Dansk Broadens Design Menu To Cater To Casual Consumer

Lenox Corporation is bringing its Dansk brand to a wider consumer audience, through new set-driven casual, contemporary tableware designs.

Dansk will continue to design dinnerware place settings and expand its Kobenstyle cookware range for upstairs tabletop and independent specialty retailers, but will now include dinnerware, flatware and glassware sets at department store housewares level pricing for a more highly consumable marketplace.

“As we look at the marketplace, we see the shift that’s happening with today’s younger consumer and they’re approaching the tableware category differently than previous generations. As a company, we have to be ready to appeal to all audiences,” said Jim Mylonas, vp/gm Lenox crystal and metal, Gorham and Dansk tableware.

“What we’d like to have happen is for the consumer to buy into the brand, and then be able to change within the brand. We want to be able to not only attract them through dinnerware, but flatware and glassware as well,” he said.

The new collection pays tribute to some of the brand’s new and notable designs with updated color schemes, product functionality and packaging configurations. Consumers today are also interested in the story behind the tableware and Dansk’s designer stories also add interest. Dansk has started to amplify that crafted angle, by paying homage to the designer on the product packaging.

In addition to dinnerware, Dansk’s new introductions will also include flatware and glassware. At market, Braxton, LaSalle and Sayer flatware will offer a plastic dishwasher safe wood look.

One of the new organic shaped glassware designs, Marita, is crafted in Japan. “I have always been fascinated by the fact that Scandinavian designs, which is Dansk’s heritage, and Japanese designs, have shared so many guiding principles. A respect for nature is a key input for both,” he said.

For more on Dansk and coverage of the New York Tabletop Market, see the spring edition of NOUVEAU in the April 11, 2016, issue of HOMEWORLD BUSINESS®.