Le Creuset and its enameled cast iron casserole dishes enjoyed spectacular success in England.
INTERNATIONAL – Spectacular sales. The French kitchen accessories brand Le Creuset, best known for its enameled cast iron casserole dishes, organized an exceptional sale this weekend of November 9 in England. The operation took place in an industrial area in Hampshire, in Andover, and everything did not go as planned.
The brand had promised slashed prices on its products, with offers of up to 50% off gratin dishes, various cooking equipment, and even tableware, reports The Telegraph. “Customers will be able to purchase a selection of premium cookware, including limited edition colors, rare shapes and other unique styles at special prices,” she wrote on her site.
A video of the products on sale was also posted on the Le Creuset TikTok account in the United Kingdom, as you can see below. The French brand, founded in 1925 in Aisne, is renowned for the durability of its products, resistant to scratches, stains and temperature variations. Buying a Le Creuset product is therefore often seen as a long-term investment.
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A four-hour queue
These good deals announced did not fail to attract hundreds of British customers. The principle of the sale was simple: first come, first served. Some Londoners got up at dawn to travel a hundred kilometers and hope to be the first to open.
But on Saturday morning, the chaos began. Barely an hour after the warehouse opened, several kilometers of cars were already queuing to enter the parking lot.
Outside the doors, a huge queue had built up, snaking along the sidewalk. Some customers report having waited more than four hours to access the sale. The police had to be called to help to ease traffic flow.
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The most motivated and organized customers, however, were able to find what they were looking for: plates, saucepans, sauce boats, cake molds, kettles… There is no doubt that the elegant aesthetic of Le Creuset products and the brand's emblematic colors will add a « French touch » to their kitchen. This was the second sale from the Le Creuset warehouse in Andover this year, following the sale in March. The brand will celebrate its 100th anniversary next year.
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