“RIG-TIG is very rough, raw, edgy and has a practical feel, its less polished. Stelton by contrast is sleeker, smoother with a high quality fi nish. The key is that we keep each focused to what it does best”
subdued. We’ve also got some new Paul Smith items we’re working on at the moment. The colours are more subdued, whilst still keeping the bright colour accents in the Paul Smith signature style.”
How will RIG-TIG and Stelton work in a retail setting? “It’s great to have the two brands sit side by side. For Stelton A/S, it means we have two distinct brands for our customers to choose from. Stelton is endorsing RIG-TIG and introducing it to the new market. From a trade perspective, at Trade Fairs certainly for the launch at least, we’ll still be in one place. For Ambiente for example we’ll have one stand, with two distinct areas for both brands. But in a retail environment, the brands would be in two separate places. Stelton would sit in Gift and maybe Tabletop, and RIG-TIG in Kitchenware, which are likely to be different parts of the store. Each will be able to stand up in its own right on the shop fl oor. This is where the brand distinction comes in between the two. RIG-TIG is very rough, raw, edgy and has a practical feel, its less polished. Stelton by contrast is sleeker, smoother with a high quality fi nish. The key that that we keep each focused to what it does best.”
RIG-TIG seems very focused on the realities of modern day living. How do you see the market has changed in recent years in terms of lifestyle?
“The tabletop and the kitchenware industry are changing drastically and lifestyle changes directly affect this. The popularity of certain products depends on the way people live. If you look at the retail environment (for example, Bloomingdales, Selfridges or any department store) - look at the housewares fl oor. Ten years ago it would be dominated by big spaces for traditional china and tableware. Design led brands would be grouped together in a small space. Nowadays the shift has changed. Kitchen and contemporary design have a much bigger presence in retail stores. The formal dining space is now gone. Anybody under 30 you can safely assume is not looking for a full and extensive dinner set. They don’t have the space, and this sort of occasion and product style doesn’t suit them anymore. They want porcelain they can use everyday, something that looks good. “It doesn’t also have to be cheap - just affordable, especially if it lasts that bit longer. We’re just taking advantage of this shift, you have to evolve. It’s the direction of the market.”
Stelton A/S has always been synonymous with contemporary design. How does this brand ethos fi t with the more ‘traditional’ tabletop market?
“If you look at Stelton and now RIG-TIG, our products are very contemporary. However contemporary doesn’t have to
mean bright colours and sleek lines. Contemporary use of tableware is different; I think the product styles people are accepting to is a little bit more ‘open’ in general. Gone now are the days where glasses are in identical sets. Now you can buy sets of tumblers, all in varying colours and patterns. You buy your dinnerware as individual mix and match pieces. It’s a lot less of a formal expensive purchase. “In the UK in particularly there
is a real mish-mash between the contemporary and the traditional. There seems to be currently a big variance in home décor in the UK for example between the modern and the really stereotypically traditional English. There will always be a place for the traditional. I don’t think it will ever die out. However, I don’t think that is necessarily where the future of Tabletop will be. Yes our designs at Stelton are contemporary and very modern, but generally it pays to apply some ‘contemporary thinking’ behind what you do. For example we have a Martini shaker which design is over 50 years old. Yet, it still to this day receives recognition and awards for the design. The reason being is that the concept is timeless and the use is as relevant today as it was in its inception.”
Stelton as a company now present two brands to the market. Do you see this developing further in time - could Stelton ever be a ‘house of brands’ as such? “Potentially, I guess we could be a ‘house of brands’ as you put it. However, this is not necessarily the overall aim at the moment. We’re taking it slowly, and ensuring each
step is the right one. We have developed the Stelton brand well - its grown two digits year on year bar one since 2004, even through the economic crisis. Now with RIG- TIG, we have a great opportunity to try something different and new and see where that takes us. It’s an exciting time. I think both brands play on our strengths. We could certainly never divert to another style of interior design. Our design style seems to currently fi t well in Europe, as that seems to fi t the trends in home décor here. In the UK we are doing well and picking up speed - at the moment the US is beginning to show promise but equally home décor over there is at time poles apart from Scandinavian design.
“I think it’s a matter or time - we will develop RIG-TIG and Stelton. If an opportunity comes along, that’s great but it has to be the right opportunity. You can never be to everybody’s taste, otherwise by defi nition you are not a brand, there is nothing to be found in bringing a brand for all men. Trends are always changing, and in some places they take more time to fi lter through than others. I am excited to launch RIG-TIG alongside Stelton, and see where this can take us as a company.
You can see the new RIG-TIG brand on Stelton stands both at the New York International Gift Fair (Booth 3470) and Tendence (Hall 11.1 D21) this August.
The company will also employ a full launch on their stand at Ambiente 2012.
www.stelton.dk
TABLEWARE INTERNATIONAL 37
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