Made In uses its cast iron launch to land in Williams-Sonoma

Made In is expanding into more categories and more retailers in its quest to build a global, premium cookware brand. The company announced on Monday that it is launching a cast-iron collection and entering Williams-Sonoma. The retailer will carry the cast-iron collection exclusively, to start; it will then debut on Made In’s direct-to-consumer site around June 1, in time for Father’s Day. In addition to the cast-iron collection, Williams-Sonoma will also carry Made In’s American-made stainless steel collection. The launch speaks to how Made In, founded in 2017, is looking to carve out its defensive moat within the cookware space. As consumers have grown more concerned about the use of PFAS, more startups say they are acquiring customers who start their search looking for non-toxic cookware. Continue reading this article on modernretail.co. Sign up for Modern Retail newsletters to get the latest on the shifting dynamics between retail’s old and new guards.