A century-old cookware manufacturer based in Kewaskum said it will sign a deal next week to sell products through a firm in China that does direct marketing to consumers, like Amway Corp. or Mary Kay Cosmetics in the United States.
Regal Ware Inc. says its products will be sold through a network of 2 million sales consultants worldwide and 2,500 storefronts in China. The marketer, Joymain Science & Technology Inc., had about $1.5 billion in sales this year and expects $2 billion in 2015, according to Regal Ware.
Joymain’s products include household and health items. The company has a U.S. affiliate, JM Ocean Avenue, that sells nutritional supplements and personal care items.
Most of the company’s business is in China, where Regal Ware also has sales but now stands to gain a much bigger share of the cookware market.
Regal Ware manufactures its products in Kewaskum and West Bend. More than half of the company’s sales are outside of the U.S., said David Lenz, senior vice president of sales and marketing.
Regal Ware says it expects to begin shipping products to Joymain in mid-2015. It was introduced to the Chinese firm through an international business broker.
“We understand the direct-sales business, and Joymain was very attracted to