5 minute read
Interview
In Focus Lifetime Brands Europe
The time is now
Launching this autumn, Mikasa Hospitality is a major new introduction by Lifetime Brands Europe. Claire Budgen, marketing and commercial director, tells HoReCa why now is the right time to bring the bumper assortment of tableware to market…
This is a really exciting time for Lifetime Brands Europe with the release of Mikasa Hospitality’s new collection – more than 10 tableware ranges, plus glassware and cutlery – it’s quite the launch. Tell us how this came to fruition? Mikasa has been synonymous with great design and seen as a world leader in tabletop fashion for dinnerware, crystal stemware and decorative accessories for over half a century. Building on this reputation we wanted to steer the brand towards the hospitality sector.
This decision was driven firstly, by the successful launch of Mikasa Hospitality in the US in 2019, the brand has gone from strength to strength. Secondly, working closely with leading distributors we were frequently asked for a range to fulfil the needs of the HoReCa market.
Mikasa Hospitality Europe was subsequently formed and is set to be launched in autumn 2022. Over the past two years we have invested heavily in R&D not just in terms of standards and quality but also trends. Each design has been developed with the end user in mind.
Why is now the right time to launch the range? Hospitality businesses have shown themselves to be creative and resourceful with many recovering stronger than initially anticipated. Europe has the most dynamic and diverse hospitality sector in the world. Europe’s restaurants and hotels are recognised internationally as being some of the very best. Looking at the forecasted exponential growth in the HoReCA sector, we are confident this is the time to introduce our hospitality range to the market. In the UK alone there are nearly 90,000 food serving venues, but it is not just opportunity that has influenced our decision, this is coupled with our reputation for both excellent products and customer service. The confidence we have built over decades with our supply chain has put us in good stead.
Better still, the launch of Mikasa Hospitality coincides with the opening of our new logistics centre Euro Hub in the Netherlands. This is set to transform our service model, heralding a new chapter for Lifetime Brands in mainland Europe.
Staying on trend
Delivering on trends is key to the Mikasa Hospitality collection as it serves venues across the board – think in-vogue pure whites, colourways influenced by nature and more.
Tell us more about the R&D which went into creating the new range? We have a dedicated Mikasa Hospitality team to ensure
each product meets industry standards. From sourcing the very best materials for the job (with sustainability in mind), to design and rigorous testing; this new range has been put through its paces.
All our ceramics are vitrified and as such are some of the most durable dinnerware available, both dishwasher and microwave safe. We use commercial glaze in our porcelain production to give a stronger, scratch resistant surface, almost glass-like shiny, with a non-porous surface, making our dinnerware resistant to stains and odours. Because of these processes not only can we offer lifetime chip warranty, the products become impervious to water absorption in hot commercial glasswashers to ensure they can withstand a minimum of 300 cycles at 70°C without damage.
What types of venues are these collections aimed at? Any which sit under the HoReCa umbrella. Due to different designs, styles and items we can cater for all types of venues. We intend to be a source of inspiration for the entire food community. From crisp white porcelain to bold greens and blues there is something to inspire. It’s not just tableware of course, you’ve also got glassware and cutlery collections too. Tell us more about those. Historically Mikasa has always included these items, so it seemed only natural to include these in the hospitality range, we wanted to create complementary collections that included essentials for the tabletop.
Taking current glassware designs and identifying best sellers we adapted these for the HoReCa market. The reliability and competence of our glassware has been tested by leading inspection agencies. Free from lead or any other pollutants or toxins, our glassware is promised to withstand up to 1000 cycles in the glasswasher for long-lasting brilliance.
Our love for all things tabletop extends to cutlery. Made from the highest grade 18/8 steel the cutlery is rust resistant, durable and boasts lasting shine.
Those who invest in Mikasa Hospitality can enjoy peace of mind that every item within the range has been built to last and withstand the wear and tear of a busy kitchen.
The Mikasa Hospitality range will be showcased at Lifetime Brands Europe’s brand-new showroom at the company’s Birmingham hub.
“We are so excited to be able to finally showcase the entire range and this dedicated space will allow us to merchandise Mikasa Hospitality to its full advantage,” Claire explains. “Only available to distributors it sits on its own, yet equally pulls all of the items which are also suitable from other collections in the Lifetime Brands business, meaning we have a complete Cook and Dine collection for Horeca customers, all available in a dedicated space.”
What has the initial reaction to the Mikasa Hospitality range been like? Having attended the HRC show and having spoken to over 200 visitors we had a very positive response. They loved the colours, shapes, breadth of ranges and how the collections complement each other with accessory items such as unique bowls for particular food servings. Visitors commented on how the quality of the products and how well they would work in kitchens appreciating space saving, stacking and performance. Distributors are already on board and looking forward to receiving stock in only a few months. lifetimebrandseurope.com
