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03/29/2021

Exclusive brand Beautiful Kitchenware launches at Walmart

Following a preview early in the month, the Drew Barrymore-backed brand of more than 150 kitchen items and appliances launches fully online and in stores April 19.
Dan Ochwat
Executive Editor
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Drew Barrymore with appliance
Drew Barrymore with Beautiful Kitchenware appliance

Beautiful Kitchenware, Walmart’s exclusive line of modern small appliances and more that previewed on St. Patrick’s Day, has launched in full on walmart.com and will be in stores on April 19.

The brand comes from a collaboration between actress and talk show host Drew Barrymore and Made by Gather founder and CEO Shae Hong. This is Barrymore’s second collaboration with Walmart, following her launch of haircare products under her Flower Beauty brand.

The Beautiful Kitchenware collection includes more than 150 products, including measuring spoons, a range of cooking tools, appliances (the air fryer sold out in one day after appearing on Barrymore’s show), cutlery and cookware.

While the initial launch, timed for St. Patrick’s Day featured a few appliances in a sage green colorway, the full launch includes additional colors, inlcuding oyster grey, white icing, blueberry pie and black sesame. The majority of items are sold for under $100.

While Barrymore primarily worked with Hong for the appliances, both worked with Lifetime Brands to develop the kitchen tools and cutlery. 

The sleek products are aspirational in their colors that stand out on the countertop and are built around functionality to complement small appliances.

“We’re thrilled to be launching Beautiful Kitchenware with Drew and feel this is the perfect collection to be added to the Made by Gather portfolio,” said Shae Hong, Made by Gather founder and CEO. “The designs, colors and performance of our products are unlike anything on the market right now, and we look forward to seeing these products add elegance and beauty to kitchens across the country.”