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Groupe SEB Invests in FoodTech Brand Chefclub
Tuesday 26 January 2021

French cookware and small appliance maker Groupe SEB (PAR: SK) has inked a new partnership agreement with foodtech brand Chefclub, and acquired a minority stake via its investment company, SEB Alliance, the group said.

Chefclub is a start-up created in 2016 by three brothers, Thomas, Jonathan and Axel Lang, has set as its corporate mission.

Chefclub has rapidly become a leading brand in the production and dissemination of cooking content. It has already sold 700,000 books and launched a series of innovative products for kids, which more than 150,000 families have enjoyed so far, all created in collaboration with its online community.

Groupe SEB said it decided to partner with Chefclub, in its new round of financing, for its appeal of experiential content and direct access to online communities which represents the future of e-commerce.

A true Digital Native Vertical Brand, Chefclub has built a relationship of trust with its users, who they can consult and involve in the development of their products. Each product is designed based on the tastes of and requests and comments from the online community, expressed at different stages of the creation process.

As viewers switch from television to social media, Chefclub promotes its brand and its products via video recipes viewed all over the world.

This acquisition is also part of joint efforts which will be stepped up in H1 2021 with the launch of a range of products under the brand license "Chefclub by Tefal," including skillets, saucepans, kitchen tools and small domestic appliances.

Created in collaboration with the Chefclub community, this range combines Chefclub's expertise in the development of creative recipes with Tefal's sustainable design for simple products to make cooking easier.

It will be launched shortly in France and internationally (Germany, Brazil, Italy, South Korea, Canada, Spain, the UK and Mexico), and will be sold via all offline and online channels as well as directly to customers on the Tefal and Chefclub websites.
Date Published: 26/01/2021