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Fiesta Dinnerware is reinventing itself in the retail tabletop marketplace as The Fiesta Tableware Company. This change follows Steelite International’s acquisition of the former Homer Laughlin China Company.
“In an ever-evolving business environment, opportunities present themselves for companies to transform and grow through strategic planning and decisive action,” said 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 free up needed resources to achieve our retail goals.”
Steelite is assuming manufacturing and sales responsibilities for the Homer Laughlin China Company and the Hall China Company. The existing Fiesta retail business is not part of the sale. This transition will not have any effect on the Fiesta brand, and The Fiesta Tableware Company will continue to operate in Newell, W.Va., as a retail-only tabletop and giftware manufacturer. The Fiesta Tableware Company will also 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,” said Rich Brinkman, VP of sales and marketing, The Fiesta Tableware Company.
This focus exclusively on retail products frees up production time to address previous challenges in special retail markets. “We’ll be better equipped to increase retail delivery speed and frequency,” Brinkman added. “We’ll definitely be more nimble than we’ve been in the past.”
