Imperial, the UK’s fastest growing home and kitchenware supplier, has enjoyed unprecedented sales in Japan with arc42, its revolutionary ergonomic cookware range designed to prevent wrist soreness and offer optimum comfort and performance.

Created in partnership with celebrity chef and Michelin-starred restaurateur Gary Rhodes, arc42 cookware range recently featured on Jupiter Shop Direct, Japan’s biggest direct to consumer 24-hour shopping channel.  In just three and a half hours of live broadcasts, a staggering 90% of Imperial’s stock had been sold and the best-selling 18cm arc42 saucepan sold out in only three days.

John Newcomb, Imperial’s Commercial Director, performed cookery demonstrations live on Jupiter Shop Direct to demonstrate the benefits of the arc42 cookware range.  “I am delighted that arc42 received such a favourable reception in Japan,” he says.  “The show has a potential audience of 19 million, targeted at women within the 30 to 50 year age group,” John continues.  “Whilst I was cooking, potential customers were calling the show live on air to say how impressed they were with the arc42 pans, thanks to their innovative angled grip, colander free straining and kettle-pouring action.”

On the strength of arc42’s staggering sales performance, Jupiter Shop Direct has already asked Imperial to supply more stock and perform more live cookery demonstrations for a second series in November of this year.

“2006 is proving an exceptional year for arc42,” concludes John.  “The cookware range is also enjoying strong sales under the Heritage brand exclusively through Sears, Canada’s largest department store chain.  Our unique relationship with Gary Rhodes is invaluable in promoting arc42 internationally,” he adds.  “Gary made such a significant input into the unique design of arc42 and he is such a great ambassador for British invention.”


ENDS