The kitchenware assortment at Walmart now has a bit more celebrity flair with the addition of Drew Barrymore’s Beautiful kitchen electrics line.
Designed in collaboration with kitchenware supplier Made By Gather, the new assortment is touted as combining elegant design, contemporary colors and modern silhouettes with touchscreen technology.
The actress and talk show host in an interview with WWD said of her design inspiration, “There is so much black and metal (in kitchen electrics) and it’s very masculine. I looked a lot to Apple and I wanted to make something timeless and beautiful.”
Using St. Patrick’s Day as a launching point, the initial Beautiful products to hit Walmart were in Sage Green. The line consists of an air fryer, electric kettle, 2-slice toaster, 6-slice touchscreen air fryer toaster oven, touchscreen blender and 14-cup coffeemaker. Pricepoints range from $39 to $129.
Following the collection’s unveiling, Kitchenware Today learned that the air fryer sold out in only 24 hours. It is expected back in stock on March 29 when additional products and colors will launch.
The full collection will be available for purchase on Walmart.com on March 29 and in-stores nationwide by mid-April.
Barrymore’s new line continues a strategy utilized by Walmart in recent years to add high-profile brands to its kitchenware assortment. They include items sold under Food Network star Ree Drummond’s Pioneer Woman brand and a broad selection of food preparation products sold under the Tasty brand.
Additionally, teaming with Barrymore, who the day after the Beautiful launch had her talk show renewed for a second year, put Made By Gather and its founder/CEO Shae Hong at the center of another high-profile kitchen electrics launch at a major retailer.
In September of 2020, the company under its Crux brand collaborated with Ghetto Gastro to launch the CRUXGG line of kitchen electrics at Williams Sonoma.
Born in the Bronx and inspired by a youthful generation of cooking enthusiasts, Ghetto Gastro is a collective of top chefs who utilize food to empower communities and advance social justice by igniting conversations around race, class and inclusion.