Lenox, America’s best known brand of dinnerware, is back with a dedicated foodservice product line and organization With the showing of their new large booth at the recent NRA Show, the re-launch of the Lenox brand back into foodservice is complete. Lenox, the classic American tabletop brand, has rejoined the restaurant and hotel tabletop landscape and will certainly bring with it a new dynamic. Absent from direct participation in the restaurant segment for far too long, the commercial version of this venerable brand is guided by industry veteran Guy Hamrin, whose extensive dinnerware experience gives Lenox an instant high level of trade credibility.
Lenox’s new tagline “American By Design” is apt, with the creative part of the Lenox equation being truly American in its inspiration and its development. And, while they utilize some off-shore production, Lenox is quick to assert itself as a North Carolina manufacturer of vitrified bone china. With classic shapes and pieces in a variety of body materials, Lenox also has the requisite squares, rectangles, and other odd shapes so prevalent on today’s restaurant tables. Lenox re-enters the foodservice market with three distinct body types:
· the classic high-alumina body material;
· a true, hard porcelain;
· an American bone china body; Salina, with its high alumina body and contemporary design is right in step with today’s creative and changing menus Whether with its high-alumina shapes or its other classic materials, Lenox offers the perfect balance between innovative design and lasting durability. Whether for fine dining, casual, or traditional style restaurants or for cutting edge cuisine, Lenox provides aesthetically exciting platforms for displaying a chef’s creations. And, at the same time each of its shapes is proven resilient enough to withstand the most arduous daily usage, from banquets to buffets. Lenox offers five shapes in the high alumina body – El Paso, Del Rio, Milazzo, Salina, and Zamora…along with an extensive ( 50+ items) line of matching high alumina accessories to match. While they have been deliberate in preparing, this lineup of serious foodservice items and shapes speaks volumes of how important Lenox considers the hospitality industry.
Whatever the style of restaurant, the nature and scope of a menu or the size of a budget, Lenox now has a wide array of shapes and items to coordinate with virtually any décor or menu concept. The Lenox Commercial Dinnerware portfolio also includes the Gorham fine dining dinnerware and flatware designs and the Dansk more casual dinnerware and flatware. Their catalog says “Full Line” on the cover and Lenox means it. Milazzo, with its sleek lines and sophisticated shapes makes a perfect frame for any chef’s innovations In addition, Hamrin anticipates gaining inroads into the upper-end glassware business with Lenox’s non-lead, break resistant crystal. Leading with their Tuscany and their Napa Valley lines of stemware, Lenox has designed each stem to bring to life the individual personality of the wine – its color, its bouquet, and its flavor.
And, while many have thought of Lenox as not having been involved in the foodservice segment that would not necessarily be correct. Despite not having a dedicated foodservice organization, Lenox has been continuing to serve many foodservice customers in the executive dining, country club, and military/governmental parts of the business. So, the new, revitalized Lenox Commercial Division that Hamrin is leading is not exactly starting from scratch.
And….being the best known tabletop brand in America shouldn’t hurt either.
