The Le Creuset cookware company is celebrating its centenary. Back in the spotlight thanks to Meghan Markle, cast-iron casseroles and kettles have lost none of their glory and are even enjoying a glamorous renaissance at the top of the trend.
Coloured in gradations of hues, Le Creuset utensils have been enhancing kitchens for a century and magnifying the dishes of chefs the world over. Founded in 1925 in Fresnoy-le-Grand in the Aisne department of the Hauts-de-France region, the company owes its origins to Armand Desaegher and Octave Aubecq, who launched the first cast iron casserole enamelled in a volcanic orange colour.
From a small French company to an international firm
Little by little, Le Creuset casseroles found their way into French kitchens, where simmered dishes and stews slowly simmered on the stove, generating aromas that filled the whole house. All the more so since the status of the housewife, from which the Trad Wife trend stems today, was at its height in the first half of the last century. Available in a range of shapes and sizes, the cooking pot was perfectly suited to the consumer expectations of yesteryear. Roasting, baking, frying… almost anything was possible with a single instrument.
In the 1950s, the Franco-American designer Raymond Loewy designed the Coquette, a round casserole with minimalist, elegant lines. Advertisements at the time read ‘Le Creuset, the gourmet brand’, with a drawing of a woman in an apron preparing delicious meals for her family.
In 1957, Le Creuset bought out its competitor Les Hauts Fourneaux de Cousances, extending its product range to include grills and fondue sets, while boosting its production capacity. At the end of the 20th century, the brand developed products made from new materials, such as stainless steel, silicone and ceramic. The cast-iron casserole remains the company’s timeless product.
In the early 2000s, the foundry increased its industrial capacity with a new moulding line. In 2011, the company recorded sales of €244 million, 90% of which was generated abroad. Thanks to its financial strength, it invested in a 28,000m2 factory on its historic site and took on new staff. Three years later, on the strength of a number of boutiques and factory outlets, it opened its first shop in France, in the 6th arrondissement of Paris.
And as the brand celebrates its 100th anniversary this year, it is unveiling an ephemeral exhibition at the Galerie L’Oeil Bleu in Paris on 16 and 17 April. As announced by the brand, ‘previously unseen archives, exceptional pieces and emblematic creations that have shaped the history of cooking’ will be on display. For the occasion, a pecan and vanilla cream tart by Copains Paris will be offered in an orange/brown colour palette to evoke the iconic Volcanique hue.
Meghan Markle puts Le Creuset back in the spotlight
Nectar yellow, Bamboo green, Garnet dark red, Cherry red, Thyme dark green, Sea Salt blue/green, Peach light orange, Meringue beige, Shell Pink powder pink… With their attractive colours, Le Creuset casseroles are now appealing to the younger generation. On Tiktok, the company has over 340k followers and 4.6 million ‘likes’. On Instagram, no fewer than 1.3 million people follow Le Creuset.
This popularity is undoubtedly due to the company’s long-established reputation for quality, its historical heritage and well-thought-out marketing strategy, but it’s also due to the fact that celebrities have put their cooking pots in the spotlight.
The Le Creuset pots have already been seen in the kitchens of Selena Gomez and Cyril Lignac, but Meghan Markle has also recently generated a buzz around the brand through her programme ‘With love, Meghan’, broadcast on Netflix. In it, the former actress and wife of Prince Harry is seen cooking for her family using Le Creuset pots, giving them a great deal of exposure. Searches for the brand have since surged online, which could help it to boost its revenues this year.
Last year, Le Creuset was at the heart of a huge online scam in which singer Taylor Swift, who owns several Le Creuset models, claimed to be giving away several thousand pots to her fans. This scam at least had the merit of proving Le Creuset’s international reputation and popularity.
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Featured photo : © Le Creuset
