Dinnerware supplier Noritake has expanded its product range with the introduction of the Chamonix cutlery set, which was on display at the Ambiente trade fair in Frankfurt.
The 56-piece collection, which will be available in Australia from mid-May, is a departure from the dinnerware ranges the Japanese company has been known for since it was established in 1904.
National sales manager Steven Yeend says they needed to start thinking outside the square and it has paid off.
“In the six months that the Chamonix cutlery has been available it sold three times the amount of our most popular dinnerware range,” he says.
The set includes eight dinner knives, eight dinner forks, eight soup spoons, eight dessert knives, eight dessert spoons and eight teaspoons.
The company also introduced new pieces to its Marc Newson by Noritake dining range including a bowl, 12-inch plate, cups and sugar and creamer. It also added a cup and saucer, and plates to the Carnivale range, which previously only included mugs, as well as a new colour range to its best-selling Braidwood set.
“Our customers were asking for more pieces to complete these collections and so we listened and delivered.”
These ranges are a lot more contemporary than Noritake’s other collections and Yeend says it was time to change the Noritake philosophy, which has always catered to the 50 to 60 year olds.
“We needed to contemporise and connect with the 25-40 year olds with disposable income [and] produce a product that engages them.”
The new pieces in the Carnivale, Braidwood and Marc Newson by Noritake ranges are available mid-May.
