Celebrity chefs meet e-commerce

Three master chefs of TV fame will help online retailer Rue La La sell cookware.

Paul Demery

Rue La La, a members-only online retailer of lifestyle products ranging from fashion apparel to home furnishings and cooking ware, will debut next week a series of videos featuring celebrity chefs whipping up their favorite recipes. And while learning the cooking techniques, viewers will be able to buy in an online boutique featured adjacent to the video the same pots and pans and knives the chefs are using.

“The celebrity chef curated Sunday Supper series is revolutionizing the cooking and shopping experience by offering access to the tools and tips all in one place,” says Michael Mosca, executive vice president, living products. “Through these boutiques, members are able to watch the chefs create the recipe from start to finish and then immediately have access to the elements needed to bring it to life.”

The video series begins on RueLaLa.com this Sunday, July 14, featuring Chef Sam Talbot, a North Carolina native who has been voted a Fan Favorite while winning a cooking competition on Bravo TV’s “Top Chef” program. Talbot is known for recipes like “Marinated Tuna with Blood Orange and Buttered Toast” and “Coriander Grilled Beef Tacos with Kim Chee and Bean Sprouts.”

Talbot will be followed in subsequent videos by Hung Huynh, a Vietnamese-American chef who has also been a winner on “Top Chef” and specializes in seafood dishes; and by Amanda Freitag, who has competed on the Food Network’s “Iron Chef” TV program, appears as a judge on the network’s “Chopped” cooking program and is known for her Mediterranean recipes prepared with organically grown food sourced from local farmers.

In each Sunday Supper video, the featured celebrity chef will provide step-by-step instructions for preparing dishes, while also revealing special cooking tips and advice on using the proper cookware and kitchen tools, Rue La La says. Each chef will also provide a second recipe that members can view in the online boutique adjacent to the video. The videos are being produced by Todd Camhe Productions, a spokesman for the retailer says.

In addition, Rue La La members will be able to enter sweepstakes associated with the chef videos, with such prizes as personal grocery shopping trips in New York City with Freitag and in the ocean-side village of Montauk, NY, with Talbot. A third prize will be a complimentary dinner for four at The General, an Asian fare restaurant in New York where Huynh is the chef.

Rue La La, No. 76 in the 2013 Internet Retailer Top 500 Guide, is owned by Kynetic LLC, a company formed in 2011 following the sale of GSI Commerce Inc. to eBay Inc. Kynetic also owns other properties formerly under GSI, including online sports retailer Fanatics (No. 43 in the Top 500) and fulfillment service ShopRunner.


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