Serax
Serax is a privately held Belgian design brand founded in 1986 that designs and sells contemporary homeware (tableware, lighting, furniture, accessories) through D2C e-commerce and B2B professional channels across Europe and the United States, in collaboration with international designers and fashion houses.
- Company typePrivate
- Founded1986
- HeadquartersKontich, Belgium
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Serax does
Serax is a privately held Belgian design brand founded in 1986 and headquartered in Boom, Belgium, operating with a headcount in the 51-100 range. The company designs, produces, and sells contemporary homeware spanning four core categories: tableware (dinnerware, glassware, cutlery, cookware, kitchenware), lighting (table, wall, floor, and pendant lamps), home accessories (vases, decorative objects, bathroom accessories, mirrors, candles), and furniture (tables, chairs, stools, sofas, outdoor furniture). Products are developed through collaborations with international designers and fashion houses including Marni, Ottolenghi, Kelly Wearstler, Ann Demeulemeester, Vincent Van Duysen, Sergio Herman, Piet Boon, and Pascale Naessens, and are manufactured by a global craftsman network. Pricing spans entry-level items around €8.50 to premium pieces exceeding €1,420.
The company's go-to-market combines direct-to-consumer e-commerce (operating separate EU and US storefronts with multi-language and multi-currency support across 10+ European countries plus the United States) with multiple B2B channels: dedicated portals for designers, retailers, hospitality businesses, and architects/project developers, supplemented by a media/press portal. Revenue is generated primarily through one-time product sales, augmented by digital gift cards (€25-€2,000 denominations) and a points-based loyalty program (1 point per €1 spent, redeemable for tiered discounts). Marketing relies on content via an inspiration blog, active social media presence across Instagram, Facebook, Pinterest, TikTok, and LinkedIn, and email newsletter subscription.
Serax operates as a family-owned independent brand with no disclosed external investors, parent company, or public listing. There are no subsidiaries, no funding rounds on record, no M&A activity disclosed, and no management team or leadership change data available in the source material. The brand's competitive position rests on its designer collaboration portfolio, decades-long brand equity in the Belgian design category, and its integrated multi-channel distribution reaching both consumers and professional B2B buyers across Europe and North America.
Serax firmographics
Firmographics- Name
- Serax
- Legal name
- Serax
- Website
- https://serax.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Serax is a privately held Belgian design brand founded in 1986 that designs and sells contemporary homeware (tableware, lighting, furniture, accessories) through D2C e-commerce and B2B professional channels across Europe and the United States, in collaboration with international designers and fashion houses.
- Ownership category
- akta.pro rank
Where Serax is headquartered
LocationHeadquarters
- HQ city
- Kontich
- HQ country
- Belgium
- HQ region
- Europe
Offices1 record
Markets served
Serax business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales: Serax generates revenue primarily through direct sales of designed homeware products including tableware, lighting, furniture, and accessories via its e-commerce platform and through retail partners. Products range from individual items to complete dinnerware sets, with prices spanning from entry-level to premium.
- Gift Cards: Digital gift cards available in denominations from €25 to €2000, providing additional revenue stream and customer acquisition mechanism.
- Loyalty Program: Points-based loyalty program where customers earn 1 point per €1 spent. Points can be redeemed for discounts (300 points = €20, 500 points = €40, 1000 points = €100). This drives customer retention and encourages higher lifetime value.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Digital gift cards available in multiple denominations |
| Subscription | Monthly | Loyalty points program for registered customers |
| Unit Pricing | Pay-as-you-go | Individual products across categories |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
Serax product offering
Product offeringCore offering
Serax is a Belgian design brand that creates contemporary homeware in collaboration with leading international designers and makers. The company sells tableware (dinnerware, glassware, cutlery, cookware, kitchenware), lighting (table, wall, floor, ceiling lamps), home accessories (vases, decorative objects, candles, bathroom accessories), and furniture (tables, chairs, stools, sofas, outdoor furniture) through its own e-commerce storefronts and B2B professional channels.
Product overview
Serax is a Belgian design brand creating contemporary homeware in collaboration with leading international designers and makers. The company operates a unified product portfolio organized across four core categories: Tableware (dinnerware, glassware, cutlery, cookware, kitchenware), Lighting (table lamps, wall lamps, floor lamps, ceiling lamps), Home Accessories (vases, decorative objects, bathroom accessories, mirrors, candles), and Furniture (tables, chairs, stools, sofas, outdoor furniture). Collections are created with established designers and new talent including Pascale Naessens, Ann Demeulemeester, Kelly Wearstler, Sergio Herman, Vincent Van Duysen, Marni, Ottolenghi, Piet Boon, Marie Michielssen, and Anita Le Grelle. The brand's philosophy emphasizes accessibility, quality, and functionality while maintaining distinctive design signatures across its offerings.
Differentiator
Problem solved
Functional benefit
Products and services
- Tableware
- Lighting
- Home Accessories
- Furniture
- Verde Lanza Tableware
- Glassware Collections
- Dinnerware Sets
- Floor Lamps
- Vases
- Kelly Wearstler Outdoor Ceramics Collection
- Serax Gift Cards
Companies that use Serax
Customer profileSegments4 records
Ideal customer profiles4 records
Serax technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Serax partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Wouters & HendrixcoreSerax collaborated with Wouters & Hendrix, a jewellery brand, to create the Les Objets Mouleversants collection. This surrealist collection of home décor includes a distinctive carafe with a hand seamlessly fused into its form, inspired by surrealist poet Edward James.
- MarnicoreItalian fashion house Marni partnered with Serax to create the Midnight Flowers tableware collection, an elegant 120-piece porcelain set celebrating Marni's artistic vision with hand-finished flower motifs.
- TomorrowlandminorSerax collaborated with Tomorrowland to create the Unity glassware collection, featuring hand-drawn illustrations by Tomorrowland's in-house creative team, made from crystal potassium glass that is mouth-blown and hand-engraved.
- OttolenghicoreChef Yotam Ottolenghi partnered with Serax to create the Feast collection, expressive tableware reflecting his culinary philosophy. The collaboration includes artist Ivo Bisignano and covers tableware, glassware, and kitchen accessories.
- Kelly WearstlercoreInterior designer Kelly Wearstler has created multiple collections with Serax including Dune, Zuma, and outdoor ceramics collections. Her first outdoor ceramics collection launched July 2025, featuring four design families inspired by nature.
- WAWW La TableminorSerax partnered with French design platform WAWW La Table to create distinctive tableware collections evoking Burgundian table atmosphere, complemented by glassware collections.
- Plan CminorItalian fashion brand Plan C collaborated with Serax on the Silos collection of vases and candlesticks, inspired by industrial silos with vintage design touches in striking porcelain pieces.
- MerciminorFrench brand Merci partnered with Serax for the La Nouvelle Table collection, featuring sandstone and maple wood pieces inspired by American Modern Dinnerware and Japanese bento, designed as stackable puzzle elements.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Serax competitors and assessment
Company assessmentDirect peers
- Hay: Danish designer homeware and furniture brand built on high-profile designer collaborations across tableware, lighting, and accessories. Closest like-for-like competitor to Serax in positioning, scale, and category mix, with overlapping designers and shared European/US retail footprint.
- Ferm Living: Scandinavian design brand producing curated tableware, lighting, furniture, and home accessories with a similar designer-collaboration model. Targets the same design-conscious consumer and hospitality channels as Serax.
- Muuto: Danish designer homeware brand with comparable product breadth across furniture, lighting, and accessories and a strong B2B/spec-in channel. Direct competitor in the European designer-contract space.
- Audo Copenhagen (formerly Menu): Scandinavian design house offering designer furniture, lighting, and home accessories. Highly comparable to Serax in multi-category designer-collab approach and reliance on craft-led production.
- Bloomingville: Danish designer homeware brand with broad tableware, lighting, furniture, and accessory collections sold through similar wholesale and DTC channels across Europe and the US. Comparable mid-market designer positioning to Serax.
- Stelton: Danish design house with deep tableware, glassware, and gift categories. Competes with Serax directly in dining and tabletop through overlapping retail and B2B channels.
- Normann Copenhagen: Danish design brand spanning furniture, lighting, and home accessories with a designer-collaboration model. Direct competitor for architect and hospitality spec-ins in the European market.
- House Doctor: Danish designer homeware brand covering furniture, lighting, and accessories with a comparable European wholesale and DTC distribution footprint. Overlaps with Serax in multi-category designer aesthetic.
Broad incumbents
- Marimekko: Finnish heritage lifestyle brand with iconic print-driven tableware, textiles, and home goods. Larger and more mass-market than Serax but competes for the same design-conscious consumer and hospitality tables.
- Iittala: Finnish heritage design brand with iconic glassware, tableware, and home accessories. Larger and more established than Serax, but directly competes in the dining and glassware categories that anchor Serax's portfolio.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Serax social profiles
Digital presenceSerax financial estimates
Financial estimateRevenue estimate
Valuation estimate
Serax leadership team
Management profileNumber of profiles
Serax funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Serax M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Serax
What does Serax do?
Serax is a Belgian design brand that creates contemporary homeware in collaboration with leading international designers and makers. The company sells tableware (dinnerware, glassware, cutlery, cookware, kitchenware), lighting (table, wall, floor, ceiling lamps), home accessories (vases, decorative objects, candles, bathroom accessories), and furniture (tables, chairs, stools, sofas, outdoor furniture) through its own e-commerce storefronts and B2B professional channels.
Is Serax a public or private company?
Serax is a private company. It is classified as family owned and is currently operating.
When was Serax founded?
Serax was founded in 1986. It employs 51 to 100 people.
Where is Serax based?
Serax is headquartered in Kontich, Belgium, in the Europe region.
How does Serax make money?
Three revenue lines are on record. Product Sales are the primary driver. The others are gift Cards and loyalty Program.
Who are Serax's main competitors?
Direct peers on record are Hay, Ferm Living, Muuto, Audo Copenhagen (formerly Menu), Bloomingville, Stelton, Normann Copenhagen and House Doctor. Broad incumbents are Marimekko and Iittala.
Does Serax have an API?
No public API is recorded for Serax.