Claudia Knaupp, executive vice president marketing dining & lifestyle and global branding at Villeroy & Boch discusses the company’s carefully considered approach to both brick-and-mortar and online retail, and hospitality, with each sales avenue demanding a specific and curated strategy. Not forgetting their role as a key trend setter…
laudia, Villeroy & Boch has held its own this year – how have you found market conditions in the tabletop sector over all?
Indeed, the market conditions in the tabletop sector this year have presented their challenges, much like many other industries. We’ve observed a continued shift in consumer behaviour, with a heightened focus on quality, durability, and versatility in tableware as well as on gifts. There’s a clear trend towards products that offer both aesthetic appeal and practical functionality for everyday use and special occasions. This is where Villeroy & Boch could really play on its strengths this year: focusing on timeless design, premium quality, innovative tableware and thoughtful gift concepts, alongside keeping excellent relationships with our partners have allowed us to maintain our strong position.
Villeroy & Boch experienced strong growth with stationary retail partners – more than 11 per cent in the first nine months of the year – which is really encouraging for the industry as a whole to hear. What do you attribute this to?
This growth with our stationary retail partners is driven by several factors. Firstly, it underscores the enduring value consumers place on tangible shopping experiences and the appeal of our products when experienced firsthand. Secondly, it’s a direct result of our robust and collaborative partnerships with retailers. We’ve invested in supporting them through compelling marketing campaigns and attractive new collections. Especially our new Fleur collection was a true highlight for our partners and for us in 2025. Lastly, it also reflects a successful synergy between our online presence and brick-and-mortar sales, as consumers often research online and purchase offline.
Interestingly, the brand also enjoyed nearly nine per cent growth in the upscale hotel and restaurant space, how did Villeroy & Boch facilitate this growth over time?
Our growth in the premium and luxury hotel and restaurant sector is a strategic success built over many years. It’s rooted in our deep understanding of the unique demands of the hospitality industry. We don’t just supply tableware; we offer comprehensive, bespoke solutions that combine exceptional design, outstanding durability, and tailored functionality. Our dedicated hospitality team works closely with leading hotels, restaurants, and cruise lines globally, understanding their specific needs and helping them create unforgettable dining experiences for their guests. The strength of our brand, our commitment to innovation in materials and design, and our ability to deliver customisation options have been key to fostering and expanding these valuable long-term partnerships.
Talk to us about Villeroy & Boch’s focus for the foreseeable – will it veer more towards retail or hospitality?
Our strategy involves a strong, balanced commitment for the retail and hospitality sectors. We see significant potential in both areas and leverage the synergies between them. The brand’s strength built through our retail presence benefits our hospitality reputation, and vice-versa. Many trends that we see with consumers start in the hospitality sector so having a strong basis there, is enabling our success in the retail market.
CLICK HERE to read the full interview in the latest edition of Tableware International,
