Sardel is looking for a brand that was recently launched into cookware to threaten its industry. In these questions and answers with DTC Daily, Sardel's founders Daniel, Andrew and Ross Kamhi talk about how they sought to create a gap in the kitchen market and why direct sales helped consumers grow.
What is Sardel and how it looks to disrupt the traditional cookware industry?
We are three brothers who founded Sardel, a new company that sells high quality stainless steel cookware. The Sardel cookware line consists of six products, all made in Italy. Our goal is to disable the cookware industry in several different ways.
First, we want to improve the shopping process for cooking utensils. Buying cookware has traditionally been a confusing process for most home cooks. Old brands sell a wide range of different production lines, all made with different materials (stainless steel, copper, aluminum, cast iron etc.) and sold at different prices. Most consumers are having a hard time understanding the vast number of options and deciding which cookware product suits their needs. At Sardel, we simplify the buying experience by selling a selection of products (which can be purchased as a group or individually) and clearly indicating what each product should use. In simple terms, we also explain the importance of materials and the production process we use. For example, we explain in detail what we mean when we say that our products are made of stainless steel in five parts and why it produces a durable, efficient and versatile product. In short, we direct customers through the purchase process in a way that most brands do not.
Second, we sell high-quality stainless steel cookware at a more reasonable price than conventional cookware brands. At the moment, consumers have two options when purchasing cooking utensils: they can either boast of a high-quality product that lasts a lifetime or buys cheap, inefficient products and ends quickly. Sardel fills the vacuum and sells a high-quality product at an affordable price. Because we sell directly to consumers through our website, we have cut off the retail medium, which means that we can offer our own cooking tools at a price that does not break the bank.
Thirdly, our goal is to become an educational resource for cooks at home. There are many simple techniques that people can use to get more cooking tools and better cooking. For example, adding oil to a preheated skillet can make burning easier and more effective. Unlike many old brands, we want to communicate with our customers even after they buy our cookware. Our goal is to provide media content to our customers that encourages them to cook and feel confident in the kitchen.
Why choose to sell via DTC? What do you think of the advantages of the model for your business?
Our overall mission is to make cooking easier and we have found that we can achieve this goal through direct sales to the consumer. One advantage of DTC is that it gives us a direct relationship with our customers. This allows us to quickly incorporate feedback from them around our products, either by improving the products we already sell by developing new offerings. In addition, our direct relationship with our customers allows us to provide educational content for cooking that we hope will inspire people to cook more and host dinners, an important part of our mission.
Another advantage of the DTC model is that we can sell our high quality products at more reasonable prices than traditional retail brands. This is one of the main reasons we started by Sardel.
When the brand begins to gain momentum, how do you look to continue to attract new customers?
We look forward to growing in different ways. Oral talk has been a big part of our growth so far and we hope that this will continue as we gain more strength. We will also focus on IRL experiences, such as hosting dinners, pop-up events, and working with specific retail partners. We understand that it may be difficult for customers to make purchases online, especially for luxury items, so we want to make sure people have the opportunity to interact with our products and brands.
As we grow, our other focus is on continuing to deliver educational content, such as creating cooking videos and collaborating with people who are already developing cooking content through their media channels. Many people interested in learning how to cook time watch videos to understand different cooking styles and learn new recipes. We want to create original content that teaches people how to cook and introduce them to our products, and also demonstrates the advantages of cooking with high quality products.
With your development, how do you think you will use customer data and ideas from your ecommerce site to develop your product?
We have already been able to learn from customer data that there is a rise in demand for some products that we did not expect to see. This personal information allows us to better understand what our customers want and need in the kitchen, allowing us to develop future products and provide a more personalized shopping experience for each customer. We want to make sure our customers find exactly what they're looking for when they visit our store, whether it's a specific product or an article about how to properly sense a steak. Effective use of client data makes this possible.
What in the next 12 months in the store for Sardel?
Our goal next year is to increase brand awareness and give people additional opportunities to learn about our products. The first few months of our successful launch were very important to us, as they allowed us to get to know our customers and get feedback on their overall experience with Sardel. Now that we have a strong foundation, we are excited to expand and develop our company. Part of that will host a lot of dinner parties and cook some tasty food!