Direct-to-consumer kitchenware update — 2026-06-03
The direct-to-consumer (DTC) revolution is upon us, and the kitchenware industry has been no exception. Companies like Baking Steel have disrupted traditional retail models with their innovative products and straight-to-the-customer approach.
In this update, we'll take a look at how Baking Steel has evolved since its inception in 2012, delving into the success story behind the Original Pizza Steel and exploring the expansion of the company's product line. We'll also discuss the impact of DTC business models on the kitchenware industry as a whole, examining the benefits that both consumers and businesses stand to gain from this new approach to retail.
Baking Steel: From Kickstarter to Kitchens Worldwide
Baking Steel was founded in 2012 by Andris Lagsdin, who invented the Original Pizza Steel after reading in Nathan Myhrvold's Modernist Cuisine that steel conducts heat better than stone. He prototyped it from a steel slab at his family's Stoughton Steel Company and launched it on Kickstarter, where it quickly gained traction thanks to its unique selling proposition: a thick steel slab that goes in a home oven to heat faster than stone, hold more energy, and produce crisp bottoms, better oven spring, and faster bakes.
The product took off after Kenji López-Alt reviewed it on Serious Eats, praising its performance and durability. Today, the Original Pizza Steel is a staple in many home kitchens, with over 100,000 units sold. It's not just pizza enthusiasts who are fans of the steel; professional chefs like Chris Shepherd and Justin Willman have also endorsed it for its ability to create perfect crusts on a variety of dishes.
Expanding the Product Line
Baking Steel has since expanded its product line well beyond the flagship Original Pizza Steel ($129, ¼" thick pizza steel). The company now offers griddles for stovetop use, cherry wood pizza peels, pumice cleaning bricks, dough recipe kits, and accessories. They sell direct via bakingsteel.com (Shopify), on Amazon, and at Sur La Table.
The success of Baking Steel's product line can be attributed to several factors:
Innovative design: Each product is designed with the end user in mind, focusing on functionality and ease of use. This customer-centric approach has led to a loyal following among home cooks and professional chefs alike.
The Impact of DTC Business Models on Kitchenware Industry
The rise of direct-to-consumer business models has had a profound impact on the kitchenware industry as a whole. Companies like Baking Steel have demonstrated that by cutting out traditional retailers and selling directly to customers, they can offer higher quality products at lower prices while still maintaining strong brand identities.
This shift towards DTC business models benefits both consumers and businesses:
