Durable Portfolio of Tools and Gadgets to Elevate Outdoor Cooking
SYDNEY, June 1, 2024 -- OXO, the award-winning consumer brand from the Housewares division of Helen of Troy Limited (NASDAQ: HELE) in association with local Australian Distributor Sheldon & Hammond Pty Ltd, today announced the launch of OXO Outdoor for the Australian market. Expanding OXO's portfolio of tools and gadgets to the outdoors, the line brings the durability and thoughtful, universal design of OXO's iconic cooking and cleaning products to create better outdoor adventure cooking and cleaning experiences. OXO Outdoor is launching exclusively via the OXO Australia website (oxaustralia.com.au) and Amazon Australia, with the plan to expand with key outdoor retailer partners later in the year.
For over 30 years, OXO has been a trusted brand that makes every part of the everyday better, providing thoughtfully designed tools to help with chores around the house: cooking, baking, food storage and organisation, coffee and tea, cleaning and baby care. With OXO Outdoor, OXO saw an opportunity to reach consumers in the outdoor space, identifying an un-met need for tools that were on par with other outdoor gear, far better than the go-to old home kitchen products retired to the camping space. The OXO Outdoor line gives car campers, RVers, and other outdoor enthusiasts a selection of thoughtful and durable tools that meet the unique needs of campsite kitchens and work just as well in their home kitchens — there is no need for compromise in quality and experience.
OXO Outdoor was curated in partnership with USA outdoor chain REI, bringing select items from the OXO catalogue best suited to the outdoors to the new line; new innovations for year two and beyond are already in development. The brands worked together to mine consumer insight, looking for opportunities to create a better outdoor cooking experience, including focus groups and rounds of hands-on testing at campsites.
"At OXO, we're always searching for ways to make consumers' lives better," says Larry Witt, President of Helen of Troy Housewares. "We found through research that people will invest in gear for their outdoor experiences, but when it comes to cooking outdoors, a large part of the experience, they will use primarily old items that have been retired from their kitchen. OXO is creating better gear for better outdoor cooking and cleaning experiences, uniquely framed for campers and their specific needs. The creation of the new OXO Outdoor line has broad and exciting implications for our brand — new challenges to tackle, new experiences to improve — another proof point of OXO making every day better."
