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All-Clad, TJX, and Brand Value Destruction

classicist | Apr 6, 201808:38 PM

I've been rebuilding my kitchen item by item and have noticed an interesting trend that I wanted to share with the community.

I have noticed over the past six months a significant amount of All-Clad being discounted at TJX Stores (Home Good, Marshalls, TJ Maxx), including items that indicate the source could only be All-Clad themselves.

These include:
A number of All-Clad TK (Thomas Keller) products (a line that is supposedly exclusive to WIlliams Sonoma), paired with All-Clad D5 Lids - which other sources would not have access to - all at prices usually lower than even the All-Clad seconds sale - and these are not seconds.

Discontinued items - like Windsor Pans

And most tellingly - a product that simply does not exist - I was able to purchase what is clearly a prototype for the TK line but never produced - a 8 qt Stockpot that is copper core with the matte finish (like the rest of the TK line) with All Clad Handles but no stamp on the bottom - see pictures.

As a consumer this is somewhat perplexing to me as it seems to significantly devalue the brand.

Why wouldn't All-Clad simply destroy (or melt down) their excess stock like many luxury manufacturers do? You don't find Louis Vuitton in discount stores.

I imagine this could also jeopardize their contract (and good will) with Williams Sonoma.

Why would anyone ever pay retail for these knowing this?

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