Caraway
Caraway is a US-based direct-to-consumer kitchenware brand selling non-toxic, ceramic-coated cookware, bakeware, food storage, and kitchen tools to health-conscious and environmentally aware home cooks through its own e-commerce site and emerging retail channels.
- Company typePrivate
- Founded2018
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Caraway does
Caraway is a US-based direct-to-consumer kitchenware brand that designs, markets, and sells a coordinated portfolio of non-toxic ceramic-coated cookware, bakeware, food storage, kitchen tools, and waste/recycling products to health-conscious home cooks. Its proprietary ceramic non-stick coating is formulated without PTFE, PFOA, or PFAS and is third-party tested across 600+ PFAS variants and 20+ heavy metals, with results published on the company's website as a safety and transparency differentiator against traditional non-stick cookware. The product portfolio includes flagship bundles (12-piece Cookware Set at $675 regular / $445 sale; 11-piece Bakeware Set at $605 regular / $445 sale; 13-piece Food Storage Set at $310 regular / $225 sale) plus individual pieces (Fry Pan $125 to Stock Pot $215), accessories, and emerging sub-brands for Stainless Steel and Enameled Cast Iron categories. The Trash & Recycling Duo extends into adjacent kitchen hardware, and complementary items like FSC-certified cutting boards, German stainless steel knives, and bar/tea kettle sets round out a one-stop-shop kitchen positioning.
The business model is pure direct-to-consumer e-commerce through carawayhome.com, supplemented by an emerging retail presence. The company runs no subscription program; revenue is generated through one-time hardware purchases with Shop Pay installment options (4 payments) and aggressive promotional mechanics, including a $100,000 Make the Swap Sweepstakes, 30-day free trial, and free shipping on orders above $90. Marketing is concentrated on organic social media (Instagram, TikTok, Facebook, Pinterest, X) totaling 890k+ followers, supplemented by email capture, affiliate and ambassador programs, influencer collaborations, and PR-driven earned media. Customer segmentation is horizontal, targeting health-conscious home cooks concerned about toxic chemicals in cookware and environmentally conscious consumers seeking to reduce microplastics and single-use plastics. Scale signals — 2.5M+ customers, 200,000+ 5-star reviews, aggregated review counts of 77,327 on the Cookware Set page and 17,671 on the Bakeware Set page — indicate a sizeable installed base, though revenue, headcount, funding, and management details are not disclosed in the available data.
Caraway firmographics
Firmographics- Name
- Caraway
- Legal name
- Caraway
- Website
- https://carawayhome.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Caraway is a US-based direct-to-consumer kitchenware brand selling non-toxic, ceramic-coated cookware, bakeware, food storage, and kitchen tools to health-conscious and environmentally aware home cooks through its own e-commerce site and emerging retail channels.
- Ownership category
- akta.pro rank
Caraway industry classification
Industry- Product category
- Kitchenware & Cookware
- NAICS
- Metal Kitchen Cookware, Utensil, Cutlery, and Flatware (except Precious) Manufacturing (332215)
- SIC
- Pottery & Related Products (3260)
- akta.pro primary industry
- Blow-Molded Household & Cleaning Product Packaging (IMANAGAL)
Keywords
Where Caraway is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Caraway business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: One-time purchase of kitchenware products through e-commerce website. Products include cookware sets, bakeware, food storage, kitchen tools, and accessories. No subscription model; customers purchase individual items or bundled sets.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | 12-Piece Cookware Set - flagship product |
| One time/ perpetual license | Pay-as-you-go | 11-Piece Bakeware Set |
| One time/ perpetual license | Pay-as-you-go | 13-Piece Food Storage Set |
| One time/ perpetual license | Pay-as-you-go | Trash & Recycling Duo |
| One time/ perpetual license | Pay-as-you-go | Individual cookware pieces |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Caraway product offering
Product offeringCore offering
Caraway designs, manufactures, and sells direct-to-consumer non-toxic ceramic-coated kitchenware including cookware sets, bakeware, glass food storage containers, kitchen tools, and stainless steel trash and recycling bins. Its proprietary ceramic coating is free of PTFE, PFOA, PFAS, lead, and cadmium, and the product lines are coordinated aesthetically across categories with complimentary storage organizers.
Product overview
Caraway is a non-toxic kitchenware company offering a coordinated ecosystem of ceramic-coated cookware, bakeware, food storage, and kitchen tools. The core product line centers on ceramic non-stick cookware (fry pans, sauce pans, sauté pans, Dutch ovens) and bakeware (baking sheets, muffin pans, loaf pans) all featuring proprietary ceramic coatings free from PTFE, PFOA, and PFAS. The product portfolio expands into food storage (ceramic-coated glass containers), kitchen tools (FSC-certified cutting boards, knives, utensils), trash and recycling systems, and specialty accessories like mixing bowls and tea kettles. Products are designed to coordinate aesthetically across the collection and are third-party tested for safety. The company also offers sub-brands for stainless steel cookware and enameled cast iron, enabling customers to build complete coordinated kitchen setups with non-toxic materials throughout.
Differentiator
Problem solved
Functional benefit
Products and services
- Cookware Set 12-piece ceramic-coated non-stick cookware set with aluminum body, stainless steel handles, and complimentary storage organizers. Includes fry pan, sauce pan, sauté pan, Dutch oven, and mini pans for home cooks seeking non-toxic kitchenware.
- Bakeware Set 11-piece ceramic-coated steel bakeware set with aluminized steel core for even heating and complimentary storage organizers. Includes baking sheets, muffin pan, loaf pan, square pan, rectangle pan, and cooling rack, oven safe up to 550°F.
- Food Storage Set 13-piece ceramic-coated glass food storage container set with borosilicate glass body and Air Release Technology for freshness, including complimentary organizers; microwave, oven, refrigerator, freezer, and dishwasher safe.
- Trash & Recycling Duo Stainless steel dual kitchen trash can and recycling bin system with two 45L fingerprint-resistant fingerprint-resistant bins, quiet-close mechanics, and universal 13-gallon bag fit.
- Fry Pan 10.5-inch ceramic-coated non-stick fry pan compatible with gas, electric, and induction cooktops, for individual home cooks needing a standalone pan.
- Sauce Pan 3-quart ceramic-coated sauce pan with glass lid for simmering sauces, boiling pasta, and cooking grains, sold individually.
- Sauté Pan 4.5-quart ceramic sauté pan with ergonomic handle for family-sized meals, sold as a standalone item.
- Dutch Oven 6.5-quart ceramic Dutch oven for slow-cooked meals, braises, and bread baking, sold as a standalone item.
- Kitchen Tools Collection Collection of non-toxic kitchen prep tools including FSC-certified cutting boards, birch wood utensils, stainless steel knives, kitchen gadgets, and prep sets.
- Clean Start Bundle 40-piece comprehensive kitchen bundle covering clean preparing, cooking, and storing, designed for new customers seeking maximum savings across product categories.
- Stainless Steel Cookware Collection Stainless steel cookware collection including steamers and accessories, broadening the line beyond ceramic-coated products.
- Enameled Cast Iron Collection Enameled cast iron cookware line for superior heat retention and cooking performance, expanding the company's non-toxic cookware offerings.
Quantifiable outcome
- 600+ types of PFAS and Total Organic Fluorine tested — zero detected within reporting limits
- +2 more outcomes
Companies that use Caraway
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Caraway technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Caraway partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights6 records
Caraway competitors and assessment
Company assessmentDirect peers
- Our Place: DTC premium cookware brand known for the Always Pan, with similar design-focused positioning, aesthetic emphasis, and direct-to-consumer motion. Competes directly with Caraway in the premium DTC cookware space with comparable pricing.
- Made In: DTC premium cookware brand with French-made products and similar pricing tiers. Competes directly with Caraway in the premium cookware category using a comparable direct-to-consumer model and chef-focused positioning.
- GreenPan: Ceramic non-stick cookware brand and pioneer in PFAS-free technology. Direct competitor in ceramic non-stick technology with overlapping non-toxic positioning and similar cookware product categories (fry pans, sauce pans, etc.).
- Great Jones: DTC cookware brand with similar design-focused, premium positioning and female-targeted marketing. Direct competitor in DTC modern cookware space targeting similar millennial/Gen-X home cooks.
- Misen: DTC kitchen tools and cookware brand with similar pricing strategy and direct-to-consumer approach. Direct competitor in DTC kitchenware targeting home cooks seeking quality at accessible premium prices.
Broad incumbents
- Le Creuset: Premium cookware brand with extensive retail distribution, known for enameled cast iron. Broad incumbent in premium cookware with overlapping customer base. Caraway has entered cast iron through its sub-brand to compete in this segment.
- All-Clad: Premium cookware brand known for stainless steel multi-clad cookware with extensive retail distribution across department stores and specialty retailers. Broad incumbent with overlapping premium positioning that Caraway's stainless steel sub-brand competes against.
- T-fal: Mass-market cookware brand with broad retail distribution and a long history in non-stick cookware. Broad incumbent that competes with Caraway in the non-stick category but at lower price points and broader distribution.
- Zwilling J.A. Henckels: Premium cookware and cutlery brand with extensive retail distribution and German heritage. Broad incumbent with overlapping premium cookware offerings and a strong presence in kitchen knives, which Caraway has entered through its knife set.
Emerging players
- Material Kitchen: DTC kitchen tools brand with focus on design, sustainability, and direct-to-consumer model. Emerging player in DTC kitchenware with overlapping target market of design-conscious home cooks, though focused more on tools than cookware.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Caraway social profiles
Digital presenceCaraway financial estimates
Financial estimateRevenue estimate
Valuation estimate
Caraway leadership team
Management profileNumber of profiles
Caraway funding detail
Funding detailFunding overview
Funding rounds4 records
Investors12 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Caraway M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Caraway
What does Caraway do?
Caraway designs, manufactures, and sells direct-to-consumer non-toxic ceramic-coated kitchenware including cookware sets, bakeware, glass food storage containers, kitchen tools, and stainless steel trash and recycling bins. Its proprietary ceramic coating is free of PTFE, PFOA, PFAS, lead, and cadmium, and the product lines are coordinated aesthetically across categories with complimentary storage organizers.
When was Caraway founded?
Caraway was founded in 2018. It employs 51 to 100 people.
Where is Caraway based?
Caraway is headquartered in New York, United States, in the North America region.
How does Caraway make money?
One revenue line is on record: direct Product Sales.
Who are Caraway's main competitors?
Direct peers on record are Our Place, Made In, GreenPan, Great Jones and Misen. Broad incumbents are Le Creuset, All-Clad, T-fal and Zwilling J.A. Henckels. Material Kitchen is listed as an emerging player.
Does Caraway have an API?
No public API is recorded for Caraway.
What industry is Caraway in?
Caraway's product category is Kitchenware & Cookware. Its primary akta.pro industry code is IMANAGAL, Blow-Molded Household & Cleaning Product Packaging. Its NAICS code is 332215 and its SIC code is 3260.