OXO Australia Introduces New Line, OXO Outdoor
Durable Portfolio of Tools and Gadgets to Elevate Outdoor Cooking
SYDNEY, June 1, 2024 -- OXO, the award-winning consumer brand from the Housewares division of Helen of Troy Limited (NASDAQ: HELE) in association with local Australian Distributor Sheldon & Hammond Pty Ltd, today announced the launch of OXO Outdoor for the Australian market. Expanding OXO’s portfolio of tools and gadgets to the outdoors, the line brings the durability and thoughtful, universal design of OXO’s iconic cooking and cleaning products to create better outdoor adventure cooking and cleaning experiences. OXO Outdoor is launching exclusively via the OXO Australia website (oxaustralia.com.au) and Amazon Australia, with the plan to expand with key outdoor retailer partners later in the year.
For over 30 years, OXO has been a trusted brand that makes every part of the everyday better, providing thoughtfully designed tools to help with chores around the house: cooking, baking, food storage and organisation, coffee and tea, cleaning and baby care. With OXO Outdoor, OXO saw an opportunity to reach consumers in the outdoor space, identifying an un-met need for tools that were on par with other outdoor gear, far better than the go-to old home kitchen products retired to the camping space. The OXO Outdoor line gives car campers, RVers, and other outdoor enthusiasts a selection of thoughtful and durable tools that meet the unique needs of campsite kitchens and work just as well in their home kitchens — there is no need for compromise in quality and experience.
OXO Outdoor was curated in partnership with USA outdoor chain REI, bringing select items from the OXO catalogue best suited to the outdoors to the new line; new innovations for year two and beyond are already in development. The brands worked together to mine consumer insight, looking for opportunities to create a better outdoor cooking experience, including focus groups and rounds of hands-on testing at campsites.
“At OXO, we’re always searching for ways to make consumers’ lives better,” says Larry Witt, President of Helen of Troy Housewares. “We found through research that people will invest in gear for their outdoor experiences, but when it comes to cooking outdoors, a large part of the experience, they will use primarily old items that have been retired from their kitchen. OXO is creating better gear for better outdoor cooking and cleaning experiences, uniquely framed for campers and their specific needs. The creation of the new OXO Outdoor line has broad and exciting implications for our brand — new challenges to tackle, new experiences to improve — another proof point of OXO making every day better.”
To launch the new OXO Outdoor series in Australia, OXO has partnered with Australian outdoor cooking specialist Harry Fisher from Fire to Fork (@firetofork) to bring awareness and create localised content for the region. Harry has vigorously tested the products for several months to ensure it will uphold to the rugged Australian environment and has been impressed. "Having used OXO's main range of kitchen products for most of my life, I'm thrilled to see their exceptional quality and thoughtful design carried over to their rugged outdoor series. I am so impressed that I've already ordered several items to share with my friends and family." says Harry Fisher, Fire to Fork.
The thought behind the range has ensured the user can be prepared wherever the adventure takes them, to use convenient and packable products that have been thoughtfully engineered with the same universal design of OXO’s iconic products. From coffee until you are ready to clean up after a full day, consumers’ needs around the campsite will be met.
The OXO Outdoor collection will initially be sold exclusively on the OXO Australian Website and Amazon Australia starting in June 2024, and includes:
- OXO Outdoor 4 - Piece Camp Stove Cooking Set: Silicone Tool Rest holds utensils while you cook & neatly stores them. Includes: Silicone Spoon, Silicone Turner and Stainless-Steel Tongs $139.00 RRP
- OXO Outdoor Silicone Spoon: High-heat resistant head, silicone spoon is ideal for stirring and serving. $39.95 RRP
- OXO Outdoor Silicone Turner: High-heat resistant head, silicone turner is made for cooking on camp stoves. $39.95 RRP
- OXO Outdoor Stainless Steel Tongs w/Bottle Opener: Durable Duo fit for any grilling adventure, with a built-in bottle opener for campsite convenience. $29.95 RRP
- OXO Outdoor Griddle Turner: Wide, professional - quality stainless steel head built to slide under food on the griddle. $39.95 RRP
- OXO Outdoor Santoku Knife with Locks: Sharp, durable, and comfortable camp kitchen essential with a protective sheath that keeps the knife safe and helps retain blade edge. $29.95 RRP
- OXO Outdoor Compact Can Opener: Comfortable, dependable design for effortless opening of cans. $29.95 RRP
- OXO Outdoor Set of 2 Leakproof Condiment Bottles: A reusable solution for storing, mixing, measuring and dispensing cooking oil, condiments, syrups, soap and more in camp kits. $19.95 RRP
- OXO Outdoor Cutting Board & Tray: Double-sided cutting board, with juice catching groove. Tray has generous storage and board and tray nest together $49.95 RRP.
- OXO Outdoor Grilling Prep & Carry: Multi-functional 6-piece set includes Cutting Board, Deep Tray, and two Trays with Lids for easy prepping. $79.95 RRP
- OXO Outdoor All-Purpose Scraper and Squeegee: 3-in-1 food cleaning scraper heads - use them to clean off pans and tough grease. $12.95 RRP
- OXO Outdoor Cast Iron Grill Pan Brush with Cleaning Cup: Tough on cast iron and carbon steel, yet gentle enough on non-stick pots and pans. Scrubs without soap to help preserve seasoning and surfaces. $25.95 RRP
- OXO Outdoor Soap Dispensing Brush with Case: Brush features durable bristles for scrubbing with a push button top to release soap. $19.95 RRP
- OXO Outdoor Soap Dispensing Brush Set of 2 Replacement Heads: Replace your brush head by pushing up on the tab to eject, and slide in replacement. $9.95 RRP
- OXO Outdoor Campgrounds French Press 2.0: With a shatterproof Tritan Renew carafe—made from 50% certified recycled contents—the OXO Outdoor Campground French Press has a better-for-the-planet design for better coffee, anywhere. $49.95
- OXO Outdoor Manual Coffee Grinder: 40 coffee bean grind size settings, built in a compact design with easy fill wide mouth, holds 40g of beans. $99.95 RRP
- OXO Outdoor Carbon Steel Pan 20cm with Removable Handle: Carbon Steel Pan with Removable Handle, engineered for high heat cooking on open fire. $99.95 RRP
- OXO Outdoor Carbon Steel Pan 26cm with Removable Handle: Large Carbon Steel Pan with Removable Handle, engineered for high heat cooking on open fire. $110.00 RRP
Key Facts:
Marcel Swart
marcels@sheldonandhammond.com.au
Phone: 02 9482 6607
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ABOUT OXO:
OXO is a pioneering brand renowned for its innovative kitchen and home organisation solutions. With a strong focus on user-friendly designs and functionality, OXO strives to simplify everyday tasks. Starting with the iconic OXO Good Grips Swivel Peeler in 1990, OXO has designed products that make everyday life easier, in every room of your home. Today, OXO has expanded globally to offer products in the cooking, baking, cleaning, storage and organisation, coffee, outdoors and baby categories.
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