Caraway grew on sets first, stores second.
Launched online in November 2019, Caraway leads its ads with a full cookware set and now sells in Target, Crate & Barrel and 500+ Walmart stores.
BLOOM10X did not work with Caraway. This breakdown uses public sources only, linked below.
From one website to retail
Six numbers worked out from public data.
Prices are holiday sale prices in Cream on Nov 10, 2026.
Four plays behind the growth.
“We always push our sets as the entry point into the brand.”
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Lead every ad with the set
Caraway launched with one product, a cookware set. Nathan says almost all acquisition spend on Meta, TV, podcasts and direct mail goes to sets, and single pans get ads only on search (Minds of Ecommerce, 2023).
His reason: a set brings the buyer in at a high price and can make the first order profitable.
Copy this: put prospecting spend on Meta behind your best bundle. Keep single products for Google Shopping and Amazon, where people search for one item.
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Build a price ladder
The set page offers 6, 12, 16, 24 and 31 pieces, and a set costs less than its pieces bought one by one (Caraway, Nov 2026). A $190 two-pan duo, added in September 2022, gave small kitchens a cheaper way in (CNBC).
Linens launched as a gift with purchase, and sitewide sales run about twice a year (Minds of Ecommerce).
Copy this: three rungs: an entry pair, the hero set, a big bundle. Show the saving against buying the pieces separately.
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Make the product page answer the price
Its sets ship with storage, like pan racks and a lid holder, and Caraway built demand with limited-edition colors rather than recipes (Fortune, Apr 2021).
Nathan says $400 from an unknown brand was the big hurdle, so the page leads with reviews, third-party lab results and a 30-day trial (Minds of Ecommerce).
Copy this: put your buyer’s three doubts near the add-to-cart button: proof it works, proof it’s safe, an easy way out.
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Pick stores for registry and touch
Caraway planned stores from the start because so much cookware is bought on wedding registries (Retail Brew, Jul 2026), and its Meta ads still pitch the set to newlyweds (Ad Library). Each retailer gets its own range (Modern Retail, Nov 2023).
For Walmart, it chose the first 500+ stores by matching them to where its online customers live (Retail Brew).
Copy this: use your Shopify order map to choose first doors. Start with a small range and give each retailer something the others don’t have.
Cookware ladder, to scale
Six rungs, one obvious pick.
Doubling from 6 to 12 pieces costs $21 more, and a cart past $725 earns a free Dutch oven.
“…you can get a customer in at a high price, you can achieve profitability on that first purchase”
Channel map
Sets on social, singles on search.
Caraway keeps the website simple and puts extra bundles with retailers and marketplaces instead (Minds of Ecommerce).
How a Caraway set ad is built.
- 1A creator posts it. Many run as partnership ads, like “Dads Gotta Dad with Caraway” (Ad Library).
- 2A first-person problem. “My kitchen had a style problem, not a renovation problem.” Brand-posted versions ask “Still hiding your pans after every meal?” (Ad Library).
- 3The whole set on screen. Brand-posted set videos run 10–13 seconds and mention free storage with sets (Ad Library).
- 4Proof in the headline. “200K+ Five-Star Reviews”, or the switch: “Upgrade to Caraway” (Ad Library).
- 5Risk off, then the click. “Free Shipping $90+ | Free Returns | 30 Day Trial”, and Shop Now opens the set page, not the homepage (Ad Library).
In the holiday window the offer takes over: 36 of the 50 active US ads the Ad Library returned on Nov 10, 2026 led with “Save up to 25% off” (example).
Four live ads, with start dates.
The Meta Ad Library showed about 600 active US ads for Caraway on Nov 10, 2026. Of the first 47 it listed, 46 linked to carawayhome.com, 19 of them to the holiday collection, and 18 ran as creator partnership ads.
A creator announces the sale.
Blake Swanson, as a partnership ad: “Your kitchen wishlist just met our biggest savings of the year”, up to 25% off sitewide. A 52-second video; 2 ads use this creative.
Health and looks in one line.
“Never choose between health conscious and aesthetic.” Headline “It’s Time For An Upgrade”, subline “Quality kitchenware for life”.
Colors and free storage.
“Eight kitchen-worthy colors. Smooth ceramic coating. Heavy-duty handles. Plus, free storage solutions with cookware sets.” 13 seconds.
A creator sells the next category.
Anastasiya Ray on the mixing bowl set: “Three sizes do basically every single thing I need, plus tempered glass lids are a gamechanger.” 6 ads use this creative.
Copy this: let creators carry the sale and the new category, and keep a brand-made static running for the core set.
The set page does the selling.
Their own site, captured on Nov 10, 2026. Tap the numbers on the product page.
Tap a number to see what it does.
- 1Urgency first.A “Selling fast” badge above the product name.
- 2Pooled proof.4.7 stars from 86,682 aggregated reviews; a footnote says they are an aggregate of the set’s pieces.
- 3The saving, three ways.$675 struck to $356, “Save $319” and 47% off, “with 20% holiday + set savings applied”.
- 4The ladder inside the buy box.6, 12, 16 (Best Seller), 24 and 31 pieces (Best Value), one tap each.
- 5Smaller numbers under the button.4 payments of $89 with Shop Pay. Our math: 4 × $89 = $356.
Around the buy box
Three videos worth a look.
Read it with three caveats.
- A pandemic tailwind. Lockdowns sent people to their kitchens in 2020. Nathan says it pulled the whole category forward.
- Retail took money and people. Target stores came after a $35M round. Walmart came once the team grew from 5–10 people to about 100.
- Stores stayed small. In 2022 Nathan expected half of sales from other retailers over time. In July 2026 retail was in the low double digits.
- What we’d change: launch the cheaper entry product in year one, as Nathan says he wishes he had, and use email to move those buyers up to the set.
Seven moves for a $1M–$10M store.
- Put Meta prospecting behind one hero bundle. Keep single products for search. Meta ads →
- Work out the bundle’s first-order margin, then the CAC it can carry. Margin calculator → CAC calculator →
- Price rung two just above rung one, and set a free-gift threshold near 2x the hero bundle. Raise AOV →
- Put reviews, safety proof and a trial next to add to cart. Conversion →
- Run creator partnership ads that open on a first-person problem. Partnership ads →
- Shoot the whole bundle in short videos, one color per cut. Creative →
- Email bundle buyers the single pieces that fit what they own. Retention →
Where every number comes from.
- Jordan Nathan, “How a DTC Cookware Brand Leveraged Product Bundling To Accelerate Growth,” Minds of Ecommerce ep. 29, SplitBase, 2023. splitbase.com/podcast/jordan-nathan-29
- Rachel King, “How Caraway built the most in-demand cookware brand of the pandemic,” Fortune, Apr 4, 2021. fortune.com
- Melissa Repko, “Target stores to sell Caraway pots and pans in online cookware company’s biggest push into brick-and-mortar,” CNBC, Oct 18, 2022. cnbc.com
- Tatiana Walk-Morris, “Caraway strikes deal to sell in 350 Target stores,” Retail Dive, Oct 18, 2022. retaildive.com
- Maria Monteros, “Cookware brand Caraway is now selling all its products at The Container Store,” Modern Retail, Nov 14, 2023. modernretail.co
- “Caraway Expands Retail Presence with Walmart Launch,” Caraway press release, PR Newswire, Jul 13, 2026. prnewswire.com
- Andrew Adam Newman, “How this premium-priced cookware brand landed on Walmart’s shelves,” Retail Brew, Jul 31, 2026. retailbrew.com
- Caraway, Cookware Set product page (12-pc price, set value, reviews, $725 free-gift offer), viewed Nov 10, 2026. carawayhome.com/products/cookware-sets
- Caraway, set pages for the other rungs, viewed Nov 10, 2026: Minis Duo, Fry Pan Trio, Cookware & Minis Set, Cookware, Cookware+ & Minis Duo Set, Full Ceramic Cookware Bundle.
- Meta Ad Library, active US ads for the Caraway page, viewed Nov 10, 2026. facebook.com/ads/library
- Caraway Home, official YouTube channel: “Caraway Is Not Big Cookware | Not Affiliated”, Sep 17, 2026; “Coastline or Tarragon?”, Oct 25, 2026; “Caraway’s Black Friday Sale Is Officially Here!”, Oct 30, 2026.
