thousands of visitors expected at the Staub clearance sale to buy the famous casseroles

The cast iron casserole dishes created by Francis Staub in 1974 are still as successful as ever. This year again, the brand is organizing its big annual clearance sale from November 21 to 23 in Turckheim (Haut-Rhin), a few days before Black Friday. A highly anticipated sale, which should once again attract thousands of visitors, keen on good deals.

Staub is 50 years old, but this is the 32nd year that the Alsatian manufacturer of cast iron casserole dishes has organized a big clearance sale. The event takes place until Saturday November 23 in Turckheim, in the historic store of the stork brand. The best-selling product? “In France, it is the oval casserole dish measuring 33 cm and the round casserole dish, 26 cm in diameter.confides Emmanuel Dubs, the general director of Staub, but the trend has been towards smaller casserole dishes for several years”.

There was a crowd this Thursday, November 21 for the opening of the sale. “I come every yearsays this Parisian restaurateur, In a restaurant, there is breakage, so I stock up a little. It's definitely cheaper too.”. “I come for my children, confides this client, When we like to cook, we go for products like that. They are made to last”. “We know that we make great food there”assures another visitor who came to replace old utensils.

Quite expensive products in normal times since the prices observed vary between 200 and 400 euros. This weekend's clearance sale is therefore an opportunity for lovers of high-end kitchen utensils to be able to treat themselves with more accessible prices. “We offer discounts of 30 or even 50%” specifies the director, present in the store for the occasion.

“Normally, three people work in Turckheimthis Emmanuel Dubs, but for the sale, thirty people are present to take care of the customers“. Because until Saturday, “nearly ten thousand people could push the doors of the store“, according to management forecasts.

The Alsatian version of the cast iron casserole dish was Francis Staub's idea. At the beginning of the 1970s, the self-taught entrepreneur, who grew up surrounded by pans sold in his parents' store in Colmar, first began manufacturing fondue pots for cheese. Before opting for the casserole dish, a truly timeless kitchen utensil. While the French discovered the first microwave ovens, Francis Staub preferred to bet on a traditional object, which was passed down from generation to generation. A success.

For the manufacture of his casserole, Francis Staub chooses cast iron, a material which diffuses heat more evenly. He prefers to equip his utensil with a flat lid to differentiate himself from the competition. Then, on the advice of the great chefs he worked with, he developed the famous picots which he distributed under the lid of his casserole dishes. A tip that allows you to trap steam in order to retain humidity during cooking. Upon arrival, the products that have simmered inside remain tender.

At the beginning, casseroles were mainly sold to professionals. Great chefs like Joël Robuchon or Paul Bocuse have largely contributed to their notoriety. Over the years, the clientele has expanded to include individuals. Two thirds of sales are now made to the general public.

The object has become cult in its 50 years of existence. Sales have even increased sevenfold over the last fifteen years. The 100% French manufacturing of the casseroles takes place in a factory located in Merville in the north of the country which has 380 employees. One and a half million pieces are manufactured per year, of all sizes and in around twenty colors. More than 90% of production is exported, especially to the United States as well as Japan and Korea.

In 2008, the inventor of the Alsatian casserole sold his company to Zwilling, a German brand specializing in kitchen accessories. There is no longer any production in Alsace.but for customers it remains an Alsatian brand“, assures Emmanuel Dubs. Today Francis Staub lives between Paris and Colmar. In June 2024, the industrialist was present to baptize a street that bears his name in the center of Turckheim.