the mastrad kitchenware brand has had a renewed push into the australian market after trade point australia took over distribution.
it has taken on a larger amount of products than was previously available down under and displayed the wider range at the february home & giving fair.
“mastrad has quite a large profile of around 520 odd products and the previous distributor was bringing in 200 of those and we’re bringing in around 320 different products,” says tom ford, trade point national sales manager.
trade point went up against four other distributors in the tender process, which began after the previous supplier decided not to continue with the brand.
biggest sellers from the range on show at the gift fair were the topchips crisp maker, the giftware sets and bakeware.
“we displayed just about every product that we had at the event so our customers could see the entire range and we also displayed some new products that are coming on board and they were received really well…”
trade point has big plans for the french brand – the first to develop silicone utensils for cooking – and plans to direct its marketing at informing consumers on the benefits of using the products for different methods of cooking.
“we’re constantly reviving the range to see what will suit the market,” adds ford. “we also have plans to build on the bakeware component of mastrad and teach people the benefits of cooking with silicone and we’re looking to do the same thing with steaming, which is probably one of the poorer segments in mastrad because a lot of consumers do not understand steaming with silicone and the benefits of cooking in the microwave or oven.”
