Sur La Table

What Sur La Table does

Sur La Table is a privately held US specialty retailer of premium cookware, dinnerware, cutlery, bakeware, small appliances, kitchen tools, and specialty food products, operating since 1972. The company runs 55 physical stores across the United States that function simultaneously as retail showrooms and hands-on cooking-class venues, complemented by an owned e-commerce storefront (surlatable.com) supporting ship-to-home and buy-online-pick-up-in-store fulfillment.

The company monetizes through three principal streams. The largest is one-time retail product sales of branded and private-label kitchenware at price points ranging from entry-level tools to $1,950 Scanpan cookware sets and $459.95 Le Creuset Dutch ovens. The second is cooking classes, delivered in-store, online via live virtual instruction starting at $39 per household, and as private or corporate group events for 10-25 guests at $90-$175 per person. The third, expanded through the March 2025 asset purchase of Seattle Coffee Gear, is specialty coffee equipment retail. Supporting programs include the SLT Perks loyalty rewards, a gift registry, and the Lid & Ladle recipe and how-to content platform.

Customer segments are horizontal: home cooks and culinary enthusiasts purchase both retail products and classes; corporate groups and private event hosts book team-building and celebration packages. Sur La Table's core technology stack is not publicly disclosed and no AI or machine-learning capabilities are evidenced in available materials. The legal entity is SLT Lending SPV INC, headquartered in Seattle, Washington, with current operational contact ties to Brownsburg, Indiana (area code 317), and leadership including CEO Jordan Voloshin and Chairman Justin Yoshimura.

Name

Sur La Table

Legal name

SLT Lending SPV INC

Website

https://surlatable.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Sur La Table is a privately held US specialty retailer operating 55 store locations and an e-commerce platform, selling premium cookware, dinnerware, cutlery, bakeware, and kitchen tools to home cooks and culinary enthusiasts, while also offering in-store, online, and private cooking classes.

Ownership category

akta.pro rank

Product category

Specialty Kitchenware Retail

NAICS

Electronics and Appliance Retailers (44921), Other Specialty Food Retailers (44529)

SIC

Retail-Furniture Stores (5712)

akta.pro primary industry

Home, Furniture & Decor DTC (CRAFACAE)

akta.pro secondary industry

Gourmet & Fine Food Stores (CRAHAGAG)

Keywords

• Premium cookware retail
• Culinary education classes
• Kitchenware specialty store
• Cooking class experiences
• Home kitchen essentials

Headquarters

HQ city

Brownsburg

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. Retail Product Sales: Sale of cookware, dinnerware, cutlery, bakeware, small appliances, kitchen tools, dining & bar items, food products, and outdoor cooking equipment through physical retail stores and e-commerce platform.
2. Cooking Classes: Revenue from in-store cooking classes, online virtual cooking classes, and private group events. Online classes start at $39/household; private events range from $90-$175 per person.
3. Specialty Coffee Retail: Expanded through acquisition of Seattle Coffee Gear, offering specialty coffee equipment and products.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Sur La Table is an omnichannel specialty retailer that sells premium cookware, dinnerware, cutlery, bakeware, small appliances, kitchen tools, dining and bar items, food, and outdoor cooking equipment through 55 US retail stores and its surlatable.com e-commerce site. It complements product retail with hands-on culinary education, offering in-store and online cooking classes plus private and corporate group events.

Product overview

Sur La Table is an omnichannel specialty retailer offering premium cookware, dinnerware, cutlery, bakeware, small appliances, and kitchen tools alongside culinary education experiences. The company operates as both a product retailer featuring over 100 kitchen and dining brands (including Le Creuset, Scanpan, Staub, Breville, and Wusthof) and a culinary education provider offering cooking classes. The core product portfolio spans Cookware, Dinnerware, Cutlery & Knives, Bakeware, Small Appliances, Coffee & Tea, Dining & Bar, Kitchen Tools, Food, and Outdoor categories. Cooking Classes serve as a key differentiator, offered in-store at kitchen-equipped locations, online with live instruction starting at $39/household, and as private group events for 10-25 guests. The company also operates complementary services including SLT Perks loyalty rewards, Gift Registry, and the Lid & Ladle recipe platform. Private label food products include seasonings, baking mixes, ice cream starters, and craft cocktail mixers.

Differentiator

Problem solved

Functional benefit

Products and services

• Cookware Retail product category of pots, pans, and cooking vessels including Dutch ovens, skillets, braisers, and cookware sets from brands such as Le Creuset, Scanpan, and Staub, sold to home cooks and culinary enthusiasts.
• Dinnerware Retail product category of plate, bowl, and serving dish collections for everyday dining and special occasions, sold to consumers.
• Cutlery & Knives Retail product category of kitchen knives, knife sets, and cutting tools from brands such as Wusthof, Shun, and Global, sold to home cooks.
• Bakeware Retail product category of baking sheets, cake pans, muffin tins, and specialty baking tools, sold to home bakers.
• Small Appliances Retail product category of countertop kitchen appliances including espresso machines, blenders, toasters, and stand mixers from brands such as Breville and KitchenAid.
• Coffee & Tea

Quantifiable outcome

• 55 US locations offering cooking classes and retail products

Named customers1 record

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor and core.

• 4th & HeartminorGTM or Marketing Partner · 4 November 20254th & Heart partnered with Sur La Table for a fall cooking series focused on ghee as a healthier alternative to butter. The program involved in-store and online cooking classes highlighting ghee's versatility, flavor, and health benefits across 55 US locations.
• Seattle Coffee GearcoreStrategic or Co-development Partner · 3 March 2025Sur La Table announced the asset purchase of Seattle Coffee Gear to expand its specialty coffee retail offerings. The acquisition aimed to enhance customer experience by leveraging Seattle Coffee Gear's expertise in specialty coffee equipment alongside Sur La Table's national retail presence.

Scale indicators3 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Williams Sonoma: Public specialty retailer of premium cookware, kitchenware, and home goods, with a national store footprint and own cooking-class programming. The closest direct competitor to Sur La Table across product mix, customer base, and experiential retail strategy.
• Crate & Barrel: Specialty retailer of housewares, dinnerware, and kitchenware with a national store footprint and gift registry offering. Directly comparable to Sur La Table on cookware/dinnerware assortment and registry-driven customer acquisition.
• Cost Plus World Market: National specialty retailer offering kitchen, dining, and gourmet food products at accessible premium price points. Comparable assortment and store-format profile to Sur La Table with overlap in dinnerware, kitchen tools, and specialty foods.
• CB2: Crate & Barrel's modern sibling brand retailing dinnerware, barware, and entertaining goods. Directly comparable to Sur La Table's Dining & Bar and entertaining-focused assortments and giftable product strategy.

Emerging players

• Food52: DTC and content-led home and kitchenware retailer with a strong editorial and community platform. Comparable to Sur La Table on the curated cookware/dinnerware mix and the convergence of content, commerce, and culinary education.

Broad incumbents

• Le Creuset: Iconic premium cast-iron and stoneware brand that operates its own direct retail and outlet stores in addition to wholesale distribution through Sur La Table. Comparable as both a major Sur La Table supplier and a competing premium cookware destination.
• West Elm: Williams-Sonoma-owned specialty retailer of home furnishings and kitchen/dining products. Overlaps with Sur La Table in dinnerware, kitchen tools, and gift registry, though broader in furniture scope.
• Anthropologie: Lifestyle specialty retailer with a meaningful kitchen, dinnerware, and entertaining assortment under its home category. Comparable to Sur La Table on aspirational home positioning and giftable kitchen/dining purchases.
• Macy's: National department store carrying cookware, small appliances, and housewares alongside broader general merchandise. Overlaps with Sur La Table in kitchen electrics and giftable housewares, though as part of a much wider assortment.
• Target: Mass-market retailer with a significant kitchen/dining assortment including owned brands and premium partnerships (e.g., Threshold kitchen, culinary collabs). Competes with Sur La Table for mid-market cookware and small appliance baskets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/slt_naperville
• Facebookfacebook.com/SurLaTable
• LinkedInlinkedin.com/company/sur-la-table

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sur La Table