This Memphis-based team works with top celebrity chefs
Meet those who help with well-known e-commerce housewares lines
Wolfgang Puck launched his new ecommerce retail store on Nov. 30. Everything from cookware sets to knife blocks to Moscow mule copper mugs are part of the new line of products featured on wolfgangpuckhome.com.
What’s the connection to Memphis? This California-based chef partnered with a team in Memphis to make the latest addition to his housewares line a reality.
All the infrastructure for the celebrity chef ’s store, including the product development, media, images, streaming videos and distribution, was handled by Synergy Housewares’ Memphis office.
Synergy Housewares is a leader in the e-commerce housewares industry. A division of Synergy Global Ventures (a fullservice supply chain logistics company), Synergy Housewares’ distribution warehouses and media production team are located in Memphis. The local division employs about 60.
What does Synergy Housewares do?
Synergy Housewares partners with premier housewares brands to create products for e-commerce distribution. Clients include such celebrities as Wolfgang Puck, Ming Tsai and Paula Deen, to name a few.
The logistics firm focuses on supporting clients and brands through the entire product lifecycle.
Services include product development, sourcing, sales, marketing, brand management, as well as distribution, re
turns and warranty support. Synergy works with more than 30 online marketplaces, home shopping networks and other retail establishments to sell client products quickly.
In addition to the Housewares division, Memphis is also home to two other divisions. Synergy Logistics handles the distribution of products both direct to consumers and to brick-and-mortar retail stores. Synergy Recommerce manages returns for clients, as well as refurbishing returns to be sold as “refurbished” items.
Brian Bray, chief executive officer of Synergy Logistics and Synergy Recommerce, and Brian Spinosa, Synergy chief marketing officer, lead the team in Memphis. Michael Sanseverino, founder and chief executive officer at Synergy, works out of Florida.
The recipe for success
Synergy was founded in late 2016, and has quickly gained a reputation as a leader in the housewares and logistics industries.
“I decided to start my own company as I saw an opportunity to provide fullservice solutions to retailers, national brands, inventors, and entrepreneurs that would cover every facet of the business cycle under one roof,” Sanseverino said.
"Synergy can provide product development from drawings to shelf, sourcing and inspection services, sales and marketing, warranty support, as well as forward and reverse logistics. Synergy
is unique in the aspect that many businesses will subcontract portions of these services to third parties. We are able to control our cost by handling these from within which provides us with a competitive edge in the marketplace, while offering synergistic solutions to the consumer products industry.”
Sanseverino has worked in the housewares industry for more than two decades. He first started working with Wolfgang Puck back in 2001 when Puck was looking to expand his housewares line in the electric's category based on the success of his cookware on HSN. When working with a client like Puck, Sanseverino said the first thing they do is ask the client what are his or her fa
vorite go-to pieces in their kitchen. “We ask if they have a food processor. And if so, what are your favorite things about it and what is it you don't like,” he said.
Signature branded products are developed based on the celebrity's input. Relationship and trust are of key importance for the Synergy team.
“It's the trust factor that we are looking out for their best interest and protecting the brand,” said Sanseverino, pointing out his company is aware there is a real person behind every brand. Quality products and good customer service are the two cornerstones for the company.
In addition to product development and logistics, Synergy works with clients to develop e-commerce platforms
and marketing tools such as videos for use on social media. Bray said being located in Memphis has helped the company better serve its clients.
“Memphis, Tennessee, is a great location. We are just a few miles down the road from the Fedex Hub so we have a lot of great relationships,” said Bray. “... And also, the speed. Being here in Memphis you are cutting off another leg of transportation from another city. We can get products to customers in one or two days.”
Jennifer Chandler is the Food & Dining reporter at The Commercial Appeal. She can be reached at jennifer.chandler@commercialappeal.com and you can follow her on Twitter and Instagram at @cookwjennifer.