Brabantia is entering an entirely new market category – casual dining.
The company, best known for its waste bins, ironing tables and food prep items, chose the recent Ambiente show in Frankfurt to launch a complete tabletop offer, called Get Together.
Brabantia says it is one of the most comprehensive collections of porcelain, textiles, cutlery and accessories available.
Get Together features three contemporary colourways – white, grey and purple – and a range of materials that includes porcelain, stainless steel, wood, textiles and silicone. Brabantia says that the collection has been put together to make it easy to combine different colours, shapes and materials.
“This is a significant launch for Brabantia, and for several important reasons,” said sales director David Slater. “Firstly, we’re moving into a new market category where we can see great sales potential, but instead of displaying the four product areas separately, the collection is merchandised as a complete concept.
“While the customer is free to buy items individually or in sets, Get Together porcelain, textiles, cutlery and accessories are displayed together to provide the ultimate mix-and-match buying experience.”
Get Together comprises over 100 SKUs, and has already been test marketed in the UK, Belgium, France and Netherlands, where feedback from customers and retailers has been positive, according to the company.
Porcelain items range from dinner plates, breakfast bowls and cappuccino cups to oven dishes and serving platters.
Textiles cover tablelinen, tea towels, aprons and oven gloves, while cutlery includes a 24-piece set as well as serving spoons, salad servers, cake server, cake forks and dessert spoons.
There is also a collection of tabletop accessories such as mills, napkin rings, candle holders and egg cups.
The retail price of an espresso cup will be in the region of £2.75; a napkin will sell at £4.75; and the 24-piece cutlery set at £56.
Meanwhile, Brabantia is also providing a range of options for in-store display, including tables, stock storage units and a mannequin, plus POS material.