Cast Iron Cake Stands

Director of Merchandise & Design: DeWitt (Dewey) Kendall

Design Objective: Assortment analysis showed there was likely room for an additional 30% SKU count increase in food display as a category. Price points for ceramic cake stands had started to become restricted as more ceramic cake stands entered the market and all started looking the same. Moulds for glass cake stands were very expensive. Introducing cast iron into the category provided the additional 30% SKU count increase while elevating average IMU of the category by 15% resulting in fully incremental sales in the category.

Inspired by vintage Victorian cast iron table bases.

Cast Iron Cake Stands: Casto Iron & Glass