctor Silex(R) products, visit the company's Web sites at http://www.hamiltonbeach.com/ and http://www.proctorsilex.com/.

About M. E. Heuck Company

The M. E. Heuck Company was founded in 1922 by Mathilde E. Heuck to market her invention, the turkey lacer. Heuck is still recognized as the leader in the seasonal gadget category. Heuck manufactures and markets kitchen gadgets and cookware and is found in every channel of distribution in the US.

About Brand Sense Partners

Brand Sense Partners, LLC accelerates the growth of new categories of business for their clients by leveraging their brand equity and other strategic assets. The firm's visionary team of diverse industry experts develop, analyze and then execute new business initiatives -- while reducing capital costs, risk and time to market. The result: new highly profitable revenue and accelerated strategic business growth. Brand Sense's broad range of clients include consumer brands in the sports, entertainment, automotive, retail, fashion, cosmetics and technology industries. Brand Sense Partners is headquartered in Los Angeles. For more information on Brand Sense Partners, please visit http://www.bsp.com/.

CONTACT: Rory Swikle of Brand Sense Partners LLC, +1-312-755-6207, rswikle@wheatleytimmons.com, for Hamilton Beach-Proctor-Silex, Inc.

Web site: http://www.hamiltonbeach.com/ http://www.proctorsilex.com/
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Publication:PR Newswire
Date:Jul 30, 2007
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