IHA gets acquainted with Rob Kushner, co-founder of Urban Trend, based in Costa Mesa, Calif., creators of unique and affordable kitchen gadgets. They will display their innovations in everyday tools in Discover Design N8408 at the 2017 International Home + Housewares Show.
Growing up around the corner from each other in a typical Los Angeles suburb, Rob Kushner and Michael Stoll were like family. Like all college-bound kids, their first gadgets came from the drawers of their parents’ kitchens. For Rob, it was a garlic press that is now called “vintage” and was made in Switzerland. That garlic press is now decades old and is still one of his favorites. Fast forward many years and Urban Trend has a growing line of kitchen gadgets that add a unique twist to ordinary kitchen tools.
Rob, tell us about how Urban Trend started.
Design and manufacturing kitchen gadgets is a second career for both of us. I was a lawyer and Michael got involved on the business-end of the tech industry early on. We left those early careers and start our own business. Urban Trend took a long time to find its groove and get off the ground but, when it did, we wanted to design and create kitchen gadgets that were so cleverly designed and durable that they would end up in our children’s kitchens one day. UT Brands, formerly Urban Trend, was founded January 2003. We launched the Urban Trend gadget line in March of 2015 with two items.
Our design philosophy is to create products that solve problems so that you can cook great food. Providing new solutions is not enough; ergonomics, simplicity and durability are at the forefront in the design process. We believe that quirky designers and innovative engineers collaborate to create and we are dedicated to driving great ideas into great products that will bring you satisfaction for many years!
Rob, where do you find inspiration when designing new products?
We find our inspiration for products in some unlikely places. In some designs, we have looked at gardening tools for ergonomic handles and positioning. In other designs, we have taken inspiration from tools. Most of our inspiration, however, comes from frustrations that we have had using kitchen gadgets in our own kitchens and just wanting to make things more intuitive and function better.
Are there any specific designers, places or eras that influence you?
No, we are open to inspiration from many sources, some in some very unlikely places who no one has ever heard of.
How do you choose which idea to develop?
We usually proceed with twice as many ideas that we eventually proceed with. Sometimes an idea looks great on paper but, when a proof-of-concept working model is made, it is less innovative so we abandon it. Other times, we are able to correct and even improve potential unforeseen issues that are discovered after using the working model.
How do you identify the key user audience for your products?
Our design briefs closely match our mission statement and design language. Our key user audience is consistent throughout our product line.
Is there an approach or look that joins the functionality, form or emotional appeal of your product line?
We believe that all kitchen gadgets should be innovative and self-explanatory. No one should have to read a detailed manual before they start to cook and enjoy great food.
How do you use social media?
We use social media, such as Facebook, to engage in a two-way conversation with our audience. They provide feedback which helps us improve our current product or come up with new inventions that help fill in a void.
Where are your products manufactured?
We design everything in the U.S. and Europe, but to keep our kitchen gadgets affordable, we manufacture everything in China. Some of our components and plastics are made in Japan and Europe and imported.
How do you see design’s importance in our industry as it moves forward?
Unfortunately, with the increasing importance of cost-conscious mass merchants and the slow demise of independent kitchen shops, we see design as less and less important. We are trying to buck that trend and offer cost-effective great designed products. It is a challenge as great design can be expensive and there is the constant struggle to add features and great materials but also to keep things to an ever-tighter price point demanded by the mass merchants.
Can you give us a preview of what you will be showing in your booth in Discover Design?
Yes, we will debut several new kitchen products—all easy to clean and top-rack dishwasher-safe—that will improve your cooking experience.
Look for The Finger Armor™ Cutting Guard, which protects your fingers and securely grips fruits and vegetables thanks to its non-slip silicone grip.
The Reverso Funnel™ is a two-cup measuring cup with our patented easy-to-read design that lets you see measured amounts from any angle. It has an integrated funnel that is simple to detach and snaps neatly into the funnel’s cone-shaped section for easy storage.
Mandoline Slicer™ improves safety with a new hand guard that pierces the food with metal pins to keep the food in place during cutting.
Crushed Garlic Press™ combines functionality and durability and allows you to crush multiple cloves at once, with or without the skins.
Thank you, Rob, for telling us about your company’s beginnings and your latest products. We’ll see you soon in Chicago at Discover Design N8408.
See more about Urban Trend at www.urbantrend.com
Discover Design is the premier destination at the International Home + Housewares Show for trend spotters who make design their priority. Retailers looking for the unique will find early 200 design leaders at Discover Design located at the front of the North Building.
Anchored by renowned brands such as Joseph Joseph, Blomus and Charles Viancin, Discover Design welcomes new exhibitors, such as notNeutral, Victoria Lekach, and Oak Bottle, and introduces 10 emerging companies at the Design Debut incubator. Additional fresh offerings from veteran design-focused exhibitors such as Kikkerland, Zoku and Magisso will also inspire your choices for the coming year. Find more information on Discover Design exhibitors online.
