Cooks Essentials is a popular brand of kitchen appliances and cookware that is known for its affordable prices and quality products. Cooks Essentials offers a wide variety of kitchen tools and gadgets, from air fryers and pressure cookers to pots, pans, and bakeware sets. While Cooks Essentials products can be readily found in stores and online, the ownership behind this successful brand is not widely known.
In this article, we will uncover who exactly owns and operates Cooks Essentials. We will look at the history of the company, its current corporate structure and leadership, as well as its manufacturing and distribution model. Whether you are a loyal Cooks Essentials customer or just curious about what is behind this extensive product line, read on to learn all about the ownership and operations powering the Cooks Essentials brand.
History of Cooks Essentials
Cooks Essentials was founded in 2004 by Sunbeam Products, Inc. Sunbeam Products is a leading manufacturer of small household appliances with a portfolio of popular brands such as Oster, Mr. Coffee, and HoMedics. The company saw an opportunity to launch a value-focused brand to complement its existing product lines and target budget-conscious shoppers.
The Cooks Essentials brand was born out of this strategy. By focusing on high-quality, affordably priced kitchen tools and appliances, Cooks Essentials carved out a niche in the market. The brand expanded through retail partnerships with stores like Walmart, Target, and Kohl’s. It also began selling its products through QVC and other television shopping networks.
Over the past 15+ years, Cooks Essentials has become one of the best-selling kitchen brands in the U.S. market. It has continued to innovate by adding new products to keep up with cooking and kitchen trends. All the while, Cooks Essentials has maintained its commitment to providing quality and value to its customers.
Current Corporate Ownership and Leadership
Today, Cooks Essentials remains owned by Sunbeam Products, Inc. The company is based in Boca Raton, Florida and is a subsidiary of Newell Brands.
Newell Brands
Newell Brands is a leading consumer goods corporation that owns a diverse portfolio of brands for the home and hardware market. In addition to Sunbeam, some of the other notable brands under the Newell Brands umbrella include:
- Calphalon
- CrockPot
- Graco
- Mr. Coffee
- Oster
- Rubbermaid
- Sharpie
Newell Brands is a publicly traded company listed on the NASDAQ under the ticker symbol NWL.
Sunbeam Products, Inc.
As a wholly owned subsidiary of Newell Brands, Sunbeam Products operates as an independent entity within the larger corporation. Sunbeam Products focuses on designing, manufacturing, and marketing small household appliances and kitchen tools. In addition to overseeing the Cooks Essentials brand, Sunbeam Products manages many other household names like Mr. Coffee, Crock-Pot, and Oster.
The leadership team at Sunbeam Products includes:
- President and CEO – Thomas Elsenbrook
- Chief Financial Officer – Bradford Turner
- Chief Revenue Officer – Jay Draves
- Chief Supply Chain Officer – Bala Vaidyanathan
- Chief Customer Officer – Shawn Seedor
- Chief Technology Officer – Santi Subotovsky
This experienced executive team provides strategic direction and operational leadership for all of Sunbeam’s consumer brands, including Cooks Essentials. While Cooks Essentials has its own dedicated marketing and product development staff, Sunbeam’s leadership oversees the overarching business strategy.
Manufacturing and Distribution
The Cooks Essentials brand utilizes a global manufacturing and distribution model to support its broad product line and retail availability.
Manufacturing
While designed internally, Cooks Essentials products are manufactured via third party OEM (original equipment manufacturer) partners. Sunbeam Products sources manufacturing to factories located primarily in China.
Relying on contract manufacturing enables Cooks Essentials to cost-effectively produce its high-volume of SKUs while maintaining quality standards. Strong supplier partnerships and oversight help ensure brand integrity across thousands of different Cooks Essentials products.
Distribution
Cooks Essentials leverages Newell Brands’ extensive distribution network to get its products to leading retailers. Many products ship from third party logistics warehouses domestically. However, some inventory also ships direct from manufacturing facilities in China to retailers or direct to consumers.
Major retail partners that sell Cooks Essentials include:
- Walmart
- Target
- Kohl’s
- JCPenney
- Bed Bath & Beyond
- QVC
Cooks Essentials also sells products directly through its website and via third party online retailers like Amazon.
This robust omnichannel distribution gives consumers various opportunities to easily purchase Cooks Essentials products at retail stores, from TV shopping networks, or online. The brand reaches millions of households across North America this way.
Brand Value and Consumer Perception
The Cooks Essentials brand provides great value to consumers seeking affordable, quality kitchen tools and appliances. By selling at budget-friendly price points, Cooks Essentials makes cooking easier and more accessible for many households.
The brand is known for simplicity, reliability, and low cost. Consumers can feel confident buying Cooks Essentials products knowing they deliver solid performance and durability without breaking the bank.
While Cooks Essentials may lack the prestige and name recognition of premium brands, its practicality and accessibility are appreciated by many home cooks. The brand removes intimidation and makes home chefs feel like cooking pros in their own kitchens.
Backed by Sunbeam and Newell Brands, Cooks Essentials also provides a sense of trust in the products. Consumers can rely on Cooks Essentials to deliver kitchen solutions that work well and make meal preparation a breeze for amateurs and experts alike.
Frequently Asked Questions
Here are answers to some common questions about the ownership behind Cooks Essentials:
Is Cooks Essentials an American company?
Yes, Cooks Essentials is owned and operated by American company Sunbeam Products, which is headquartered in Florida. It is a subsidiary of Newell Brands, which is also an American corporation.
Where are Cooks Essentials products manufactured?
While designed in America, Cooks Essentials products are primarily manufactured in third party factories based in China. This global supply chain enables high volume production at affordable costs.
Does Cooks Essentials make its own products?
Cooks Essentials products are designed in-house but manufacturing is outsourced to OEM partner factories. Relying on experienced contract manufacturers allows Cooks Essentials to bring a wide range of products to market cost-effectively.
What stores sell Cooks Essentials?
Cooks Essentials has an extensive retail presence across big box stores like Walmart, Target, Kohl’s, and Bed Bath and Beyond. Products are also available through QVC, the brand’s website, and online retailers.
Is Cooks Essentials high quality?
While affordable, Cooks Essentials focuses on delivering solid quality and performance to meet home chefs’ needs. Strict standards and supplier oversight ensure products provide good value through their useful lifespans.
Conclusion
Cooks Essentials has become one of America’s leading value-driven kitchen brands. While the products are affordably priced, Cooks Essentials maintains decent quality by leveraging the manufacturing expertise and supply chain infrastructure of parent company Newell Brands. Ongoing innovation and distribution via major retailers has made Cooks Essentials a household name. Driven by Sunbeam and backed by Newell Brands, Cooks Essentials empowers home cooks to equip their kitchens without breaking the bank.