Food Network: Stall Downstairs

By JULIETTE ROSSANT Online and on-air sales are great, so how could it hurt the Food Network to have its own brass sales plate, too? Especially in its own building? Thus we learn the Food Network is adding a storefront to its business plan. Well, a little front. Come to think of it, more of a stall, really. FN has announced that, come November 2007, it will be opening a branded area in the front of the Chelsea Market Basket store in the Chelsea Market building, which already houses FN's Manhattan studios. FN already sells its products online (see "Cooking.com Beefs Up Food Network Store") and at Kohl's department store chain. The commercial thoughts (for what is the Food Network, if not commercial?) here are that fans and tourists flock to buy celebrity chef cookbooks, DVDs, aprons, oven mitts, canvas tote bags, t-shirts, track jackets, spices, oils and other doodads on their way to audience appearances of the Iron Chef America and other shows. One has to wonder: why is the Food Network taking a "stall" in a store rather than going out on its own? Has it not amassed enough brand awareness to merit its own store, in the great tradition of the Disney Store and Apple Store? Recently, the Food Network announced its aim to increase the number of products it offers online from 1,000 to 20,000 (see previous). How will FN squeeze a small fraction of those into its stall -- and still leave room for Chelsea Market Baskets? Previous articles: Cooking.com Beefs Up Food Network Store Rachael Ray Greases Dunkin' Donuts Valentines Knives: Cut to the Heart Xmas Shopping: Rating Celebrity Chef Cookware [Food Television - complete] Technorati Tags: superchefblog, Juliette Rossant, super chef, celebrities, chefs, food, restaurants, cooking, branding, cuisine, blogging, food blogging, Food Network --> back to Super Chef