Homer Laughlin’s Fiesta® Brand Expands In To Cookware

America’s best-selling dinnerware partners with The Cookware Company on new family of licensed products

Newell, W.Va.—(March 10, 2012) — The Homer LaughlinTM China Company has entered an exclusive license agreement with The Cookware Company Ltd. to debut an extensive assortment of FIESTA® branded better cookware to include cast iron, stainless steel with tri-ply base and aluminum with ThermolonTM ceramic non-stick coating.

The cookware line will officially launch at the International Home & Housewares Show in Chicago, March 10-13, 2012, Fiesta Booth S2003; Cookware Company Booth S3413.

It will be available in four of the strong trending FIESTA branded colors: Scarlet, Cobalt, Ivory, and Turquoise. The cookware pieces are solidly colored, including the lids, with the exception of the bottom inside, which is light gray.

“The new cookware license is more than just color—it’s about delivering ease, functionality and durability that our customers have come to expect from FIESTA,” explains Rich Brinkman, vice president of sales and marketing for Homer Laughlin. “For many of our enthusiasts, the FIESTA brand is one that has been passed on by their mothers and even grandmothers. A certain element of quality and trust is expected in all of our new product line launches.”

About ThermolonTM Ceramic Non-Stick Coating
The aluminum FIESTA cookware collection features the special ThermolonTM ceramic non-stick coating. They are produced without the organic chemicals found in standard non-stick coatings, and heat resistant up to 850 degrees Fahrenheit. The pans and their coating contain no PTFE (polytetrafluoroetheylene) or PFOA (perfluorooctanoic acid), which means the coating releases no toxic fumes even above 500 degree Fahrenheit. Furthering the “green” appeal, the pans are made of recycled aluminum and no post consumer paper is used in the packaging. The ergonomic pans are simple to cook on – little to no oil is necessary – and easy to clean.

“The addition of a cookware line to the FIESTA brand is an integral part of our continued effort to provide the dedicated FIESTA consumer and bride with a coordinated lifestyle brand experience,” says Joseph M. Wells, III, president and chief executive officer of The Homer Laughlin China Company.

The new FIESTA cookware line will be available at most fine department stores, specialty store locations and online at www.homerlaughlin.com in July 2012. Prices range from $29.99 to $129.99.

About Fiesta® Dinnerware, Made In The USA
Designed by Frederick Hurten Rhead in 1936, Fiesta Dinnerware is now the most collected china in the United States and among the most collected china in the world. It has been featured on many popular TV programs, including ABC’s Extreme Home Makeover and the Today Show. The product was discontinued in 1973 and reissued in 1986 with new contemporary colors to mark its 50th anniversary. Its unique Art Deco style has landed Fiesta Dinnerware in the collections of numerous museums from the Smithsonian Institution to the Andy Warhol Museum. For more information, visit: homerlaughlin.com.

About The Homer Laughlin China CompanyTM
The Homer Laughlin China Company is the last major plate, saucer and cup manufacturer in the country, employing more than 850 employees at its factory in Newell, WV. In the restaurant and hospitality category, the company’s china dates back to the late 1800s and the production of white “ware”. It was in 1936 that Homer Laughlin introduced its colorful Fiesta dishes. Today, this distinctive brand is featured on dining tables across the country and coveted by a large, enthusiastic group of collectors. Backed by a 130 plus history in the industry, Homer Laughlin continues to dominate in dinnerware—committed to its craft, its workforce, its region, and its country. For additional information, visit: hlchina.com.

Contact:
Danielle Elderkin
Cover Story Communications, Inc.
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danielle@coverstorycom.com
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