Founded in 1911 in West Bend, Wisconsin, the West Bend Company initially focused on aluminum cookware, gradually expanding its product line to include kitchen appliances with new products such as the Waterless Cooker.
In 1950, West Bend revolutionized morning routines with the introduction of the first automatic percolator. This innovation simplified the coffee-making process and quickly became a staple in households across America, according to the company.
Over the years, the company has continued to diversify its product portfolio. From electric skillets to Stir Crazy popcorn makers, West Bend appliances can be found in kitchens around the world. According to the company, its dedication to understanding and meeting the evolving needs of consumers has been a driving force behind its continued success.
In 2017, The Legacy Companies acquired West Bend, adding the brand to its portfolio of housewares brands, including Avanti, Brama, Chef’sChoice, Excalibur, MaxxIce, Omega, Sapphire, VinoTemp, Vinturi, Yonanas and Zeroll. Headquartered in Weston, FL, Legacy’s products range from kitchen appliances and cold refrigeration to wine essentials, kitchen tools and utensils.
HomePage News talked with Jay Zilinskas, president of the consumer division at The Legacy Companies, and Aileen Bilyeu, senior vice president of marketing, about the relaunch of the West Bend line, their objectives for the brand and future plans.
HomePage News: What were your primary objectives when redeveloping the West Bend appliance program?
Jay Zilinskas: To introduce (and re-introduce) the breadth of the West Bend brand to broader audiences with updated designs and feature sets at a strong value, available for purchase wherever consumers prefer to shop in today’s omnichannel marketplace.
HPN: What does the West Bend brand stand for? How does the brand’s 112-year legacy legitimize the foundation from which the brand is being reset for a new generation?
Zilinskas: Bringing “Confidence In The Kitchen” for today’s busy, time-stretched consumer. West Bend has been a trusted brand for decades. The brand’s heritage, combined with our ability to evolve our product lines and categories to meet today’s consumer needs, will bring both familiarity and trust into kitchens.
HPN: What informed those strategic objectives for the “new” West Bend?
Zilinskas: Observations and insight into how and where consumer needs were changing in a post-pandemic environment. Daily routines and schedules look very different today than they did just three years ago. The overwhelming need for versatility, flexibility and affordability in kitchen products created ideal timing for the re-launch of a robust West Bend product line.
HPN: How do you plan to market the brand to a younger generation? Why is the new collection relevant in today’s marketplace?
Aileen Bilyeu: Understanding every household is unique and diverse, our new “Life Gets Messy” campaign directly speaks to the less glamorous but highly relatable side of everyday life, telling real stories that bring understanding, empathy and a little humor to our audiences. Each of our new product lines brings some level of versatility, flexibility and affordability to the marketplace. Additionally, we have invested in new content across various formats to further support consumers throughout their personal journeys, pre- and post-purchase.
HPN: What is new and different about the countertop appliance line compared to previous West Bend branded products?
Zilinskas: Intentionally designed products that are feature-rich at every price point. We’ve also expanded assortments in key categories, such as air fryers, as well as entered into new categories, such as mixing, coffee and more.
HPN: What is the price positioning of the new West Bend collection?
Zilinskas: West Bend is positioned affordably in the “good” categories, bringing feature-rich products to entry-level pricepoints.
HPN: What channels will the line be sold through, and when will products be available in stores and online?
Zilinskas: West Bend is sold throughout the omnichannel marketplace, which differentiates assortments across both online and brick-and-mortar retailers, launching initially on Amazon, Walmart and Sam’s Club, as well as regionally at Fred Meyer and Kroger stores. Full product lineups, recipe information and more are also available on westbend.com.
HPN: Do you have plans to expand the line or add new product categories? What might they include?
Zilinskas: Yes, the West Bend line will continue to expand and evolve. We will continue to introduce on-trend colors and finishes into our existing lines, as well as expand into growth categories such as countertop ice makers, expanded coffee and beverage categories as well as a full line of products in compact and large appliances.
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HPN: Why do you believe the brand can extend into such categories as microwaves and compact refrigerators?
Zilinskas: Consumers are looking for brands they trust in the kitchen. With proven success in small kitchen appliances, moving into microwaves is a natural extension. West Bend already has a presence in the compact refrigeration categories, so expanding the line and bringing new colors and styles to this growing category has been a priority on the product roadmap.
HPN: What was your marketing strategy for selling the major appliance category only on Amazon? Do you plan additional retail distribution?
Bilyeu: Similar to the above, West Bend is a trusted brand in the kitchen, so large appliances was a natural extension. The Legacy Companies already has decades of expertise in these categories under sister brands, so as we launch West Bend into large appliances on Amazon, we will be closely monitoring both performance and consumer sentiment.
HPN: Are you planning any additions to the major appliance line?
Zilinskas: We are constantly monitoring macro-economic shifts, consumer trends and performance metrics across all relevant categories as we build out roadmaps. Our relationships with suppliers and years of experience in these categories allow us to be nimble and move quickly to identify emerging categories and trends. Our assortment will continue to expand to bring new finishes and features to existing and newly launched product lines.
HPN: What is your marketing strategy for promoting the new West Bend electrics to the housewares trade? To the consumer?
Bilyeu: Our “Life Gets Messy” campaign launched in November; we are putting significant support behind this campaign via our social media properties (FB, IG, TT) and partnering with relevant content creators and influencers to bring it to life. We’ve also overhauled our branded storefront properties not only on our DTC site but across our retailer partners as well. We’re excited to showcase the new and expanded lines at The Inspired Home Show 2024 and continue to have ongoing dialogue, meetings and demonstrations with our retail and trade partners.
HPN: How does the West Bend brand fit into the Legacy Companies portfolio?
Zilinskas: West Bend is positioned as our approachable, value brand within the TLC portfolio, bringing quality and affordability to feature-rich products.
HPN: Is there anything else new in the West Bend line?
Zilinskas: Our design-inspired West Bend Timeless product line was also successfully launched in parallel with our core new products. Timeless brings elegance and style to kitchens, using on-trend materials and finishes to countertop appliances, and has already exceeded early sales projections. Available at Fred Meyer and Kroger stores, the collection includes a 7-quart air fryer, a 12-cup drip coffee, 2- and 4-slice toasters, a 5-speed glass jar blender and a 1.5-liter kettle.
HPN: What is next for the West Bend brand?
Zilinskas: Exciting new product launches, with expansion into new categories, bringing new colors, features and value to our consumers.
