Denny's sharpens act with launch of sub-brand

London catering shop Denny’s has ramped up its commercial kitchen knife offering after launching a dedicated website and trade counter.

The company recently set up ‘Soho Knives’, a new concept aimed at supplying chefs with the widest choice of professional knives possible.

The unit will act as a sub-brand of Denny’s, which is best known for its range of chef and hospitality uniforms. New branding was recently added to the exterior of Denny’s store in Central London to highlight the expansion.

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Soho Knives’ ecommerce site features an array of knives from leading brands such as Wusthof, Victorinox, Kai, Henckels and Global, many of which are also available in store.

The company has also used the move to launch its own range of chefs’ knives, incorporating the latest on-trend designs at what it calls “value for money” prices.

Soho Knives’ brand manager, Kadeem Griffiths-Reid, said the first two own-label knives launching would be called ‘Forged’ and ‘Black’. Both are made in the UK.

“The first two Soho Knives ranges to be launched were created by combining chefs’ expertise with world-class manufacturing traditions from Sheffield, the home of British steel, and adding a dash of sharp London style,” he said.

Griffiths-Reid said the firm was “proud” that the range bears the ‘Made in Sheffield’ symbol of quality and said the lines were guaranteed for 10 years.

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