When Sainsbury's launched their Home Store in 2003 they looked to Conran for a unique & iconic cook-shop offering, which would form the flagship for the department.
The resulting 120-item 'bY' kitchen range includes tableware, expert chef's knives, cookware, kitchen electricals and even a barbeque. All the items are refined and designed for hard usage - sophisticated as well as robust.
The cookware was selected for D&AD Product Design judges and later won an international iF Award. The 'Balloon Barbeque' was cited as one of the ten most iconic products of 2004 by Elle Decoration magazine.