July 15, 2004 – Redondo Beach, California -- Universal Relations, Inc. has reached a deal with Target Corporation who will begin selling a full line of URI Eagle Ceramic Knives in August 2004.
Target Corporation has selected URI Eagle Ceramic Knives to become the first ceramic knife brand ever to be marketed by any major retailer. “We are very excited to have been selected as the first supplier of ceramic knives to this major national retailer” is how URI North America President, Grace Li, puts it. “ The fact that it is Target Corporation who will carry our ceramic knives is not too surprising to us.” Grace continues, “Two years ago we first realized what a good fit our unique and high quality products would be for a savvy major retailer like Target.”
“We knew if our price point could be kept down by being very frugal in marketing our new knives that we could attract the attention of a partner capable of bringing us large numbers of customers searching for a real bargain on a trendy gourmet product line that will provide years of use in the kitchen”, says URI’s Grace Li.
Ceramic blade knives stay sharp for years of normal use because they are made from Zirconium, which is second in hardness only to diamond, and that means they can never lose their cutting edge to become dull like steel knives do. Ceramic knives also do not react with foods like metal knives do. Ceramic knives do not turn fruits and vegetables brown like metal knives. Ceramic knives will never leave foul tasting or smelling deposits in your food like metal knives. Ceramic knives have a naturally non-stick surface and are made of a chemically inert ceramic material so they rinse clean and will never rust or become stained.
Gourmet retailers, cutlery shops, and other specialty stores have sold small numbers of the very expensive knives offered by our competition. For a number of years the design, materials, and quality of earliest ceramic knives earned them a less than perfect reputation.
“One Japanese company produces most of the ceramic blades sold in the U.S.A. today” says Justin Johnson of URI. And, then he offers this assessment, “This dominant competitor has enjoyed a high-end niche market by selling ceramic knives for as much a $300 a piece. Our only choice was to find our way to a reach a larger market for our products because there are only a few customers willing to pay the competition’s $200 to $300 price per knife.”
According to Ms. Li, “Target’s customers will be able to own a URI Eagle brand ceramic knife that offers the same benefits that other consumers have been paying from 2 to 4 times as much for, until now.”
URI Eagle Knives will support Target Corporation customers with a 5-year warranty that includes an industry standard free sharpening and minor damage repair service.
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PR Contact information:
For more information you may contact Justin Johnson at URI Eagle Ceramic. The phone number to call is: (310) 921-6526.
You may request more information by mail by writing to URI Eagle Ceramic, PO Box 3805, Redondo Beach, CA 90277.
You may also contact us via e-mail: info@urieagle.com?subject=PR Ceramic Knife at Target