Online cookware company Caraway is making its debut in brick-and-mortar stores this week. The pots and pans company will debut its popular products in 350 Target stores across the nation, in time for holiday season sales. This is the largest number of stores where the brand is hoping to increase its presence; as shoppers return to in-store purchases looking for the best deals.

Caraway products became popular online and now the New York based startup is launching its pots and pans in stores to increase sales as well as to reach a wider market as stores are seeing larger footfalls. As the threat of Covid has shrunk to manageable size, consumers have been flocking to stores as well as for outdoor activities.

In-store purchases are increasing while online sales are slowing down. Inflation has also made the consumer more cautious as they shop for pricey items such as Caraway pots and pans that can cost up to $400 for a cookware set.

Caraway cookware has been picked by mainly city residents who are in their mid-thirties to forties. Their annual income is generally above $100,000. As the startup is looking for growth in other economic segments of society, it is introducing more affordable cookware.

In September, the New York based startup added a cookware set at a lower price point. It hopes that this and other future sets will appeal to a younger generation or to those who are looking for quality at a lower price. It introduced a two piece set of a mini fry pan and a mini sauce pan for $190.

Although Target online as well as in-store might become Caraway cookware’s largest retailer, the company also sells its kitchenware with other popular retailers including
Crate & Barrel
Bed, Bath and Beyond
Walmart
Amazon and more.

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