The Cookware Company

What The Cookware Company does

The Cookware Company (legal entity The Cookware Company Europe BV, headquartered in Drongen/Ghent, Belgium) is a vertically integrated housewares manufacturer and brand operator founded in 2007 by Jan Helskens and Wim De Veirman. The company pioneered PFAS-free ceramic non-stick cookware through its proprietary Thermolon™ coating technology and today operates a portfolio of 20+ owned brands spanning entry-level to luxury price points — including GreenPan (flagship PFAS-free brand), GreenLife, GreenChef, Blue Diamond (diamond-infused non-stick), BK (Dutch heritage since 1851), Merten & Storck (German enameled iron since 1873), Royal van Kempen & Begeer (since 1858), Keltum, Gero, OXO, MOODS, Dagelijkse Kost, Vita+Verde, and Table Talks — alongside licensed distribution rights for premium appliance brands KitchenAid, SMEG, AEG, Electrolux, Bialetti, and Mauviel1830.

Core operations span four wholly-owned production facilities in Jiangmen (China), Busan (South Korea for Thermolon coating), Drensteinfurt (Germany for Merten & Storck), and Brandico (Italy for Lumenflon), plus regional sales offices in Belgium, the Netherlands, UK, USA (Tarrytown and New York), Hong Kong, and Australia. Product distribution flows through direct-to-consumer brand websites, the Amazon marketplace, regional retail chains, and a separately run B2B Loyalty Division founded in 2015 that designs and executes loyalty reward programs for 85–100+ retailers across Europe and Asia using the company's branded cookware, cutlery, and tableware collections as rewards.

The business model combines three revenue streams: (1) direct hardware sales through owned-brand e-commerce sites and Amazon, (2) wholesale/retail distribution of owned and licensed brands through major European and Asian retailers, and (3) professional services via the loyalty division that supplies and executes turnkey loyalty programs for retailers such as Albert Heijn, Carrefour, Billa, E. Leclerc, Maxima, Mercator, Delhaize, and Coop Sweden. Products reach consumers in 100+ countries worldwide, sold across value to luxury price tiers. The company holds NSF certification for its PFAS-free Thermolon coating, ISO 9001:2015 manufacturing certification, and participates in WWF-Hong Kong's LCMP/LOOP, amfori BSCI, and FSC initiatives. The company is founder-controlled, private, and reports no external institutional investors.

Name

The Cookware Company

Legal name

The Cookware Company Europe BV

Website

https://cookware-co.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

501–1,000 employees

Short description

The Cookware Company is a Belgium-based, vertically integrated housewares manufacturer founded in 2007 that pioneered PFAS-free ceramic non-stick cookware, operating 20+ owned and licensed brands (GreenPan, BK, Merten & Storck, KitchenAid, SMEG, Mauviel1830) across 100+ countries via four owned factories, global sales offices, and a B2B retail loyalty division.

Ownership category

akta.pro rank

Headquarters

HQ city

Irvington

HQ country

United States

HQ region

North America

Offices11 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Brand Sales: The Cookware Company sells products directly through brand websites (greenpan.com, keltum-tabletalks.com, moodsathome.com, greenpan.com, bk.nl, etc.) and e-commerce platforms.
2. Retail Distribution: Products are sold through major retail chains including Amazon, and the company has established partnerships with retailers across Europe and Asia.
3. Loyalty Program Services: The company's loyalty division provides retail loyalty program services to retailers, implementing successful programs at more than 85 retailers in Europe & Asia.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

The Cookware Company manufactures and distributes PFAS-free ceramic non-stick cookware, bakeware, cutlery, tableware, glassware, and small kitchen appliances through a portfolio of owned brands (GreenPan, GreenLife, GreenChef, Blue Diamond, BK, Merten & Storck, OXO, MOODS, Keltum, Royal van Kempen & Begeer, Gero, Dagelijkse Kost, Vita Verde) and licensed brands (KitchenAid, SMEG, AEG, Electrolux, Bialetti, Mauviel1830). The company also operates a Loyalty Division that designs and implements retail loyalty programs for over 85 retailers in Europe and Asia.

Product overview

The Cookware Company is a global leader in PFAS-free housewares with a diverse portfolio of own brands and licensed partnerships. The core offering centers on PFAS-free ceramic non-stick cookware led by GreenPan (the original PFAS-free brand founded in 2007), complemented by GreenLife, GreenChef, and Blue Diamond (diamond-infused technology). The portfolio extends across cookware (BK, Merten & Storck, Gero, Dagelijkse Kost), tableware and cutlery (MOODS, Keltum, Royal van Kempen & Begeer), and licensed premium appliances (KitchenAid, SMEG, AEG, Electrolux, Bialetti, Mauviel1830). The company also operates a Loyalty Division service that creates retail loyalty programs using their brand portfolio, serving over 85 retailers across Europe and Asia.

Differentiator

Problem solved

Functional benefit

Brands

• GreenPan: PFAS-free ceramic non-stick cookware brand founded in 2007, the first to introduce PFAS-free ceramic nonstick cookware to the market.
• GreenLife
• GreenChef
• Blue Diamond
• BK
• Gero
• Keltum
• Royal van Kempen & Begeer
• Merten & Storck
• Lumenflon
• Vita Verde
• Dagelijkse Kost
• MOODS
• OXO
• Table Talks
• AEG
• KitchenAid
• SMEG
• Electrolux
• Bialetti
• Mauviel1830

Products and services

• GreenPan Flagship PFAS-free ceramic non-stick cookware brand founded in 2007 by Jan Helskens and Wim De Veirman. First brand to introduce PFAS-free ceramic nonstick cookware to the market. Uses Thermolon™ ceramic non-stick coating derived from sand for health-conscious home cooks.
• GreenLife PFAS-free Thermolon™ ceramic non-stick cookware brand focused on making healthy cooking accessible to everyone. Features quick-heating coatings and colorful designs targeted at value-conscious households.
• GreenChef PFAS-free Thermolon™ ceramic non-stick cookware brand emphasizing healthy kitchen solutions with easy-to-use, versatile products suitable for all hob types, targeted at everyday cooks.
• Blue Diamond Diamond-infused ceramic non-stick cookware featuring 5x harder coating that lasts 10x longer than traditional non-stick. Diamonds transfer heat 4x faster than copper, targeted at consumers seeking high-performance cookware.
• BK Dutch heritage cookware brand since 1851 and market leader in the Netherlands since 1951, known for innovative pans, kitchenware, and unique design targeted at Dutch and broader European consumers.
• Merten & Storck German precision cookware brand since 1873 specializing in handcrafted enameled iron (30% lighter yet stronger than traditional cast iron) and carbon steel cookware with GlazeGuard enamel surface, made in Drensteinfurt, Germany.
• OXO Smart cookware and kitchen tools brand focused on user-friendly design for easy cooking, baking, brewing, entertaining, cleaning and organizing, targeted at practical home users.
• MOODS Belgian tableware and glassware brand introducing relaxed lifestyle concepts, featuring minimalist ceramic designs, children's tableware sets, and wine/cocktail glasses for style-conscious consumers.
• Gero Dutch cutlery and cookware brand since 1912, known for silver-plated and pewter cutlery with affordable, well-designed collections influenced by Dutch and Scandinavian design.
• Keltum Premium cutlery brand since 1936, a Dutch heritage brand known for high-quality stainless-steel cutlery, tableware, and drinking glasses with timeless design.
• Royal van Kempen & Begeer Royal-quality cutlery and premium tableware brand established in 1858 with Royal designation, offering elegant silver cutlery and modern collections including cookware, dinnerware, glassware and accessories with over 200 years of experience.
• Dagelijkse Kost Belgian PFAS-free cookware brand developed with TV chef Jeroen Meus, featuring ceramic non-stick pans, Dutch ovens, roasting pans, and stainless steel casseroles for classic cooking techniques.
• Vita Verde Colorful PFAS-free cookware brand offering products in a variety of colors for style-conscious consumers.
• KitchenAid Premium kitchen appliances and cookware brand distributed under license, famous for its stand mixer since 1919. Offers stylish cookware collections in classic black, stainless steel, and enamelled steel.
• SMEG Italian domestic appliances brand distributed under license, founded in 1948, known for retro-style refrigerators and premium kitchen appliances featuring Italian design, plus knives, bakeware, and storage collections.
• AEG German classic appliance brand distributed under license with over 135 years of history, focusing on innovative, quality household products that simplify chores with future-proof technology.
• Electrolux Swedish appliance manufacturer with global presence distributed under license for over 100 years, offering durable kitchenware with classic Scandinavian design.
• Bialetti Italian coffee brand distributed under license, famous for inventing the Moka Express in 1933, an icon of Italian design bringing simplicity and functionality to coffee brewing.
• Mauviel1830 French luxury copper and stainless steel cookware brand since 1830 distributed under license, the most luxurious cookware brand in France, renowned by top chefs for performance and quality.
• Loyalty Division B2B service that designs and implements retail loyalty programs for European and Asian retailers, offering 360° marketing plans with branded collections of cookware, knives, tableware, cutlery and glasses. Currently running programs at more than 85 retailers across Europe and Asia.

Quantifiable outcome

• 40% cumulative business growth since 2017 while reducing carbon emissions at China factory
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core, minor and flagship.

• NSF (National Sanitation Foundation)coreStrategic or Co-development PartnerNSF certification verifies that products meet NSF standards for health and safety, covering not only the product itself but also its production and manufacturing processes. The Cookware Company's PFAS-free Thermolon ceramic non-stick coating has been verified by NSF.
• amfori BSCIcoreStrategic or Co-development PartnerThe Cookware Company actively engages with amfori BSCI through its commitment to ethical business practices, ensuring fair labour and safe working conditions throughout their supply chain.
• WWF-Hong KongcoreStrategic or Co-development PartnerSince 2021, The Cookware Company joined the WWF-Hong Kong Low Carbon Manufacturing Programme (LCMP) and Low-Carbon Office Operation Programme (LOOP), demonstrating commitment to reducing carbon emissions.
• Forest Stewardship Council (FSC)minorStrategic or Co-development PartnerThe Cookware Company proudly supports the Forest Stewardship Council (FSC), demonstrating commitment to responsible forestry and sustainable sourcing practices.
• Albert HeijnflagshipChannel Partner/ Reseller/ DistributorMajor retail partner for loyalty programs. Royal dinnerware collection deployed in 1107 Albert Heijn stores across Netherlands & Belgium from September 2024 to January 2025. Customers earned stickers for purchases to collect premium dinnerware items.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Market position

Weaknesses5 records

Competitive moat4 records

Customer concentration

• Xx.com/cookwarecouk

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries10 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about The Cookware Company