From Tableware to Dining & Lifestyle – Division positions itself for the future

With effect from 1st January 2021, the Villeroy & Boch Tableware Division will be called Dining & Lifestyle. The new name better reflects the changes within the division. This Villeroy & Boch department offers far more than tableware nowadays, the product portfolio has become much more diverse. The products no longer just add a beautiful touch to the table, but also make an entire home look special. Moreover, more and more people are using them outside the home. As Villeroy & Boch porcelain is all anyone needs when on the go and makes the experience feel a little like being at home.

While the demand for complete crockery sets and table accessories has been declining steadily in recent years, home accessories and gifts have been growing in popularity. “We and others have been observing these changes for many years now. It has encouraged us to continue diversifying our product portfolio and provide our customers with inspiration for decorating and furnishing their entire home. Furthermore, our products also make perfect gifts, for others as well as for oneself. By changing our name, we wanted to communicate this transition to the outside world and show that the division is now in a stronger position to meet future demands,” according to Gabi Schupp, Dining & Lifestyle Director.

Clear product line structure

The restructuring of the division took place gradually during 2019 and 2020: Villeroy & Boch Signature and like. by Villeroy & Boch, which now complement the Villeroy & Boch core brand, were launched to emphasise the clear structure of the product ranges. “While Villeroy & Boch Signature pays tribute to the company's history and our selected Premium collections are united under one umbrella, the core brand continues to include timeless tableware and home accessories for all tastes,” Gabi Schupp explains. “We aim to explore new avenues, try the unexpected and appeal especially to a younger target audience with like. by Villeroy & Boch. In addition to modern short product lines, the focus of our attention here is the ongoing pottery trend and an out-of-home concept. Because we want our porcelain to make people feel at home even when they’re on the go.”

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