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4 direct-to-consumer kitchen startups that are changing the way we shop for cookware and knives

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Cooking is not a skill that we simply enter the world knowing. We gain the know-how from a variety of sources — cookbooks, classes, parents, friends, cooking shows — but it can still be complex and confusing.

In a similar way, that's how most of us shop for and use cookware: bumbling around somewhat nervously, trying to make sense of the different materials and uses, and collecting tools from parents and roommates that have seen countless kitchens before our own. Sure, you can throw out your old pots and pans and start from scratch, but if you want high-quality, well-constructed cookware, you often have to pay up first, spending hundreds of dollars on name brands. 

You're not alone in these struggles, and just in the past few years, new companies have emerged to lend you a helping hand in the kitchen — many offering products for half the price of traditional top brands.

They all understand that the joys of food, cooking, and eating become even sweeter when your kitchenware lasts a lifetime but doesn't take a lifetime to pay off. Made with the best materials and processes available, these knives, pots, pans, and tools perform impressively well and are perfect for passionate home cooks like you. 

If you're looking to upgrade your kitchen tools and cookware without breaking the bank, look no further than these 4 new direct-to-consumer kitchen companies. 

SEE ALSO: 15 highly rated kitchen tools on Amazon that make meal prep easier

Made In: Putting top US craftsmanship in front of enthusiastic home cooks.

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Shop cookware at Made In here and read our review of Made In here

Background and founders: Chip Malt and Jake Kalick wanted to create a company that gets people excited about cooking in the kitchen and offers exceptional cookware made from the best sources. They found their quality standards met by American manufacturers and often use customer feedback to influence product design and release decisions. 

What it sells: 

Materials and construction: Made in the US by manufacturers with more than 150 years of cookware experience, the pans and pots have a five-ply construction of thick stainless steel and aluminum. They're induction-compatible and dishwasher- and oven-safe. The nonstick pan is PFOA-free. 

Additional info to know:



Material: Whittling your kitchen tools down to the basics, with style.

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Shop kitchen tools at Material here and read our review of Material here

Background and founders: Eunice Byun and David Nguyen hated the clutter of their kitchens, which were filled with hand-me-downs, poor-quality tools, unnecessary accessories, and unsophisticated color palettes. When they asked themselves, "What would we want in our own kitchens?" they answered: simple, sleek, and carefully-designed tools made from world-class materials, for half the price of premium brands.

What it sells: 

  • The Fundamentals ($175), a kitchenware essentials set consisting of an 8" knife, paring knife, tongs, wood spoon, metal spoon, slotted spatula, all contained in an angular wooden base. Available in two handle colors and two wood colors. 
  • 8" Knife ($75), a strong, well-balanced, and sharp chef's knife. Available in two handle colors. 

Materials and construction: All the products are made in a region of southern China known for its expertise in knife-making and kitchenware manufacturing. The knives are made from three layers of Japanese stainless steel: the outer two are corrosion-resistant while the inner one is a high-carbon steel.

Additional info to know:

  • Free shipping
  • 60-day return policy 


Misen: The Kickstarter darling that has expanded past knives.

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Shop knives and cookware at Misen here and read our review of Made In here

Background and founders: Misen's name comes from the term "mise en place," which describes how chefs set up their stations before service. In a similar way, Josh Moses and Omar Rada wanted to prepare people with the right tools to cook better. They launched with their first product, the Misen Chef's Knife, on Kickstarter and raised over $1 million in one month. 

What it sells: 

Materials and construction: The knives are made with a a high-carbon Japanese stainless steel. They have a sloped bolster for better comfort and control, and edge angles of 15° instead of the standard 25° for a sharper cutting face. The cookware, made in China, features a five-ply construction of thick stainless steel and aluminum. It is also induction-compatible and dishwasher- and oven-safe.

Additional info to know:

  • Shipping starts at $5 
  • 21-day return policy 
  • According to its website, a Lifetime Sharpening Program is in the works 


See the rest of the story at Business Insider

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