In keeping with its diverse product offering, Villeroy & Boch has renamed its tableware division to dining & lifestyle – a move the company says better reflects the changes within the division.
The new name came into effect from 1 January but the restructuring has gradually been taking from throughout 2019 and 2020. Villeroy & Boch point out the department ‘offers far more than tableware nowadays, the product portfolio has become much more diverse’.
They add: ‘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’.
Speaking about the change in pace for the division, Gabi Schupp, dining & lifestyle director says: “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. Furthermore, 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.”
Clear product line structure
Villeroy & Boch Signature and like. by Villeroy & Boch, which now complement the Villeroy & Boch core brand, 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 Schupp explains. “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.”