Title: Direct-to-consumer kitchenware update — 2026-06-01
Opener: The world of direct-to-consumer (DTC) kitchenware has been a hot topic lately, and for good reason. With the rise of e-commerce and the increasing demand for high-quality, affordable cooking tools, DTC brands have stepped up to fill the void left by traditional retailers. One such brand that's making waves in this space is Baking Steel, a company that specializes in pizza steels, griddles, pizza peels, cleaning bricks, dough recipe kits, and accessories.
Body: Baking Steel was founded in 2012 by Andris Lagsdin after he read in Nathan Myhrvold's Modernist Cuisine that steel conducts heat better than stone. Intrigued by this fact, Lagsdin prototyped a pizza steel from a steel slab at his family's Stoughton Steel Company. The Original pizza steel, which is ¼" thick and retails for $129, became an instant hit after it was reviewed on Serious Eats by Kenji López-Alt.
Since then, Baking Steel has expanded its product line to include a range of high-quality kitchen tools that are designed to help home cooks achieve perfect results in the kitchen. Their griddles for stovetop use are made from heavy-duty cast iron and come with a lifetime warranty. The cherry wood pizza peels are handcrafted in the USA and feature a comfortable grip handle for easy pizza handling. The pumice cleaning bricks are perfect for cleaning your pizza stone or steel, while the dough recipe kits provide everything you need to make perfect pizza dough at home.
Baking Steel's products can be purchased directly via their website (bakingsteel.com), on Amazon, and at Sur La Table. The company has also partnered with various influencers in the food industry, such as Kenji López-Alt and J. Kenji López-Alt, to promote their products and share recipes that showcase the benefits of using Baking Steel's kitchen tools.
Despite the challenges faced by many DTC brands in recent years, Baking Steel has managed to maintain its position as a leader in the direct-to-consumer kitchenware space. The company's success can be attributed to its focus on quality, affordability, and innovation. By continually improving their products based on customer feedback and industry trends, Baking Steel has been able to stay ahead of the competition and attract a loyal following of home cooks who are passionate about making great food at home.
Close: In conclusion, Baking Steel's focus on quality, affordability, and innovation has helped it maintain its position as a leader in the direct-to-consumer kitchenware space. With a wide range of high-quality kitchen tools designed to help home cooks achieve perfect results in the kitchen, Baking Steel continues to be a go-to brand for those who are passionate about making great food at home. Whether you're looking for a pizza steel that will give you crispy, perfectly cooked pizza crust or a griddle that will help you achieve perfect sear marks on your steak, Baking Steel has got you covered. So why wait? Head over to bakingsteel.com or your local Sur La Table store today and start cooking like a pro!
