Our Place grew on one hero pan, then bundles and stores.
Launched online in 2019 with a single $145 pan. Four years later it reached 650 Target stores with over 90% of sales still direct.
BLOOM10X did not work with Our Place. This breakdown uses public sources only, linked below.
- Sep 2019Launches online with the $145 Always Pan
- Apr 2020One of Oprah’s Favorite Things; profitable
- 2020On track for $20M in sales
- 2022First stores, in West Hollywood and Venice
- Oct 2023Amazon, then 650 Target stores
- Apr 2024Always Pan Pro, nonstick with no coating
Profitable before its first birthday.
The price ladder
Where it sells
Five plays behind the growth.
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Launch one product that replaces many
The Always Pan was built to do the work of several pans, with a lid, a spatula that rests on the handle and a steamer basket. The team spent two years on it, bootstrapped (Forbes, Apr 2024).
Copy this: lead with one hero product that replaces three things your buyer already owns, and name it.
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Make it look good left out
The pan comes in colors like Spice, Sage and Blue Salt. Shahid says people “started to leave their cookware on the stove” (Forbes), which puts it in every kitchen photo.
Copy this: design the product to be seen in your customers’ own photos, then launch each new color as news. Creative →
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Feed the first buyers content
Oprah named it a Favorite Thing in April 2020. In nine months it had 60,000 Instagram followers and a large email list, and it made content for first-time cooks as home cooking took off (Inc., Jun 2020).
Copy this: write for the person using your category for the first time; they need the most help and share the most. Retention →
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Sell the set around the hero
The product page now offers the pan alone, a 7-piece Duo marked Best Seller and a 13-piece Set marked Most Savings. Its live ads push air fryers, titanium pans and a rice cooker; 3 of the first 29 name the Always Pan.
Copy this: once the hero is known, sell the bundle on its page and spend ad money on the next product. Caraway did sets first →
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Go to retail with something exclusive
Our Place opened two LA stores in 2022, then launched on Amazon and in 650 Target stores in October 2023 with Indigo, a Target-only color. It also sells through Nordstrom, Selfridges, Harrods and Liberty (Retail Dive, Oct 2023).
Copy this: give each retailer a color or bundle your site doesn’t sell, so you don’t compete with yourself. Check the margin →
The Always Pan buy box, annotated.
- 1Proof under the name4.6 stars from 40,429 reviews, before any price.
- 2A dated discount$95 against $135, tagged “Black Friday Sale”; the top bar says up to 45% off sitewide.
- 3The button follows youA sticky Add to Cart bar sits at the bottom of the screen.
- 4Color on the first cardFive swatches sit inside the pan-only option.
- 5The Duo is the badge“Best Seller”, $189 against a “$284 value”.
- 6The Set is the anchor“Most Savings”, $315 against a “$518 value”.
Our wireframe of the same box
- 1Proof firstThe review count sits above the price.
- 2A reason to buy nowThe sale has a name and a crossed-out price.
- 3The cheap yes is preselectedThe pan alone is chosen by default.
- 4A social nudge upThe Duo wears the Best Seller badge.
- 5The anchorThe Set shows the biggest saving and makes $189 look modest.
- 6Add-ons before the buttonTwo checkboxes, each with its own crossed-out price.
- 7One buttonIt buys whichever card is selected.
- 8Thresholds below itFree shipping at $135 and a free Titanium Perfect Pot Pro at $300, while supplies last.
Our wireframe of fromourplace.com/products/always-essential-cooking-pan on Nov 10, 2026. Not a copy of their page.
Our math on the buy box
Each option, worked out
The entry point
- $40 under the free-shipping line.
- $205 under the free-pot line.
- Selected by default, so most visitors see this price first.
The badge
- Clears free shipping by $54.
- The pot costs $94 more than the pan alone.
- “Best Seller” is the only social proof on the cards.
The anchor
- The only option that clears the $300 free-pot line, by $15.
- The biggest dollar saving on the page.
- The nav sells the same Set as “$203 set savings”.
Copy this on your product page
- Offer three cards: the hero alone, a best-seller bundle and a big anchor set. Raise AOV
- Badge the middle option, not the cheapest.
- Set the free-shipping line just above the hero’s price, so the bundle clears it.
- Put a gift threshold just under your biggest set’s price: $300 against a $315 Set. Conversion
- Keep a sticky Add to Cart on mobile.
About 330 live ads, few for the pan.
“Black Friday Sale is here!”
Runs as Em Miller with Our Place, started Nov 5, 2026.
See the ad →“My wok is back in stock!”
J. Kenji López-Alt’s co-designed wok, from his own handle.
See the ad →“The Dual Handle Always Pan”
“Our most-requested cookware shape is finally here.”
See the ad →Active US ads matching fromourplace.com, Meta Ad Library, Nov 10, 2026. “About 330” is Meta’s estimate. Of the first 29: 8 sell appliances, 4 titanium cookware, 3 the Always Pan; 6 run from a creator or chef’s handle.
How a creator-handle sale ad is built.
- 1A person’s name on topThe header reads “Em Miller with Our Place”, so it lands like a post. The same creator runs ads for AG1 (see our AG1 breakdown).
- 2The brand’s words“Shop non-toxic cookware, multifunctional air fryers, and more in Our Place’s Black Friday Sale.”
- 3A home settingThe product sits on a counter, not a white background.
- 4The offer as the headline“Black Friday Sale is here! *See terms”, linked to the sale collection.
Our wireframe, built from ad 1167592965600013 in the Meta Ad Library (Nov 10, 2026). Not a copy of the ad.
Three Always Pan videos.
“Despite this expansion, Our Place sales are still over 90% direct to consumer.”
Read it with three caveats.
- The timing was rare. It launched months before lockdowns sent everyone into the kitchen (Inc.).
- So was the press. A founder known from the Malala Fund and an Oprah pick bought reach most brands pay for.
- Deep sale prices need margin. 30% off the hero and up to 45% sitewide only work if your costs allow it. Check yours
- What we’d change: keep a share of ads on the Always Pan, the product with 40,429 reviews, while launching appliances.
Six moves for a $1M–$10M brand.
- Lead with one hero product that replaces three. Creative
- Build a three-card buy box with a badged middle. Conversion
- Set free shipping just above the hero’s price. Raise AOV
- Run sale ads from a creator’s handle. Partnership ads guide
- Give each retailer an exclusive color. Contribution margin calculator
- Work out what a bundle buyer is worth over a year. LTV calculator
Where every number comes from.
- Leigh Buchanan, “She Mentored a Nobel Laureate. Now She’s Helping Home Cooks,” Inc., Jun 22, 2020. inc.com
- Howard Ruben, “Our Place launches at Target,” Retail Dive, Oct 25, 2023. retaildive.com
- Lela London, “Inside The Rise Of Our Place And The Always Pan,” Forbes (contributor), Apr 10, 2024. forbes.com
- Our Place, Always Pan product page and homepage, viewed on mobile Nov 10, 2026. fromourplace.com/products/always-essential-cooking-pan
- Meta Ad Library, active US ads matching fromourplace.com, viewed Nov 10, 2026. facebook.com/ads/library
- Our Place, official YouTube channel (@fromourplace), videos dated Jul 24, 2020 to May 6, 2021. youtube.com/@fromourplace
