Spotlight Lifetime Brands
Redefining
dinnerware Mikasa is a consumer-first tabletop range unlike any other, offering versatile options to create expressive, bespoke, Insta-ready tablescapes Renowned for having its finger on the pulse of consumer habits and desires, Lifetime Brands set about creating Mikasa, a brand which redefines tabletop. At the heart of this eclectic brand is the concept of versatility and the rejection of the formulaic. Focusing instead on designs that can be seamlessly combined and contrasted, Mikasa empowers consumers to get creative and
The essence
of design Huge effort was also made to create truly unique items for Mikasa, with pooling reactive gloss glazes, for example, on beautifully unique-shaped serveware. Lifetime has tapped into what makes ceramics come alive and styled them for a variety of different consumer styles. 18 KITCHENWARE INTERNATIONAL
expressive with their tablescapes. “With Mikasa there is no one size fits all formula” explains Lifetime Brands Product Director Emma Lewis-Jones. “The core creative vision for Mikasa dinnerware is versatility; ranges effortlessly mix and match to create bespoke tablescapes, redefining what you can get from one brand.” Though integral, ceramics are only part of the story of Mikasa. “We go with what the consumer will want to buy.,” says Emma. “More than ever, consumers are styling. They want an Insta look, and to feel confident if it is made easy for them. So we added ‘beautiful on it’s own”’cutlery and glassware in a range of shapes and finishes.” Textiles have also been included in the mix, with placemats and table runners that coordinate in simple yet satisfying ways across the tableware ranges for impactful merchandising and tablescaping. Uniquely, Mikasa is also the only dropship-ready tableware brand, packaged in sustainable dropship-ready gift box packaging, so customers can harness every opportunity both
in-store and online. “And it’s working,” says Emma. “Consumers love the sustainable packaging and stores love the versatility.”
Mikasa x V&A collaboration Adding to an already impressive range is an expanded collaboration with British design and heritage brand V&A. The new Mikasa x V&A collection draws upon the success of the existing
“We have consciously targeted key designer influencers, too, as an extension of this and we are privileged to be part of the award winning V&A licensing programme,” says Emma. “Wonderfully giftable and sustainably thought through, the new collection features gift box packaging that is both recyclable and dropship ready. Each box is adorned with beautiful illustrations and contains a
“Mikasa ranges effortlessly mix and match to create bespoke tablescapes” Emma Lewis-Jones, Product Director, Lifetime Brands Alice range, but showcases the intricate illustrations inspired by Sir John Tenniel’s renowned artwork with the addition of on-trend pastel colours and the V&A’s signature floral designs. A tried and tested hit, the new patterns feature on both new and bestselling pieces from Lifetime’s renowned Alice in Wonderland gifting collection.
surprise on opening - pop ups of the much-loved illustrations - for a memorable unboxing experience inspired by the magic of Wonderland. “We’ve taken the fun through to printed point of sale, too, with small and large-scale cut outs of the characters - ideal for captivating the consumer through table or window displays.”