The Ginsu brand, known since the 1970s for its knives, will expand into kitchen prep tools (dicers, choppers and other products) under an agreement with licensee Brand Partners Group.

JRL Group,  which signed on as the agent for the brand last summer, brokered the deal. The Ginsu brand is owned by Scott Fetzer Consumer Brands.  Brand Partners will design products around the Ginsu Kiso® line’s core brand with product shipping by Q3.

“We are very excited about this brand extension. Brand Partners is a well-respected company delivering unique, high-quality, well-designed products.  This is truly an ideal partnership for the iconic Ginsu brand,” stated Andrew Lieb, President of JRL Group.

Ginsu knife sets have been a mainstay in the cutlery industry since its launch in 1978.  Ginsu became a household name because it was one of the very first brands to market directly to consumers. It has even been said that Ginsu was the innovator that brought us Direct Response TV (DRTV) advertising!  Ginsu remains one of the most well-known cutlery brands on the market, with multiple lines of knives distributed through numerous online and retail channels.

“This is a great opportunity for us to add kitchen gadgets to our existing product  lines of kitchen knives and kitchen electrics,” said Jeremy Cantor, Business Unit Manager.

“Of course, this is only the beginning. There are numerous natural brand extensions for Ginsu and we look forward to expanding into kitchen electrics and accessories, publishing, home accessories, food and more,” added Randal Moss, Marketing Director.