continued. . . 

Interestingly, while Fitz and Floyd’s decorative accessories roots can be traced to the company’s 1960 origins, dinnerware quickly became the Dallas-based operation’s main milieu as the company virtually invented the mix-and-match concept, a revolutionary idea in the ’70s. Fitz and Floyd further forged its mark in sought after collectibles, courtesy of a creative design team, elaborate molds, and a focus on seasonal goods. “While decorative accessories is what Fitz and Floyd is known for today, this is a company steeped in dinnerware,” Dunne notes, “and most of the current management team has a long and successful history making and marketing dinnerware.” With an attentive parent company offering an impressive infrastructure – including 100 employees and a state-of-the-art distribution center – Gourmet by Fitz and Floyd shot out of the gate in October 2006.

Still, Dunne understands the last thing retailers need is yet one more dinnerware resource, but he reckons that the right resource with the right product could easily carve itself a very nice slice of the dinnerware pie. “Our research shows a $3.4 billion casual, everyday market,” Dunne offers. “We know that casual is where the opportunity lies and customers are looking for a casual elegance that we feel we can deliver. There’s our opportunity and it’s our expertise.”

Propelled by the Stoneage Ceramics alliance, the Fitz and Floyd team set about creating Gourmet by Fitz and Floyd and developing Stoneage Ceramics, a brand which includes Essence (dinnerware for the independent retailer, expected to be the largest generator of sales); Living Art (the mid-tier category set up for big boxes and department stores); and Basics (primarily for the mass market). Dunne is eager to conduct business with many of Fitz and Floyd’s 2,000 accounts as well as add an additional 1,000 stores creating a mighty strong base within three years and a $10 million operation, all driven by fresh, fashion-forward designs. “That’s what we’re all about,” Dunne continues. “You can expect colorful, fun designs which Stoneage has been known for, as well as a variety of glazes and interesting shapes that we’re very good at. We’ve got many looks: contemporary, traditional, classic, hand-paints, decals, glazes, embossed patterns.” The line is trendy, upwards of 30 patterns are launched twice yearly, a mix of open stock and sets. “Consumers are looking for new products from new manufacturers,” Dunne delights. “We know coming to the marketplace, pattern is the most important factor. Price is secondary. If the pattern is right, the customer will buy it.” This is not about reinventing the wheel, he continues. “It’s about taking a good idea and making it better,” he suggests. “We can market better and we can develop product better than many companies. We have the team with the experience and that’s why we’re going into this very well-positioned.”

continued . . . .