FRANKFURT— Beatriz Ball is debuting its brand to the European market at the Ambiente fair at Messe Frankfurt, here.
The company has partnered with U.K.-based White Pebble International, which will handle warehousing, shipping, billing and some marketing for the brand internationally.
For those in the industry familiar with the brand, Beatriz Ball is also debuting a complete brand refresh.
“You always have to reinvent yourself. Lifestyle is what dictates everything. If my customer’s lifestyle changes, we have to change,” said owner Beatriz Ball in a recent interview. She zeroed in on studying the Millennial generation, asking them about their lives, home entertaining habits and what they own.
The Beatriz Ball brand refresh began with a new logo reflecting its sleek, simple design aesthetic, and letting go of one it has held for 20 years, said Ball. The company also embarked on shooting new photography that is simple and visceral, and intends to better convey the craftsmanship that goes into each product. Wood and metalware are handmade in Mexico, and ceramic pieces are made in Portugal.
The photography conveys a look that is fresh, clean and has an organic feel. The previous product photography was oftentimes “prop heavy,” featuring flowers or seasonal accents to the photos that had made them difficult for certain consumer magazines to fit into their spreads and for bloggers to include on their site. In an online environment especially, said Ball, showcasing handmade elements such as hammered metals is important to the brand going forward. Having product that is lightly propped also allows the end consumer to make it their own in their home, reflecting their own personal style.
What she learned from speaking to Millennials is that they rarely set a formal table, and do impromptu gatherings around the kitchen counter. Ball said one of the most popular reasons in her study group for getting friends or family together was on game night, to watch a ball game. She said they serve champagne and small hors d’oeuvres such as cheese and crackers, or they go to Whole Foods to buy meals and are looking for a nice piece on which to heat it up in the oven and also serve it with, said Ball. They are seeking out items such as wood cheese platters and large platters upon which to serve multiple hors d’oeuvres. Taking into account this knowledge, the brand cut its SKU count in half.
Ball said that what Millennials don’t want is a lot of “stuff.” “They want meaningful objects that help define them,” she noted.
Ball said she expects Beatriz Ball’s metals to appeal to the European market, where sterling silver or pewter have been the metals of choice for serving. Beatriz Ball metal serveware is oven safe and offered at a much lower pricepoint alternative, she added.
