Fiesta® Dinnerware Brand Now the Fiesta® Tableware Company
Steelite International Acquires The Homer Laughlin China Company and Hall China Company Foodservice Operations
Newell, West Virginia -- (March 27, 2020) -- The iconic and colorful Fiesta® dinnerware brand is reinventing itself in the retail tabletop marketplace as the newly formed Fiesta® Tableware
Company. This follows the acquisition of the former Homer Laughlin China Company foodservice operations by Steelite International, a British company.
“In an ever evolving business environment, opportunities present themselves for companies to transform and grow through strategic planning and decisive action,” says Elizabeth McIlvain, President of The Fiesta Tableware Company. “The timing was right for us. We have made a bold move to redouble our retail efforts and to free up needed resources to achieve our retail goals.”
Steelite is assuming manufacturing and sales responsibilities for the two foodservice brands: the Homer Laughlin China Company and the Hall China Company. The existing Fiesta retail business is not part of the sale. This does not have any effect on the Fiesta brand, which was manufactured by The Homer Laughlin China Company since 1936. The Fiesta Tableware Company will continue to operate in Newell, WV, as a retail-only tabletop and giftware manufacturer. In addition to the Fiesta brand, The Fiesta Tableware Company also will manufacture and sell other tableware designs to the retail market.
“With the ability to focus exclusively on the retail side of our business, we are poised to exploit new opportunities for growth in the marketplace, further develop our private label and OEM programs, offer more exclusive pieces for our retail partners, provide a more robust product assortment to our entire retail customer base, seek out new retail partners, and expand our relationships with existing retail and OEM partners,” says Rich Brinkman, VP, Sales & Marketing of The Fiesta Tableware Company.
The company remains committed to continuing to manufacture Fiesta and its expanding product collection in Newell, WV, as it has been since 1936. This focus exclusively on retail products frees up much needed production time to answer previous challenges in special retail markets. “We’ll be better equipped to increase retail delivery speed and frequency,” Brinkman adds. “We’ll definitely be more nimble than we’ve been in the past.”
Fiesta is truly an iconic American brand. It was introduced 84 years ago, during the Great Depression, in vibrant colors to brighten spirits: Red, Blue, Green, Yellow, and Ivory.
Now, Fiesta is made in 15 signature shades at any given time. One new color is introduced and one color retires every year. This year’s colors are: White, Scarlet, Poppy, Butterscotch (new for 2020), Daffodil, Sunflower, Lemongrass, Shamrock, Meadow, Turquoise, Lapis, Cobalt, Mulberry, Ivory, and Slate.
Founded in 1871, The Homer Laughlin China Company was one of the first white ware plants in the United States. With a 149-year history, the company long stood as a leader in the design and manufacture of food service and retail china products -- true to the skills of the craft and integrity of the potter -- and was always proud to make its products in the USA.
About The Fiesta® Tableware Company
Formed in 2020 after the sale of The Homer Laughlin China Company and Hall China Company, The Fiesta® Tableware Company is known for Fiesta®, the colorful brand of dinnerware that has been made in the USA since 1936. It was originally designed by noted ceramist Frederick Hurten Rhead and features Art Deco styling and bold, bright colors - 14 or 15 at any given time.
Over the years, 52 complementary colors have been produced and sold at hundreds of retail stores throughout the country. Fiesta is lead free, microwave and dishwasher safe, oven proof, and offers an unmatched five-year chip replacement warranty. For more information, visit fiestafactorydirect.com, Instagram: @fiestadinnerware, Facebook: Fiesta Dinnerware or Pinterest: Fiesta Dinnerware.