Less than a decade ago, launching a direct-to-consumer (DTC) cookware brand seemed like a punchline. When Hexclad entered the market, the idea of competing with legacy kitchenware giants through online-only distribution raised eyebrows. But fast-forward to today: Hexclad is now the top-selling skillet brand on Amazon, and even aired a Super Bowl commercial—an unmistakable sign of mainstream success.
This isn’t just a cookware story. It’s a playbook on how to dominate a niche, use influencers effectively, and win in the new era of commerce. And it's one of the most remarkable e-commerce stories in recent years.
From “Why Would Anyone?” to “Why Didn’t We?”
Founded by Daniel Winer, Cole Mecray, and Jason Panzer, Hexclad positioned itself as a premium hybrid cookware brand—part stainless steel, part nonstick. With clever marketing, high-quality products, and aggressive influencer outreach (including deals with celebrity chefs), Hexclad not only entered a saturated space—it reinvented it.
According to recent Amazon market data, Hexclad now leads the skillet category in both revenue and share, outpacing brands that have been around for decades.
Amazon Market Share: How the Top Skillet Brands Stack Up
Hexclad leads the category with a 14.6% market share and $34.3 million in annual revenue. Despite already being on top, it continues to grow—up 2.2% year over year—thanks to its unique hybrid design and aggressive marketing.
Cuisinart holds second place with a 10.4% share and $22.6 million in revenue. It’s seeing steady growth of 2.6%, showing how a legacy brand can remain competitive by adapting to the dynamics of online retail.
Lodge, long known for its cast iron pans, has slipped to third with an 8.9% share and $22 million in revenue. Unlike its competitors, Lodge is trending downward with a 2.5% decline, signaling possible saturation or a shift in consumer preferences.
GreenPan controls 6.6% of the market and generates $12.4 million annually, posting slight growth at 0.4%. While not a breakout performer, it’s holding steady in a competitive field.
Caraway, a DTC darling known for its clean aesthetic and eco-friendly messaging, has captured 4.4% of the market and $8.7 million in revenue. Its 2.1% growth confirms that its branding is resonating with Amazon shoppers.
Tramontina is a steady climber as well, with a 3.5% market share and $5.4 million in sales, growing at 2.3% annually. Though less flashy, it's benefiting from consistent value and quality.
All-Clad comes in with a 3.2% share and $8.4 million in revenue. It’s up 0.4%—modest growth for a premium brand that continues to hold niche appeal.
Made In, once a rising DTC brand, now holds just 2.8% of the market. Despite generating $8.8 million annually, it’s shrinking slightly at -0.7%, possibly caught between not being affordable enough for mass-market appeal and not premium enough to stand out.
OXO earns $4.1 million a year with a 2.6% share, growing slowly at 0.4%. Its presence in the market remains steady, largely supported by its broader kitchenware recognition.
Blue Diamond rounds out the list with a 2.5% market share and $6.2 million in revenue. It’s declined by 1.6%, potentially facing pressure from more differentiated or better-marketed competitors.
Key Takeaways
Hexclad: Premium, Direct, and Winning
Hexclad's rise is a textbook case in owning the narrative. By leaning into influencer collaborations and championing its hybrid technology, the brand has captured attention—and sales. It's proof that you don't need to start with shelf space to end up with market share.
Cuisinart: The Legacy Brand That’s Adapting
Cuisinart has shown how a traditional brand can transition to DTC-style selling by optimizing for Amazon and creating listings that work for today’s consumer.
Lodge: A Warning for Heritage Brands
Despite strong name recognition, Lodge is declining. The cast iron category may be facing saturation, or Lodge may be losing to newer brands with bolder marketing.
Caraway and Tramontina: DTC Meets Marketplace
These brands are growing quickly, especially Caraway, which brings direct-to-consumer branding into the Amazon ecosystem. Their eco-conscious and aesthetic-first positioning is clearly resonating.
Made In and Blue Diamond: Stuck in the Middle
These brands are losing ground, perhaps due to a lack of strong differentiation. Without either mass-market reach or strong niche appeal, it's hard to scale.
Why This Matters for E-Commerce Brands
Amazon is no longer just a channel for discount cookware or household essentials. It’s a real-time battleground for brand dominance, where both legacy and upstart companies are tested on their pricing, positioning, and operational execution.
If you want a front-row seat to how $100M brands are built today, podcasts like Operators (hosted by Sean Frank, Mike Beckham, and Matthew Bertulli) offer rare behind-the-scenes insights. They break down what it really takes to scale in this environment—from channel strategy to supply chain to team structure.
