Eva Longoria launches her own brand of kitchen utensils in partnership with Heyday
Actress Eva Longoria is launching a cookware brand with Heyday in the e-commerce company’s first celebrity partnership, which is investing in new consumer brands to sell on Amazon.com Inc’s marketplace .
The brand, called Risa, will debut Nov. 1 with a selection of versatile, non-toxic pots, pans and kitchen accessories in three colors, including a $225 set. Longoria, who rose to fame with the 2000s comedy-drama series “Desperate Housewives,” is a co-founder and will own a stake in the company. Additional financial terms were not disclosed.
Heyday raised $555 million in funding in 2021 to acquire, start and grow consumer brands to sell on Amazon’s marketplace. Heyday was valued at more than $1 billion in that round, according to a person with knowledge of the matter, who asked not to be identified while discussing private information.
The management of the San Francisco-based company sees the industry as a new digital version of consumer packaged goods conglomerates, like Procter & Gamble Co. or Reckitt Benckiser Group Plc. Investors include Raine Group, General Catalyst and PremjiInvest.
Managing Director Sebastian Rymarz said Heyday currently has 20 brands in the market and focuses on three product categories: home, personal care and outdoor. An in-house team woos entrepreneurs to gauge their interest and determine who might be a good partner.
“We’re building these forays with entrepreneurs, partnering to incubate brands and acquire brands,” Rymarz said in an interview.
Celebrities are becoming increasingly involved with the brands they put their name to, and Longoria has added new projects in recent years. In 2020, she joined Natalie Portman as co-owner of Los Angeles’ National Women’s Soccer League’s new franchise, Angel City FC, and last year launched a tequila label, Casa Del Sol.
“The kitchen utensils felt so natural for the space I’m in,” Longoria said in an interview. She’s built a significant following in the cooking industry since writing her first cookbook over a decade ago and will host an upcoming cookery and travel show on CNN. “Everyone knows I’m the biggest foodie.”
In cookware, Longoria said she’s been approached by other suitors in the past who wanted to allow her name and likeness for potential lines, but all the offers just “slapped my name on something.” “. The arrangement with Heyday allowed him to enter into the design process.
“In cookware and cookware, there’s always a new gadget, a new thing, a new fashion,” Longoria said. “I would like to develop the brand with the ideas of functionality and security.”
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