Tableware manufacturer Serax has partnered with Midlands-based cutlery company Studio William for the UK and Ireland foodservice sector supply.
The brainchild of SERge and AXel Van Den Bossche, Serax has – for the past 30 years – grown from a garage business into a multinational headquartered in Antwerp. Today, it feels it is a leading producer of design-led tableware for the global consumer and foodservice markets.
Studio William supplies retail and foodservice worldwide, using three global warehouses, serving customers through local international offices. It now intends to embark on an aggressive brand-building exercise for Serax. Earlier this year, it opened a barn showroom in the Cotswolds, where a range of over 5,000 Serax products can now be sampled alongside ranges by Riedel and Rosenthal.
Axel Van Den Bossche, CEO, Serax B.V. said: “Our hospitality division is growing internationally from strength to strength. We have known the Studio William brand for many years, we respect their design integrity, and our companies share the same passion for design and manufacturing. This is a very exciting allegiance for us, we look forward to helping support Studio William and our customers in the UK and Ireland.”
William Welch, CEO, Studio William Welch added: “We love the design and handmade feel of the Serax tableware ranges. Through our years of extensive International travel, we have gained a vast knowledge of the world’s finest manufacturing brands and have found that our cutlery is often partnered with Serax tableware in hotels and restaurants here and abroad. Together they have great synergy as brands, and Studio William is very excited to be exclusively representing Serax in the UK and Ireland.
“In addition to Serax tableware, we will be representing their extensive lifestyle collections including furniture and lighting. To help our customers experience Serax, Studio William and Charingworth brands together, we’ve created a new UK and Ireland foodservice website.”