In a notable shift from its direct-to-consumer roots, Made In Cookware has debuted in the Bay Area, selecting Toque Blanche as its first premier retail partner in the region.
If you often find yourself scrolling social media channels, you may have noticed this award-winning brand gain in popularity over the last few years. As a leading cookware supplier, Made In found success with their high praise, recommendations, and amazing photography of Michelin-star chefs and restaurateurs. Now, after many years of their products only being available through their online store, Made In Cookware is pivoting to the retail market — and have chosen Santa Cruz’s own Toque Blanche as their first retailer in the Bay Area.
In discussing this new partnership with Toque Blanche, Chip Malt, CEO and Co-founder of Made In, puts forward the following: “As we have grown Made In’s wholesale business over the past year, we have been super selective in our partnerships. Toque Blanche is a staple in the gourmet and independent kitchen supply community, which is why we were so excited to select them as our first Bay Area retailer. Their expertise in the housewares world has made them an invaluable partner to Made In as we’ve continued to expand into retailers across the U.S.”
Made In products are used by top chefs in a global network of over 2,000 restaurants. Born out of a 100-year old, family-owned restaurant supply business, they now bring high quality, high performance cookware to home chefs of all skill levels. Their product offerings include stainless steel and nonstick fry pans, blue carbon steel griddles, generously sized rondeaus, and premium 5-ply stainless steel sauciers, saucepans, and stock pots. Toque Blanche owner Charles Nelson offers up his favorite Made In product: “I love their non-stick pans and use one for cooking eggs almost every day!”
Asked what he hopes his customers will take away from a trip to Toque Blanche — aside from a selection of the best cooking tools from top brands around the world, Nelson remarks that, “shopping can be a great social activity and above all we want our customers to enjoy their time at our store, surrounded by a staff that loves to cook, and the chance to personally engage with products like olive oil tastings or testing out a chef’s knife in their hands before buying it.”
When it comes to finding the best cooking tools on the market, locals know to stop by Toque Blanche — a store designed and inspired by home chefs. This Santa Cruz staple has been serving up the finest products for our culinary community since 1996. Their large store features every wine and dine accessory one can imagine, kitchenware from the world’s top brands, and highly sought after products to please even the most selective chef de cuisine.
Regarding the quality of brands selected for this vibrant store, Nelson reflects: “there is an abundance of brands in the kitchenware market, and our job is to narrow down the selection to brands that do the job they are designed to do better than others – and at a cost that makes sense.” When selecting brands, he has to ask: “Are they a good value for our customers?” For their excellent value and high performance they provide, Made In Cookware fits the bill.
Toque Blanche is open seven days a week and located in the heart of Downtown Santa Cruz at 1527 Pacific Avenue. Browse the shop online at www.MyToque.com.
