Cutlery Manufacturer Opens Novi Store

Kitchen cutlery manufacturer CUTCO Cutlery will open its sixth location at 43215 Grand River in Novi, in mid-April.

According to a company press release, CUTCO is based in Olean, NY, and has sold its products primarily through a national network of college students who sell through in-home personal demonstrations. The opening of retail stores is part of a growing initiative to give these products more visibility to customers and to form a deeper, ongoing relationship with CUTCO owners who live in the Detroit area.

CUTCO Corp. CEO and Chairman Jim Stitt said Novi was selected because of such strong customer support and a “wonderful rich history of loyalty among CUTCO owners in and around Detroit.”

CUTCO estimates that there are more than 180,000 owners in Novi and more than 20 surrounding cities, and 400,000 owners in the greater Detroit area. 

“This is an exciting time for CUTCO,” said Tim McCreadie, Director of CUTCO Stores. “Despite difficult economic times we are continuing to experience significant growth in this region, which has traditionally been one of our strongest areas in the nation.”

According to McCreadie, the store will also give CUTCO an effective way to re-introduce one-time customers to an expanded product line.  

“Over the years, we may have lost touch with many of our local customers,” said McCreadie. “This store will allow them to see our products, have knives sharpened and to re-establish their relationship with us.”

The 3,500 square-foot  store will also serve as the headquarters and training center for the local office of Vector Marketing, the direct sales division for CUTCO.

Ken Coker, also a veteran company sales representative and manager, will manage the retail store. Before taking this position, Coker managed the Lansing store location.

CUTCO’s kitchen cutlery sets, kitchen knives, flatware, accessories, cookware and kitchen cutlery gift sets will be available for purchase. The store also has CUTCO garden tools, sporting knives and KA-BAR Knives.

The theme of the store will detail this history with a focus on family traditions centered on the time they spend together in the kitchen. It is designed in such a way that the retail experience will mirror the in-home personal demonstrations conducted by Vector sales representatives.

“Our customers really must experience the products to get a full appreciation of quality,” said McCreadie. “Demonstrations include slicing vegetables, cutting rope, and even cutting a penny with our shears.These demonstrations are similar to the ones given by sales reps in customers’ homes.

Correction: The new CUTCO store location was incorrectly reported in the original version of this story, as was the number of customers in Novi, due to incorrect information provided.