Sur La Table, Inc. is a private company. It is based in Seattle, Washington. It is a retail company. This Sur La Table sells kitchen items such as cookware, cooks’ tool, cutlery etc.
Also, small electrics, tabletop and linens, glassware and bar, housewares, foods available here. As a record of October 2018, Sur La Table sold products almost in 184 stores in 32 states all across the US. Also, they sold products through their website and catalogs.
They conduct cooking classes which are available in over 80 stores. Sur La Table has a blog known as A Sharp Knife & Salt. The main focus of this blog is on food, chefs, restaurants and products. The corporate headquarter of this company is located in Seattle’s Georgetown.
History of Sur La Table
In 1972, Sur La Table was founded by Shirley Collins. It started with opening a single retail location in Seattle’s Pike Place Market. But unfortunately Shirley Collins sold the company.
It starts “with a mix of upscale national brands and creative local merchants, anchored by an upscale or organic-themed grocery store that encourages frequent trips.” After that Sur la Table became the second-largest specialty cookware retailer in the United States behind Williams Sonoma.
Later Sur la Table launched a website and gift registry program in the year 2011. Again in September 2011, Bahrain-based Investcorp purchase Sur la Table company. But the amount is still undisclosed amount. That time this company had 86 stores.
On February 18, 2020, it was reported that Sur La Table and Discovery, Inc.‘s Food Network Kitchen streaming service would team up together to produce a “first-of-its-kind cooking ecosystem” which may allow students to participate with the in-store cooking class via online streaming.
At least the company was closed all 130 outlets due to the COVID-19 pandemic in March 2020.
In June 2020, this company forced to resign indefinitely 27 workers, lay off almost 18% of the staff. This decision was made from its corporate headquarters in Georgetown. Later In July 2020, Sur La Table filed for Chapter 11 bankruptcy. Then this company was acquired by Marquee Brands and CSC Generation for $88.9 million.
Finally in September 2020, they planned to close all 73 stores.
How did the Sur La Table company bring a unique brand experiences online during the pandemic?
In the start of COVID-19 in 2020, they turning as a company to become a more product-led than a catalog-heavy retailer. It was their DNA to be a place where cooks could find hardtofind things, and the paper catalogue had been of great importance for us. They were trying to make something bigger than just a catalog and which was more about an omnichannel experience.
But their cooking school was their first priority and make them different from others. They believe that how everyone buys these interesting things that is not their main purpose but how those everyone using those products that was the main goal. Their mission was to create people happy through the cooking and sharing of food.
Unfortunately this company closed after corona pandemic. But their effort everyone will remember.
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