And high end cookware, long thought of as the inactive domain of cooking show groupies, was the fastest growing section. In Kichen
Works, a 14 shop housewares specialty chain, the business broadened its Calphalon, All Clad and Le Creuset high end set lines from
1 configuration to three or two in 1995, according Ann Parrish, vice president of merchandising. One of the biggest sellers, she
noticed, was an 11 piece set retailing for over $300. "There was no resistance," she explained. "Calphalon sets sold quite well,"
added Nick Giavannucci, vice president at Philadelphia based Fante's, a four unit gourmet shop chain,"although All Clad is gaining
in popularity." "We are selling lots of $400 cookware collections," says Norm Schoenfeld, executive vice president of Meyer Corp.,
maker of Circulon, Steelon and Analon. On tap for 1996: 12 bit sets retailing for $499 to $599 from the Analon lineup. "Our 10
piece sets over $350 did really well," added Dean Kasperzak, vice president of sales at Calphalon. "From the fourth quarter, our
stainless collections surfaced." One of Clad's bestsellers has been a 10 part LTD set retailing for $579 at Bloomingdale's and a
10 piece stainless at $479. "Just three or four Years Back, people wanted a three

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Or four piece starter set," explained Cathy Fischer, vice president of sales for All Clad. "Now they need everything they could
get." Whether driven by the allure of home entertaining, an increase in cooking amateurs or a shift in consumers' quality/value
paradigm, better quality, greater end cookware supplies are driving the cookware business. It is this shift, along with the
organization's own desire to expand its offerings, which ignited T Fal to introduce T Fal Perfection, a lineup of non aluminum
with a stainless steel reinforced bottom at $249 suggested retail to get an eight piece set. The well known pre-order manufacturer
has a dominant share of economy in the $100 range, but this introduction catapults it into fresh territory. Andre Hottlet,
president of T Fal USA, explained,"we would like to offer consumers a quality line of cookware in all significant price factors.
We have a very strong offering under $100 and in the $100 level. Now, with Armaral Exclusive, Armaral Sovereign and Armaral
Perfection, the consumer has a Assortment of choices at several price points." Quality has been the watchword at every cost.
"Customers are looking for high performance

Weight and finish," said Paul Brennen, vice president of sales at Cuisine Cookware, a Korean based manufacturer. 1 winner is its
own 11 bit stainless set retailing for $299. Department stores enlarged their existing set lines

Going deeper to the big brand names, the 10

And 11piece sets at greater than $300. "Higher end professional sets like Circulon, Cuisinart and Calphalon had a good year," said
one department store buyer. "The composition is indeed much better" Another tendency is need for larger capacity bits. "One
favorite thing we did was add an 8 quart stockpot to our seven piece nonstick sets retailing for $169. The Majority of our
competitors provide 4, 5

Or 6 quart stockpots," said Larry Greene, president of GMF, that sells non invasive, heavy gauge aluminum cookware primarily
through specialty retailers. "People wanted larger pieces, bigger stock baskets and 12 inch fryers," supports Thomas Duffy, vice
president of sales and marketing at Monix, at which place sales were $5 million in 1995.

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The best-selling collection: a 18/10
stainless Regia, sporting brass handles and knobs; seven bits retailed for $229. "We've sold 25,000," said Duffy. Mass merchants
are gradually moving to heavier weight reduction and higher price points. The under $50 set market was strong, however, the $50 to
$100 is getting quickly. "Every group was selling nicely from $60 to $140," said Xavier Sabourin, marketing director at T Fal,
whose enameled aluminum cookware earnings increased more than 20 percent. "We're still the best quality from the world." "People
are now trading up," states Warren Kashuk, vice president of Metro Marketing, which sells to numerous mass retailers. Metro's
strongest sets: a seven part retailing for $69.99 and a eight piece for $79.99 in ceramic enamel. Continuing the current trend to
boosting products' worth, but not necessarily the price, Metro Marketing introduced a Sure Grips line of stainless steel cookare
in the current Gourmet Products Show. The lineup, which includes an eight piece set at $69.99 retail, has broad, easy to grip
phenonlic grips; aluminum disc bottoms; steam vented glass lids, and a nonstick coating At Nordic Ware, the below $100 niche is
still strong. The two hot sets: a seven bit for $59 and a 10 bit for $99 in non aluminum, based on David Dalquist, president. At
Mirro, whose lowest priced six piece set retails for $12.99, the under $50 market wasn't as powerful as higher price points,
according to Karen Stathas, sales advertising coordinator. "From our information, cookware expansion is at the 50 and above range,
aimed at a middle aged market," she says. Oddly, a massive void exists in the $100 to $200 niche. "The 100 to $200 market remains
unexplored," says David Dalquist, president of Nordic Ware.

"Mass merchants see it as too expensive, and department stores see it
too promotional." "The mid point range is tough. There is little brand name recognition," says Parrish of Kitchen Works. "Clients
who can afford those prices are cool and well read. They'd rather trade up themselves to better places for just another $50."
Still, Calphalon has staked out this territory with its Pots & Pans line, at $199 for eight pieces. Since its rollout in the
autumn, earnings have been great in Macy's, '' said Calphalon's Kasperzak And, he noted,"Department stores maintain their present
margins." Hoping to fortify the line further, Commercial Aluminum has repositioned the Pots & Pans lineup in cost, which makes an
eight piece set available that can hit a $169 retail stage, and rolling a 10 piece set at $249 retail, rather than its former
$299. While domestic Aluminum's pricing change happened quite recently, a lot of different producers repositionedlines to make
them more aggressive or to fulfill challengers for their turf in 1995.

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At this past year's Gourmet Show, at which Commercial
Aluminum began showing Pots & Pans behind closed doors, Meyer repostioned its Analon product lineup so retailers could hit $199,
down from the $219 to $230 range. Cuisinart repositioned its Stick Free Stainless nonstick stainless steel cookware lineup late
last year. The line, which carries Whitford's Excalibur nonstick coating on Cuisinart's 18/10 stainless steel cookware with
aluminum sandwich bottoms, was initially priced to retail in the $279 scope to get a seven piece set. The line is now hitting
retails in the $250 range, nearer to the $199 price point that consumers cover Cuisinart's uncoated Every Day stainless steel
cookware line. A LITTLE BIT OF EVERYTHING More than ever, cookware companies are expanding into new cookware substrates to boost
business. Even though a number of businesses have taken this course in the previous three to four decades, their number has
accelerated in the last year.

The latest examples are conventional semi aluminum players Mirro and Regal Ware, who introduced
their initial tough anodized cookware lines; cast aluminum resource Berndes, which brought its first uncoated stainless to the
U.S. market: stainless steel maker Revere. Which analyzed hard anodized with a single retailer; stainless steel stalwart
Farberware, that expanded its brand leverage into nonstick aluminum through a licensing agreement, and Regal Ware, which
introduced its stainless steel cookware for retail. According to the CMA, aluminum cookware earnings totaled $394 million compared
with $387 in 1994. Stainless steel cookware gained slightly to $312 million in 1995 from $299 million in 1994.