expected to grow at a compound annual growth rate of 2.48 per cent between 2025 and 2030 to reach $7.04 billion in revenue.  Inside Retail connected with Nathan to learn more about how he came up with a brand concept that stands out in a highly competitive market and how he plans to drive business through strategic retail partnerships.  Inside Retail: How did you come up with the concept for Caraway? Jordan Nathan: Several years prior to launching Caraway in 2019, I had a bad experience testing a traditional non-stick pan. It released toxic fumes, and after a call with poison control, I learned I’d likely been exposed to teflon poisoning.  That moment pushed me to dig into safer alternatives and ultimately build a kitchenware brand that made non-toxic the standard. We started with ceramic-coated cookware, but have since grown into additional categories and materials.  Today, the brand includes bakeware, food storage, prepware and gadgets, along with stainless steel and enameled cast iron collections, all designed with the same focus on safety, performance and elevated design. IR: In a hypercompetitive cookware market, what are Caraway’s main points of differentiation? JN: We’ve always believed that non-toxic shouldn’t be a tradeoff, so our first point of differentiation is the material standard itself.  Everything we make is designed to be free of per- and polyfluoroalkyl substances (PFAS) and other harmful chemicals while still performing at the highest level.  The second differentiator is design. People want products that look as good as they perform, and Caraway has always been about a curated, design-forward system that brings cohesion to the kitchen.  Finally, we’ve leaned into accessibility through our omnichannel approach, making sure customers can discover Caraway in the places they already shop, whether that’s our own site or a trusted retail partner. IR: Speaking of trusted retail partners, Caraway has built a rather impressive list, including names like Crate & Barrel, Macy’s, and Target. Not to mention, the brand has also built a thriving DTC platform. Are there any plans in the works to launch a permanent brick-and-mortar location? JN: We’ve experimented with in-person experiences through pop-ups and shop-in-shops, and those have been really valuable for connecting with customers.  Right now, our focus is on growing our wholesale partnerships, since they already put us in the neighborhoods and stores where our customers are shopping. We’re always exploring ways to bring the brand to life offline in a way that feels thoughtful and aligned with our long-term strategy. IR: What were the initial challenges of building up the business? How did you navigate them? JN: In the early days, one of the biggest challenges was building trust in a category where consumers had long relied on legacy names.  Education was a big piece of that – we had to help people understand what materials were safe without overwhelming them or creating fear. At the same time, sourcing at scale was a hurdle. Finding the right partners to consistently deliver safer coatings while keeping design integrity intact took time.  We overcame both challenges by being transparent, investing heavily in customer support and content and growing at a pace that allowed us to maintain quality. IR: What have been the major ‘wins’ in running the business thus far? JN: I think one of the biggest wins has been proving that non-toxic and design-forward kitchenware can scale beyond a niche.  We’ve expanded far beyond our original cookware into categories like bakeware, food storage and prep tools, while still keeping the same brand DNA intact.  Another major highlight has been our retail growth. Our multi-year partnership with Crate & Barrel is a great example of how we can bring Caraway to a wider audience through exclusive drops, while also maintaining strong DTC momentum. Seeing both sides of the business thrive in tandem has been really rewarding. Recently, Caraway partnered with Crate & Barrel (the first major retailer to stock your brand) to launch the Blue Lagoon Collection – an exclusive coastal-inspired assortment spanning cookware, bakeware, and more. IR: In addition to this collection, what other retail initiatives can consumers expect to see next from the company, moving into the end of 2025 and going into 2026?  JN: Looking ahead, we’ll continue to deepen our wholesale relationships through exclusive color stories and curated assortments that feel unique to each retailer. At the same time, we’ll be introducing more products across prep, serve and speciality categories to round out the ecosystem we’re building for the kitchen. IR: What strategies is the brand planning to tap into in the next one to two years to promote growth and brand awareness? JN: We see retail as a powerful acquisition channel, especially through registries and gifting, which bring new households into the brand at important life moments. Education will continue to be a big focus, too.  As PFAS bans come into play and consumers start asking more questions about what’s in their products, we want to make sure Caraway is the trusted voice leading that conversation.  Then there’s also design, which is always at the core of how we grow. Keeping the assortment fresh with limited exclusives and thoughtfully expanding into adjacent categories allows us to stay relevant without chasing trends. IR: Where do you hope the brand will be in the next five years? JN: I’d like Caraway to be the household name for clean, beautifully designed home essentials. That means continuing to lead with safer materials as regulations evolve, thoughtfully expanding into new home categories that make sense for our customers, and proving that a values-driven approach can resonate at scale. IR: What is a piece of advice you would give to yourself at the beginning of your brand founder journey? JN: I’d tell myself to be patient and stay anchored in the principles that matter most. In the beginning, it’s easy to get distracted by shiny opportunities or to want growth at all costs. What I’ve learned is that protecting the brand’s core values creates a stronger foundation for everything else.