But OXO products are not complex product. The majority of their products are injection molded plastic.

So, maybe their core is not product design at all - maybe their core is product concept and product selection. They choose a product type they want, develop the initial concept far enough along to pass it off to the industrial designer who models it - then its contracted out to low-bid/low-cost (presumabley previously used) plastic fab in china.

Seems like a really good model when you have very simple, typically single-digit-materials, products.