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Brand Strategy

While legacy brands like All-Clad and Le Creuset continue to dominate the world of cookware and other kitchen tools, a handful of new brands have grabbed our attention with some seriously impressive launches over the last decade. Two standouts are Made In and Material, which have garnered massive followings in the direct-to-consumer retail market.

The release of a stainless-clad frying pan in 2017 marked a new era for a family-owned kitchen supply business that’s been around since 1929, now known as Made In. The brand designs pieces with input from chefs like Grant Achatz and Nancy Silverton to ensure functionality.

In 2018, friends Eunice Byun and David Nguyen founded Material, which has built its reputation on gorgeous, performance-oriented kitchen goods, ranging from cookware to tableware. Working with an in-house design team, the brand continues to produce a tight, curated collection of pieces.

We put these brands head to head in four categories …

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