The Cook’s Warehouse East Cobb store in Atlanta, which celebrated its grand opening Nov. 12, has something that no other store in the U.S. has—a Zwilling J.A. Henckels shop-in-shop.
While the Zwilling J.A. Henckels shop is the first in the U.S. market, the kitchenware company has 200 stand-alone boutiques in Europe and store-within-a-stores in the Middle East and Asia, explains Patrick Accorsi, vice president of sales for Zwilling J.A. Henckels. Both concepts have been successful. 
Zwilling J.A. Henckels has undergone a transformation during the past three years, notes Accorsi. In 2008, the company acquired Staub and Demeyre ookware brands and relaunched the Miyabi cutlery brand. Guido Weishaupt, CEO, and Accorsi both joined Zwilling USA. “The whole organization changed,” Accorsi notes.
During this time, Mary Moore was among the gourmet retailers who were a big help to the company, Accorsi says, adding that “She has been a real pioneer in her market. We worked very closely with her these last three years. She was the first person we went to” when considering opening a store-within-a-store here in the U.S. market.
Pictured from left to right:
Joel Kasperzak, territory manager Southeast; Marc Mangus, director of sales at Zwilling J.A. Henckels;
Bob Kramer, master bladesmith of Bob Kramer Knives; Patrick Accorsi, VP of sales at Zwilling J.A. Henckels; Mary Moore, Founder and CEO of The Cook’s Warehouse and Nina Dols, trade marketing director at Zwilling J.A. Henckels.
“We chose to partner with The Cook’s Warehouse on our first U.S. shop because we knew they would share our passion for providing consumers with the best quality products for the kitchen,” says Guido Weishaupt, CEO of Zwilling USA, in a statement. “The Cook’s Warehouse is the authority in Atlanta when it comes to the total culinary experience. They lead the way to engage, educate and excite their customers and offer the finest products for the kitchen.”
The shop, which is a permanent fixture, features cutlery, cookware, flatware and gadgets from Zwilling J.A. Henckels and its other brands: Miyabi, Staub and Demeyere .
Usually the company does not have the opportunity to display all of its products, notes Accorsi. At the Cook’s Warehouse store, it has ample room to showcase the five brands. Some of its newest additions, including the Zwilling TruClad Tri-ply Stainless Steel cookware and Thermolon fry pans, are in the store. Within the 900-square-foot space, each brand is showcased separately. “Our goal as a company is to give each of our brands a life,” Accorsi says.
A well-training staff is essential to the venture. Zwilling has a team in Atlanta, and the entire staff at The Cook’s Warehouse store has been trained. Plus, Zwilling has placed merchandising rep inside the store and will continue to give in-depth training to a Cook’s Warehouse point person, notes Accorsi.
In the future, the shop-in-shop will host events for consumers and professionals alike, such as knife skills classes taught by Zwilling experts and cooking classes including Cooking with Cast Iron taught by Staub experts and local chefs.
The Zwilling Shop’s inaugural event was hosted by Master Bladesmith Bob Kramer. Kramer recently partnered with the brand to create a line of high-quality straight carbon steel knives, making his renowned formula available to consumers nationwide.
In January, Zwilling will roll out new cutlery — the Three-Rivet knife under the Zwilling Pro brand. (Until the end of the year, the line is exclusive to Williams Sonoma.) As with many gourmet cooking tools, with the Zwilling Pro knives are best sold by engaging the shopper and getting the knives in his or her hands, notes Accorsi.
Based in Solingen, Germany, Zwilling J.A. Henckels was founded in 1731.
photos courtesy of Patrick Accorsi
