In a recent article by Allison Zisko, John Parham shared his expert opinion on the recent surge of celebrity chef brands in the housewares industry.

According to John, a celebrity chef can “supercharge” a product and call attention to it. He emphasized that housewares brands that consumers love and continue to go back to are the ones known for their functionality and performance.

In expressing the mind of the consumer, John said, “I think it’s a balance—you’ve got to talk to me about functionality as well as your expertise.” He also added, “the product has to line up with the specialty of the chef. If the line is too broad it becomes less compelling.”

Find out more about celebrity chef brands in the full article on HFN.