Hammer Stahl offers retailers another choice for stainless steel cookware that is made right here in America. Of course, everyone is familiar with that other brand of stainless steel cookware made in the USA, so Hammer Stahl is differentiating itself by being exclusive to independent retailers. You won’t find Hammer Stahl at big box chains, national retailers or sold direct to Amazon.

“We’re protecting the independent retailers. We feel strongly the independent does a great job educating and connecting with its customers. So, we want to make sure the independent has a product they have a competitive advantage with,” says Bobby Griggs, Vice President of Business Development for Hammer Stahl.

Hammer Stahl’s stainless steel cookware was formally introduced to the retail market this year but has a manufacturing heritage that dates back to 1874. Now, the company is seeking to make a splash among independent retailers by offering exclusivity to them for the range of seven-ply multi-clad pots and pans that are made in Clarksville, Tennessee from Pittsburgh steel.

The brand is owned by New Era, which was originally apart of The Vollrath Company. Donald Henn purchased the direct to consumer division of Vollrath in 1982 and then launched New Era as a cookware company manufacturing for in-home direct sales. Hammer Stahl as its own brand was launched in 2009 with cutlery.

After the success of the cutlery, Henn and his business partner, Griggs, decided to launch Hammer Stahl Cookware. The cookware’s seven-ply design was actually first created in 1987 for New Era’s independent sellers, who would go to homes and fairs to sell the pieces. Three years ago, the cookware was on display at the International Home + Housewares Show in Chicago to see if there was interest among retailers. The products have been available online for two and a half years now, but it was only as of January this year that Hammer Stahl Cookware was officially introduced to the retail market.

“Originally, with The Vollrath Company, we used to deliver cookware by horse and buggy,” says Griggs. “We see the independent gourmet retailer as that same lineage of American economics. Maybe they’re not going from store to store, or from home to home, but what they are doing is engaging the consumer at a very personal level. They’re connecting, they’re building relationships, they’re holding cooking schools and classes, they’re educating, and that’s why we’re really drawn to the independent retailer.”

The cookware has seven layers, including a top layer of T-304 surgical stainless steel with titanium that is especially corrosive-resistant and is virtually non-porous. Within, there are three layers of aluminum for superior heat conductivity and even distribution. A layer of ferritic steel makes the cookware induction ready. The ergonomic handles are hollow so that they will remain cool to the touch under normal cooking conditions. The lids are heavy gauge and the cookware is dishwasher and oven safe with a lifetime warranty. A variety of sizes of fry pans, sauce pans, and roasters are available.

“Its very similar to waterless and greaseless cookware … We can pan sear a chicken breast with little to zero grease or oil because it heats so evenly,” says Griggs. “Our performance on top of the stove is going to be exceptional. It heats quickly and is very responsive on the stove top.”

Hammer Stahl is seeking to appeal to the independent gourmet retailer a couple of different ways. First, there is no minimum opening order, no minimum re-order, and free freight with orders of $750. Point of sales materials and a training program are also available. Aggressive try-me programs have low purchasing quantities so that it’s easy for a retailer to start the program, says Griggs.

Second, Hammer Stahl is working with well-known consumer publications to launch two aggressive promotions exclusively for the independent retailer. The promotional campaigns are designed to work with the retailer and drive more traffic into the local store.

“The idea is to be cutting edge fresh new and bring innovative designs to market. We are committed to being responsive and aggressive for the independents. We are passionate about small business in the United States,” says Griggs. “I think the consumer gets a tremendous amount of value, I think the economy gets a value, and vendors like us get value. So I think all three components of the economy win when we can support and empower local commerce. Not to say that big box doesn’t matter; it does and there’s a really good place for that, but there’s a real resurgence in this country about getting back to relationship commerce, and this is our primary focus. ”

This story was originally published in the September 2015 issue of Kitchenware News, a publication of Oser Communications Group.