Steelite Craft Insight

Steelite International’s history dates back almost 150 years. Our reputation for ‘toughness with elegance’ goes back to 1875, when Thomas Wood Bennett, who invented the reinforced edge, created his hotel porcelain factory in the heart of the UK’s famous pottery region. Today, our core range is still proudly made in Stoke-on-Trent.

Did you know?

Ten years ago, the first seeds were sown in the creation of Steelite’s now world-famous Craft tableware range.

In the small English town of Burslem in Stoke-on-Trent, the Craft design started a quiet revolution. A revolution that changed the global tablescape, with Craft becoming the number one selling decorated hospitality pattern in the world.

Today, almost every single dinnerware manufacturer has duplicated the Craft design, cementing its importance across the globe: after all, imitation is the highest form of flattery. And while there may be copies, there is only one original. And so ten years on, Steelite is still at the forefront, and this month the company is proud to introduce the next evolution of Craft – the soft pink hues of Craft Raspberry. Over the next few pages, we take a trip through the Craft story and explore the inspiration and technical prowess behind the range before taking a closer look at Craft Raspberry and the opportunities that brings.

From independent restaurants to multi-units and chains, everyone wanted a piece of Craft. The launch, designed to bring stability and comfort to diners in a post-recession world, went beyond a trend to evoke an emotional response. For the first time in history, major restaurant chains switched from white plates to Craft, which was a significant investment for them – and an endorsement for Craft. Besides the plate’s beauty, the performance and durability of the Steelite body allowed restaurateurs to use an artisanal, beautiful piece of ware that could also withstand the rigours of volume usage. One of Craft’s first major conversions came in 2014 when Asian restaurant group P.F. Chang’s converted their Steelite whiteware to Craft. The move marked the first significant chain to invest in colour on such a vast scale. Already purchasing Steelite whiteware, they were confident in the product’s performance and durability and began to roll it out to their restaurants nationwide across the US. The Craft collection has grown over the years to include 8 glazes, and although the colours may be different, the range is designed for mixing and matching.



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