Cuisinart revives its European conquest with an ambitious “product” strategy

With a new team dedicated to international markets and nearly 70 products currently being launched, Cuisinart is completely rethinking its approach to establish itself as a key player in Europe’s small appliance market.

Cuisinart is shifting gears. Long seen as a brand designed for the United States, the iconic small appliance company is now launching a major push to win back Europe. A new team has been set up in London, led by industry specialist Chris Stevens, supported by revamped marketing and regional sales covering the entire continent.

The initial observation is simple: “What works in the United States is not necessarily suited to European tastes, whether in terms of design or usage,” says Mohamed Moqaddem, who now heads the brand’s operations in France. Gone are oversized American-style buttons: the focus is now on ergonomics, compactness, and aesthetics. The result? Nearly 70 new references under development or already available across all segments—breakfast, cooking, refrigeration, food prep, outdoor—along with a long-term innovation program.

Asked about the reception of this new range, Mohamed Moqaddem expressed great enthusiasm, highlighting the positive feedback from retail partners. “Retailers will now be able to rely on innovative and distinctive products with strong potential, backed by a brand with an established reputation. They will also benefit from our new pricing strategy aimed at democratizing the brand.” Price reductions are made possible by a fresh design approach without compromising performance.

In France, the strategy focuses on selective distribution: presence on Amazon (managed directly), but with priority given to physical retailers (specialist stores and GSS chains). Boulanger, Fnac Darty, Pro&Cie and other specialist circuits are targeted, with close monitoring of price consistency. “There’s no question of flooding the market in the first year: we want to build a healthy distribution network, without cannibalization,” stresses Cuisinart.

On the product side, differentiation is key. “Our ambition is to deliver a ‘plus’ in every category,” says Mohamed Moqaddem. This ambition is illustrated by innovations such as the “Trizone” Air Fryer with triple independent cooking, semi-professional coffee machines under €500, and ultra-quiet kettles. This new chapter in the brand’s history is also an opportunity to revive projects that had been shelved for more than a decade. Yet these new additions do not overshadow the legendary Cuisinart food processor, which remains at the heart of the collection.

In frozen preparation, the brand has strengthened its offering with new products such as the “Freeze Wand” (a fun, practical device to endlessly vary textures), and the spectacular “Frost Fusion 6-in-1” machine dedicated to making homemade granitas and ice creams.

Cuisinart is capitalizing on its heritage—it was founded in 1971 with the ambition of bringing professional-quality food processors into the home—while modernizing its positioning. An Outdoor range is also planned for 2026, underscoring its long-term vision. With new pricing to reach a broader audience and communication heavily supported by social media, Cuisinart aims to attract both nostalgic fans and new users. France and Europe are sure to hear much more about this renaissance.

Cuisinart – a Conair Group brand

Founded in 1959 as a small business specializing in hair care appliances, Conair has since grown into one of America’s leading brand houses. Its ambition: to inspire everyday life with innovative, high-quality products designed to meet consumer needs with style and efficiency.

Headquartered in Stamford, Connecticut, with global operations, the company is now a world leader in the design, manufacture and distribution of small kitchen appliances, culinary tools, personal care products, hair accessories and travel goods. Today, its products are sold in more than 120 countries under a portfolio of brands including Conair, BabylissPro, ConairProPet, Cuisinart, Skin by Conair, Scünci, and Waring Commercial. With 27 offices worldwide, Babyliss and Cuisinart are now fully managed from Europe.

A French touch

It all started in France. During a trip to the country, American engineer Carl Sontheimer was captivated by the precision and refinement of French culinary tradition. Inspired, he imagined a new tool to revolutionize everyday cooking. His ambition? To bring professional-level performance to everyone. This idea gave birth to the first Cuisinart food processor, soon embraced by chefs and home cooks alike.

In 1989, Conair acquired the brand, launching a new phase of growth. Within a decade, Cuisinart had established itself as a leading name in U.S. kitchen appliances. Blenders, coffee makers, toasters, and even non-electric utensils were added to the range, all meeting the same high standards of quality and performance. In 2003, the brand entered the French market, supported by a prestigious ambassador: Paul Bocuse, the legendary French chef, who became a symbol of the brand’s values and art of living.

Source: Home Fashion News Magazine – September 2025 (HFN58)