Direct-to-consumer kitchenware update — 2026-06-02

Direct-to-consumer kitchenware update — 2026-06-02

Baking Steel, the Grand Rapids-based direct-to-consumer kitchenware business that sells a thick slab of steel for use in your home oven, is still going strong. The company's flagship product, the Original ($129, ¼" thick pizza steel), remains its best seller. It heats faster than stone, holds more energy, and produces crisp bottoms, better oven spring, and faster bakes.

Since launching on Kickstarter in 2012, Baking Steel has expanded its product line to include griddles for stovetop use, cherry wood pizza peels, pumice cleaning bricks, dough recipe kits, and accessories. The company sells direct via bakingsteel.com (Shopify), on Amazon, and at Sur La Table.

The Baking Steel team has also been busy developing new products. They recently launched a stainless steel wok with a bamboo handle that's perfect for stir-frying. It heats evenly and retains heat well, making it easy to cook at high temperatures without burning your food. The wok is available on the Baking Steel website and Amazon.

Another new product is the Cherry Wood Pizza Peel. This peel is made from cherry wood and has a comfortable grip handle. It's perfect for transferring pizzas in and out of the oven without burning your hands. The Cherry Wood Pizza Peel is available on the Baking Steel website and Amazon.

Baking Steel has also expanded its recipe kit offerings. They now offer a variety of dough recipe kits that include everything you need to make delicious homemade bread, pizza, and more. These kits are available on the Baking Steel website and Amazon.

Despite the rise of other direct-to-consumer kitchenware businesses, Baking Steel has managed to maintain its position as a leader in the industry. The company's focus on quality products that make cooking easier and more enjoyable for home cooks has resonated with customers, who continue to buy their products year after year.