German table and homeware giant, Villeroy & Boch, has renamed its tableware division to dining & lifestyle, as the culmination of a gradual process which began in 2019 and was completed fully effective from January 1 this year.
The new department offers far more than tableware nowadays whilst the product portfolio has generally become far more diverse. The company said in a statement:
‘While the demand for complete crockery sets and table accessories has been declining steadily in recent years, home accessories and gifts have been growing in popularity’.
Dining & lifestyle director, Gabi Schupp, commented: “We and others have been observing these changes for many years now. It has encouraged us to continue diversifying our product portfolio and provide our customers with inspiration for decorating and furnishing their entire home.
“Our products also make perfect gifts, for others as well as for oneself. By changing our name, we wanted to communicate this transition to the outside world and show that the division is now in a stronger position to meet future demands.”
Villeroy & Boch Signature and like. by Villeroy & Boch, were launched to emphasise the clear structure of the product ranges. “While Villeroy & Boch Signature pays tribute to the company’s history and our selected premium collections are united under one umbrella, the core brand continues to include timeless tableware and home accessories for all tastes,” Gabi added.
“We aim to explore new avenues, try the unexpected and appeal especially to a younger target audience with like. by Villeroy & Boch. In addition to modern short product lines, the focus of our attention here is the ongoing pottery trend and an out-of-home concept. Because we want our porcelain to make people feel at home even when they’re on the go.”