Visions cookware is one of the most renowned brands that we all probably grew up listening to. The company was originated back in France. That was introduced in the late ‘70s. It grew out tremendously in a short time and took over all the European markets pretty rapidly. The brand was initially introduced in the United States in 1983 and grew to be one of the most selling cookware for quite some years. But sadly, Visions cookware has discontinued manufacturing completely, and you are not able to get your hands on them now.
Why Is Visions Cookware Been Discontinued?
The Popular Belief
There were widespread rumors out there that Visions utensils and cookware used to blast, leak or break under pressure, and that is one of the most common reasons that caused the steep decline in the sales of cookware. Many independent authorities have conducted extensive researches and tests on the cookware they could get their hands on and found them pretty decent in terms of quality and durability. So, this is believed to be not the issue, and there were some other possibilities that might have caused them to cut their production off completely and wrap up the production units. Some other reasons that might have been involved in the decision were.
Visions cookware had revolutionized the process of making cookware, and they used corning visions cookware that was primarily made up of glass. This might also be the reason that people believed the rumors as they never thought glass could be more durable than your regular stainless steel. Although, the cookware by Visions was not only beautiful and highly durable as well and there is no solid proof of these rumors being true except a very low percentage where there were tons of other factors involved and that added right insult to the injury.
High Competition and Production Cost
While Vision easily took over the market thanks to their revolutionary idea of using glass for cookware where you can easily see inside the pot. Their production costs were higher as well, and that meant slightly more expensive pots than their competitors out there. Once that idea lost its charm to the consumers, there was nothing more for them to develop and offer to their users. This was a huge blowback to them and probably one of the main reasons that they lost their edge because nostalgia is not good for businesses, and they need to keep developing new products.
High competition in the US market served as the last nail in the coffin. There were tens of companies out there who were using more economical production methods and used traditional materials that allowed them to cut on their costs and lower down the prices. This way, they were able to offer some new technologies at lower costs and got the hold over the market. But in the end, rumors about exploding, cracking, and stuff like that is what cracked them up, and they were forced to shut the production off and discontinued their company.