DK Household Brands has relaunched German lifestyle housewares brand AdHoc in the U.S. market.
Launched in 1995, AdHoc is known for its diverse range of kitchen and home accessories inspired by European architecture, interiors and contemporary lifestyles. DK Household brands, which also has such brands as Cole Mason, Zyliss and Swissmar, acquired a majority stake in AdHoc in 2019 and increased its ownership of the business to 100% in 2021.
AdHoc sports a new tagline — “Love the Way You Live” — in support of a refreshed brand positioning centered on the meaningful moments at home. The brand marks its U.S. return during the Shoppe Object gift and home show, Augusts 2-4 at the Starlight-Lehigh Building in New York City, according to DK Household Brands.
“We believe that beautiful design has the power to transform everyday moments,” said Julia Beck, AdHoc’s global head of product and marketing. “Whether it’s your first coffee in the morning or dinner with friends, these are the moments that make a house feel like home.”
“U.S. consumers are increasingly seeking products that go beyond utility,” added Yolanda Vilchez, head of marketing for DK Household Brands, USA. “They look for things that reflect and elevate their unique personal style and deliver lasting quality.”
AdHoc is set to feature several new items at Shoppe Object, including:
- Pulse, a sleek insulated travel mug collection.
- Mill Duo, a rechargeable electric double mill with intelligent automatic activation.
- AromaPour, an oil and vinegar dispenser designed for precise, drip-free pouring while preserving freshness.
