Following on from the successful 'Gift Guide for Tools' aimed at consumers looking for unique gifts last year, Mica has its sights set on the cookware and baking market this Christmas, with its premier 'Cookshop Special' brochure.
Tackling a department "often underplayed by hardware stores," Mica launched the brochure in response to members' requests for another specialist brochure ahead of Christmas 2012. Mica ceo Steve Ball said: "We know it's important for stores to stock the products they're advertising if the promotion is to be a success. So we've worked with supportive suppliers to put this brochure together, featuring a manageable number of quality products, each selected by our members at special buy-in prices."

He added that he was "confident [the brochure] will be to everyone's taste!" The new departure for Mica is offered as an optional extra integrated within this month's promotion material, or as a standalone counter-top display leaflet. It launches next Monday (October 15).

Merlin Mica Hardware's Caryl Mutimer said: "We're really happy with the look of the cookshop brochure, it definitely has some 'wows' to draw the customers in store. We've backed it strongly because we've always had a strong kitchen presence in-store and this brochure is new and different, you've got to keep your advertising fresh, otherwise the customers get bored and ignore it."

The brochure includes products from children and adult aprons to pan pets, glassware, teapots and stockpots. There is also a two page spread devoted to everything needed to prepare for the Christmas baking season, as well as gift ideas.