Founded in 2001, the Chippenham company represents several European design brands for the UK and Ireland including Stelton, RIG-TIG, Ritzenhoff, Muurla, Variopinte, Momento, Serafino Zani and Livo.
Owner Laurence White said: “All our brands have been working with us for a significant amount of time and our leading brand Stelton has been with us on an exclusive basis for 16 years – a fact of which we are extremely proud.”
Explaining the rebranding, he commented: “Treacle George is a new old company. It was borne out of a curiosity for all things kitchen and table that are well-considered, heirloom-quality, and importantly, oozing in style.
“We celebrate the design and provenance of objects and our mission is to wax lyrical about why we adore them, and why you should perhaps consider them for your business or home.
“The beating heart of any space is the kitchen and table – and we think these shared times with family, guests and colleagues should be celebrated: eat and make merry, in style!”
The name Treacle George originates from Treacle George Pudding: a traditional English layered pastry, treacle and breadcrumb pudding.
Treacle George is exhibiting at The Restaurant Show at Olympia in London from October 2 to October 4 and will launch an online shop next month. A showroom is due to open in the Gloucestershire town of Tetbury in Spring 2018.