FOOD EMPORIUM COOKS UP KITCHENWARE PROMO

STEPHANIE LOUGHRAN

MONTVALE, N.J. - The Food Emporium, a division of A&P, is heavily promoting Roscan's LifeStyles Collection of kitchenware with full-page ads in The New York Times as well as running a wrap-around flyer on the front of their in-store circular.

The cookware line, supplied by Roscan-G. Rosenthal Import, Ltd., Quebec, caters to the upscale Food Emporium shopper. There are 18 items within the line that are being sold at 15 stores within the 40-store chain. Plans are to eventually roll out the line chainwide, according to a supplier source. Retail prices range from $9.99 for a two-piece colander set to $19.99 for a stainless steel whistling teakettle, according to the The New York Times ad that appeared on July 19.

Gunther Rosenthal, president of the supplier company, told SN that Roscan kitchenware products are also sold at Harris Teeter, Genuardi's Family Markets, and Farmer Jack's, another A&P banner. Prices range anywhere from $29.99 for a 1.5-quart saucepan to a pricey $199.99 for a 40-quart stockpot. He said that Food Emporium and Roscan products fit together because this particular chain provides high-end products to upscale shoppers. Executives at Food Emporium were unavailable for comment.

The cookware at Food Emporium is displayed prominently on a metal rack, and it can be seen as soon as customers walk through store doors. At Manhattan's East 32nd Street unit, the LifeStyles Collection's noticeable in-store location is replenished weekly due to fast sell-through, said Gilbert Gittens, an assistant manager.

"It's been on display for about six weeks, and the rack is almost empty," he said. The stainless steel stacking bowls [priced at $9.99 for a 5-piece set] are going like water." A fresh shipment of kitchenware comes in every Tuesday, he said.

According to Roscan's executive vice president, Peter Corrado, the line is being sold on a continuous promotional basis that started about six months ago. There are approximately 50 to 60 stockkeeping units in the entire line. Out of that number, Corrado said that sets of 18 different Roscan cookware items would be continuously promoted at The Food Emporium on a rotating seasonal basis.