CO-FOUNDER OF BED-IN-A-BOX ENDY COOKS UP A FRESH NEW VENTURE
Direct-to-consumer kitchen brand Kilne launches in Canada with set of knives
It was big news in 2018 when Sleep Country Canada paid $88.7 million for Canadian mattress startup Endy. One of a handful of bed-in-a-box companies that saw tremendous success in a short time, it had been co-founded just three years earlier by young entrepreneurs Mike Gettis and Rajen Ruparell, who were quick to see emerging opportunities in e-commerce.
The decade had already seen the digital sales model spread rapidly across home improvement and design categories. COVID-19 is now accelerating that growth, says Gettis, who with business/life partner Noelle Hjelte has just launched Kilne, www.kilne.com, a direct-to-consumer cookware line.
The first product offered will be knives. That's partly because as consumers, the pair were disappointed with what was on the market, and with their experience of shopping for knives, says Hjelte. “We have a young family, and we cook quite a bit at home,” she says. “When we finally decided to invest some money in a nice set, we didn't feel like the quality was there for what we would have paid.”
By once again taking the retailer out of the equation and working directly with suppliers, they felt they could offer a better product, price, and consumer experience.
A mattress isn't a knife, but it's true that choice of both can be highly personal, especially for home chefs and foodies. To design the optimal tool that would suit a wide range of users, Gettis and Hjelte consulted professional chefs. During development, chefs Claudio Aprile and Suzanne Barr tested prototypes and provided feedback. “They showed us we were on the right track,” says Gettis.
Knives are assembled in China from German steel, which is softer than the Japanese formula used in that country's renowned knives. That means they hold a sharp edge well and need less frequent sharpening. The kit includes a sharpener; instructional online videos on how to use them are expected soon on the website. Blocks are made from acacia, an oil-rich, water-resistant hardwood that's gentle on blades.
The poly handle promises a good grip, even with a wet hand, and can go through the dishwasher without damage.
Knives are “full-tang.” That means the steel in the blade extends into the handle, which gives better balance and leverage, and lets the user push harder into whatever is being cut. That makes knifework more efficient, and less tiring. A set includes eight-inch chef and bread knives, a seven-inch, general-purpose Santoku, a 3.5-inch pairing knife, shears, a sharpening stick, which comes in an acacia wood block. It sells for $190. A 60-day return policy should help lessen consumer anxiety.
Return rates are low, because the quality, performance, and value are evident, says Gettis. “We spent a lot of time developing the product. We tested them, we had chefs test them.”
Everything ships from Ontario, but Gettis and Hjelte say they'll likely add more warehouses. They also have plans for extensions in both market reach and product, with new cookware and bakeware coming in 2021.
Right now, though, the focus is on “showing people what we do and getting them to love it,” says Gettis.
As the business grows and possibilities open up, the kitchen category becomes increasingly interesting to them both, explains Hjelte. “It's so broad, for one thing. You have people starting out in their first apartment that want good kitchen tools and you have a people moving into retirement looking to upgrade. I like that it's basically everyone.”