Kohl’s blending in with Bobby Flay line

Kohl’s knows that outdoor living is all the rage, acknowledging it with its Bobby Flay line, a partnership with the chef and the Food Network. Susan Stockton, senior vp of culinary productions, noted that grilling is a Flay passion and that led to the development of signature items in the line.

Given the emphasis on outdoor living—even if its sunny looks that characterized tabletop and other elements of the Bobby Flay line were developed to be compatible with the indoor space as well—the initial small appliances in the line needed to have some measure of association with Flay’s specialty, grilling, and under-the-blue-skies fun.

Flay, Kohl’s and the Food Network all contributed to the development of what was dubbed by Stockton as “the Bobby Blender.” With a graduated scale marked on the pitcher, the blender was designed to make bartending easier.

The design has a traditional side, based as it is on an old-fashioned cocktail shaker that Flay found. The blender version, though, revs up a little beyond human power. “Even Bobby was impressed by the strength of this ice-crushing blender,” Stockton said. “Bobby’s favorite drink recipes are scaled right on the side of the carafe. All you have to do is pour in the ingredients, blend and go party.”

In Kohl’s stores, the Bobby blender is merchandised amidst his signature line of dishes, tools and related items. while it is the unique small appliance in the line, it isn’t the only kitchen electric that falls under the Food Network brand. Adjacent to the Bobby Flay products, Kohl’s offers table displays that include Food Network three-cup mini food processors as well as a 4-in-1 Grill Station and a 10-speed hand mixer.

Food Network-branded items include a range of non-electrics as well, from a Soft Grip Course Grinder to a 7-inch Cheftoku Kitchen Knife and Sheet. The blade combines elements of a chef’s knife and a santoku. Given the evolution and diversity of the partnership, is seems as if the Food Network and Kohl’s will continue to develop new ideas on the store floor, which could make the retailer more competitive in the space.