The famous kitchenware brand held a low-cost sale in the south of England last weekend. A four-hour queue formed on Saturday morning and required police intervention.
The organizers perhaps did not expect such enthusiasm. This Saturday, November 9, several hundred English people converged on the town of Andover in the county of Hampshire in the south of Great Britain. Everyone came to take advantage of the low-price sale organized by the French company Le Creuset, a famous manufacturer of kitchen utensils and particularly pots and pans.
The excitement generated by what the brand announced as its “largest in-person event” was such that a queue formed four hours long on Saturday morning.
“Participants can purchase a selection of premium cookware, including limited-edition colors, rare shapes and other unique styles at special prices,” Le Creuset said on its site.
And for good reason, many participants got up at dawn to come from the capital London or even from Manchester even further north. On social networks, some people present described the sale as “absolute carnage” or even a “mess” but which was “worth it” because of the half-price offers.
The long queue around the venue formed well before the event opened at 9 a.m. and the police had to intervene at 10 a.m. “to help regulate traffic” according to a spokesperson which specifies that it “calmed down around 11:15 a.m.”.
A resurgence of popularity on TikTok
Faced with this high turnout, the first sales session ended at 1 p.m. on Saturday while that of Sunday was postponed by one hour. This was also the second sale of this type organized by Le Creuset in Andover in 2024 after a first in March.
In recent years, the kitchen accessories brand founded almost 100 years ago in Aisne has experienced a real resurgence in popularity thanks to social networks. Young influencers have in fact promoted its utensils in videos published on the TikTok platform.
