NEW YORK, May 18, 2021 /PRNewswire/ -- OXO, the
award-winning consumer brand from the Housewares segment of Helen
of Troy Limited (NASDAQ: HELE), today announced the launch of a new
line to its catalog of products: OXO Outdoor. Expanding OXO's
portfolio of tools and gadgets beyond the home, the line brings the
durability and thoughtful, universal design of OXO's iconic
products to create better outdoor cooking and clean-up experiences.
OXO Outdoor is launching exclusively with retail partner
REI and will be available on REI.com and at REI stores across
the country beginning May 2021.
OXO is creating better gear for better outdoor cooking and cleaning
experiences.
For over 30 years, OXO has been a trusted brand that makes the
everyday better, creating thoughtfully designed tools that help
make tasks and chores around the home easier: cooking, baking, food
storage and organization, coffee and tea brewing, cleaning and baby
care. With OXO Outdoor, OXO saw an opportunity to provide quality
cooking and cleaning tools that make outdoor experiences better,
identifying an un-met need for tools on par with other outdoor
equipment. OXO's sister brand Hydro Flask is a leader in the
outdoor hydration and gear channels. Its strong retail relationship
with REI, combined with deep understanding of the market, provided
OXO the perfect opportunity to enter the outdoor category.
From casual day and car campers to experienced trail
enthusiasts, OXO Outdoor brings a selection of durable tools to
meet the unique needs of campsite kitchens, without compromise in
quality or experience. OXO Outdoor is launching an initial
assortment of ten products, a curated collection of items from
OXO's catalog that are best suited for the outdoors and carefully
selected by OXO and REI, including sturdy grilling and cleaning
tools, a portable and durable cutting board, a comfortable can
opener, knife with protective sheath, and a shatterproof French
press coffee maker.
REI and OXO will continue to share insights on customer needs to
improve the outdoor kitchen experience and intend to develop and
roll-out a thoughtful assortment of new, innovative tools for year
two and beyond. Product development insights gleaned from REI's
co-op community of camping enthusiasts help to identify
opportunities for better outdoor cooking tools and experiences
through focus groups and rounds of hands-on testing at
campsites.
OXO began to prioritize the outdoors in March 2020, as it officially joined 1% for the
Planet, a global community of brands giving back to environmental
nonprofits driving positive impact. OXO committed to give back 1%
of annual sales to select non-profit organizations that champion
environmental causes, providing millions of dollars of funds and
resources to organizations that are addressing some of the most
pressing environmental issues of the day. Now, OXO is proud to be
1% for the Planet's leading housewares brand and largest corporate
donor.
"At OXO, we're always searching for ways to make consumers'
lives better," says Larry Witt,
President of Helen of Troy Housewares. "Our research showed that
outdoor focused consumers were not provided access to high quality,
functional cooking tools designed for the outdoors, and as a result
many used worn or retired tools from their homes. OXO is creating
better gear for better outdoor cooking and cleaning experiences,
uniquely framed for campers and their needs. The creation of the
new OXO Outdoor line has broad and exciting implications for our
brand — new challenges to tackle, new experiences to improve —
another proof point of OXO making every day better."
"As more people turn to the outdoors to reconnect and unwind
with friends and family, we recognize the importance of offering
products to help them elevate their experience," said Melissa Paul, REI senior merchandising category
manager. "We're thrilled to offer the OXO Outdoor collection to our
customers first, and we are excited for what's next as we work
together to solve a unique challenge in the camp space. It makes a
lot of sense for us to partner with brands like OXO, already known
for designing great kitchen tools, to help us bring the best of the
indoors, outside."
The OXO Outdoor collection will initially be sold exclusively at
REI starting in May 2021, and
includes:
- OXO Outdoor Flexible Silicone Utensil 2-Piece Set: This
two-piece silicone utensil set features high-heat resistant
construction ideal for camp stove cooking. MSRP $16.95
- OXO Outdoor Grilling Turner and Tongs Set: Durable duo
fit for any grilling adventure, with a built-in bottle opener for
campsite convenience. MSRP $19.95
- OXO Outdoor Can and Bottle Opener: Comfortable,
dependable design for effortless opening. MSRP $14.95
- OXO Outdoor Campsite Squeeze Bottle Set: A reusable
solution for storing, mixing, measuring, and dispensing cooking
oil, condiments, syrup, soap, and more in camp kits. MSRP
$9.95
- OXO Outdoor Steady Surface Cutting Board:
Dependable, double-sided design for stability in any camp kitchen
setup. MSRP $11.95
- OXO Outdoor Pots and Pans Scraper: Efficiently clear
leftover food, grease and grime from dishes and cookware with one
handy tool. MSRP $5.95
- OXO Outdoor Cast Iron Grill Pan Brush: Tough enough to
tackle cast iron and carbon steel cookware, gentle enough for
non-stick pots and pans. Scrubs without soap or detergent to help
preserve seasoning and protect surfaces. MSRP $9.95
- **COMING SOON** OXO Outdoor Campgrounds
French Press: With a shatterproof Tritan Renew carafe—made from
50% certified recycled contents—the OXO Outdoors Campground French
Press has a better-for-the-planet design for better coffee,
anywhere. MSRP $24.95
- **COMING SOON** OXO Outdoor 8-inch Chef's
Knife with Protective Sheath: Sharp, durable, and comfortable
camp kitchen essential with a protective sheath that keeps knife
safe and helps retain blade edge. MSRP $14.95
- **COMING SOON** OXO Outdoor Griddle
Turner: Durable, professional-grade turner is the perfect
partner for grill pans, griddles, and cast-iron cooktops. MSRP
$13.95
Visit REI.com for up-to-date product
availability and information.
About OXO
For over 30 years, OXO has been globally recognized for
its groundbreaking, award-winning universal product
design. Starting with the iconic OXO Good
Grips Swivel Peeler in 1990, OXO has paired innovation and
purpose to create tools and gadgets that make everyday living
better, every day. Today, OXO makes products that span several
home categories: cooking, baking, cleaning, storage and
organization, coffee, baby. The brand has won over 100 design
awards worldwide; its products reside in the collection of the
Museum of Modern Art and the Smithsonian Cooper Hewitt National
Design Museum. OXO consistently challenges convention, solving
problems and anticipating needs with thoughtful,
modern design solutions. OXO is a proud member of 1% for the
Planet, committing 1% of their annual sales to support
environmental nonprofits. Learn more about how OXO is making
the everyday better at www.oxo.com.
About Helen of Troy Limited
Helen of Troy
Limited is a leading global consumer products company offering
creative solutions for its customers through a strong portfolio of
well-recognized and widely-trusted brands, including OXO,
Hydro Flask, Vicks, Braun, Honeywell, PUR, Hot Tools
and Drybar. We sometimes refer to these brands as our
Leadership Brands. All trademarks herein belong to Helen of Troy
Limited (or its subsidiaries) and/or are used under license from
their respective licensors. For more information about Helen of
Troy, please visit www.helenoftroy.com.
Contact: Mary Ogushwitz,
mogushwitz@oxo.com
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SOURCE OXO