The Cookut way of cooking gains ground

With a distinctive identity, a rapidly expanding international strategy and undiminished creative momentum, Cookut enters 2026 with renewed ambition. The brand is strengthening its European foothold by developing neighbouring markets, while Germany emerges as its key strategic priority for the year ahead. At the same time, several major export markets are opening up, confirming Cookut’s potential beyond the continent.

At every new stage of growth, Cookut remains true to its founding vision of intuitive, joyful and sustainable cooking, embodied in kitchen utensils designed to simplify everyday gestures and enhance the culinary experience. Its current trajectory thus reflects a company in full expansion, driven by a creative energy that shows no sign of slowing down.

Driven by its growth in France, Cookut is now looking beyond its borders and accelerating its international expansion. The brand already generates 10% of its turnover from exports, with strong double-digit growth in Belgium, Italy, Switzerland, Austria and Luxembourg. This momentum confirms the relevance of the direct sales model on which the company relies—one that favours agents over distributors. Laurent Ammeux, CEO of Cookut, stands by this approach, which makes it possible to remain closely aligned with local realities while ensuring perfect consistency in the way the brand is rolled out across each market. The arrival of Perrine Giacomazzo as Head of Export has given fresh impetus to this strategy. Aware that growth in France will eventually reach a plateau, the management team is now structuring its priorities beyond the domestic market. Germany is already emerging as the major focus for 2026 and is absorbing an increasing share of the company’s efforts.

A global brand, experienced locally

To succeed internationally, Cookut strives to combine global consistency with local adaptation. Products, pricing, identity and values remain the same in every country where the brand operates. The offer and communication are nevertheless adapted to cultural habits and consumption patterns. Laurent Ammeux notes that one of the brand’s iconic products—such as the candle-powered raclette—does not resonate in the same way in Spain as it does in Switzerland. This attention to local specificities is part of a consistent guiding principle. Cookut champions local retail, refuses Amazon and marketplaces, and rules out aggressive promotions and one-off discount operations in France and abroad, such as Black Friday. “Our promise to consumers is to offer the right price every day, without commercial artifices that blur perceived value.”

A three-step rollout

Entering a new market follows a now well-established model. The first step is to make products accessible via the brand’s website, which delivers across Europe. This is followed by the recruitment of agents, who ensure a deep understanding of the local market. Four new German agents recently spent time at Maison Cookut, near Lyon, to immerse themselves in the brand’s DNA and familiarise themselves with its products. The final step relies on genuinely local communication, built around dedicated social media channels, national press and influencers capable of embodying the brand for their communities. This strategy rests on a distinctive balance. Cookut relies on an experienced sales force firmly rooted in traditional networks, while simultaneously developing youthful, creative and highly digital communication. According to Laurent Ammeux, this combination of experience and freshness is one of the brand’s key strengths.

A strategic alliance and expanding footholds

For its entry into the German market, Cookut is relying on a strong partner. The cutlery house Wüsthof is facilitating access to local retail chains and key market decision-makers. In return, Cookut is making its sales force available to support Wüsthof in France. These informal exchanges are paving the way for future collaborations, whether at trade shows, through digital initiatives or via cross-brand content.

At the same time, new territories are opening up. Australia now benefits from a dedicated representative, while Canada is currently being structured. Dubai and several South American countries are also beginning their rollout. Major international trade fairs—from Maison & Objet and Ambiente to Milano Home—are multiplying opportunities for meetings and fuelling the brand’s development.

A strengthened and more structured offer

For a long time, Cookut limited its international range to cooking products. This approach is now evolving. Improvements to the supply chain and the development of multilingual packaging make it possible to offer the full catalogue across all markets. The company nevertheless remains attentive to the relevance of each individual product. Cooking—accounting for nearly 80% of revenue in several countries—remains the brand’s primary driver, carried internationally by La Merveilleuse, a true ambassador for Cookut. The year 2026 will see the arrival of a mirror-polished stainless steel finish, one of the major new launches to be unveiled at the early-year trade shows. This glossy, premium-looking version will be offered in accessible boxed sets, reaching a broader audience while elevating the product experience. Cookut is also expanding its oven-cooking range this year with the launch of a pie dish and a pizza dish, both made from lightweight recycled aluminium. Featuring a PFAS-free mineral non-stick coating, they promise fast cooking—less than 15 minutes for a pizza. Each set will include thoughtfully designed accessories and a recipe book, encouraging a complete culinary experience from the moment the product is opened.

A 2026 season shaped by colour

At the start of the year, Cookut will also unveil a new shade named Mangue Soleil, reflecting the brand’s desire to celebrate colour as a core part of its identity and to bring a touch of cheerfulness into the kitchen. This vibrant hue will be featured on La Merveilleuse as well as on the new pie and pizza dishes.

Source: Home Fashion News January26