Wilmax

What Wilmax does

Wilmax Porcelain is a US-based, privately held tableware and kitchenware company headquartered in Trevose, Pennsylvania, operating a direct-to-consumer e-commerce storefront at wilmax.com supplemented by a B2B dealer network targeting hospitality and foodservice buyers. The company sells a multi-category assortment spanning porcelain dinnerware (Fine Porcelain, Fine Julia, Splash, Slatestone, Premiere Line), borosilicate Thermo Glass beverageware, stainless steel flatware and chafing dishes, sustainable bamboo and acacia wood serving pieces, and professional kitchen knives under its Gunter Wilhelm and Hammered sub-brands, alongside distribution partnerships with European brands Deglon, Palmer, Maastricht Porselein, and Betik. Products are positioned as European-designed, professional-grade tableware suitable for both commercial kitchens and home entertaining, supported by a lifetime edge-chip warranty and free 30-day returns.

Name

Wilmax

Legal name

Wilmax Porcelain

Website

https://wilmax.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

Wilmax is a US e-commerce retailer and B2B dealer of professional-grade porcelain, glassware, flatware, bamboo serving pieces, and kitchen knives, serving hospitality operators and premium home consumers across multiple proprietary and European partner brands.

Ownership category

akta.pro rank

Product category

Tableware & Kitchenware

NAICS

Glass Container Manufacturing (327213), Other Pressed and Blown Glass and Glassware Manufacturing (327212)

SIC

Pottery & Related Products (3260), Jewelry, Silverware & Plated Ware (3910), Glass Containers (3221), Cutlery, Handtools & General Hardware (3420)

akta.pro primary industry

Bar & Beverage Service Supplies Wholesale (AFAIALAG)

Keywords

• Fine porcelain tableware
• Borosilicate glassware
• Stainless steel flatware
• Hospitality dinnerware
• Kitchen knives

Headquarters

HQ city

Feasterville Trevose

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Product Sales (E-commerce): Direct-to-consumer online retail sales of porcelain tableware, glassware, bamboo products, stainless steel flatware, and kitchen knives through the Wilmax e-commerce website. Products are sold as one-time purchases with various set configurations (individual items, multipacks, dinner sets).
2. Dealer/Channel Partner Sales: B2B sales through dealer network for hospitality professionals, restaurants, and hotels. The company maintains a 'Become a Dealer' program suggesting a wholesale/channel partner revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Wilmax Porcelain manufactures, sources, and retails fine porcelain tableware, borosilicate Thermo Glass beverageware, stainless steel flatware and chafing dishes, bamboo and acacia wood serving boards, and Gunter Wilhelm German-steel chef knives. Products are sold as individual pieces and curated sets (dinner sets, party sets, serving sets, tea/coffee sets, multipacks) to hospitality professionals via a dealer channel and to home consumers via the wilmax.com e-commerce storefront. The catalog also includes distributed European partner brands Deglon, Palmer, Maastricht Porselein, and Betik.

Product overview

Wilmax is a tableware and kitchenware company offering a diverse portfolio of porcelain tableware, glassware, cutlery, and wood/bamboo serving products. The product portfolio spans multiple sub-brands: Fine Porcelain and Fine Julia (white and embossed porcelain dinnerware), Splash Color Porcelain and Slatestone (decorative/colored porcelain), Premiere Line (professional-grade plates and bowls), and Thermo Glass (borosilicate double-wall vacuum sealed beverageware). The company also offers complementary categories including bamboo and acacia wood serving boards, stainless steel flatware and chafing dishes, Hammered stainless steel, and professional Gunter Wilhelm knives. Wilmax sells both individual pieces and curated sets including dinner sets, party/entertaining sets, serving sets, and tea/coffee sets. As a distributor, Wilmax also carries European partner brands including Deglon (France), Palmer (Portugal), Maastricht Porselein (Netherlands), and Betik. The company emphasizes European design, high-quality raw materials, professional-grade durability, and offers a lifetime edge/chip warranty.

Differentiator

Problem solved

Functional benefit

Brands

• Gunter Wilhelm: Professional kitchen knives crafted with high-quality German steel, designed for professional chefs combining elegance and functionality
• Fine Porcelain
• Fine Julia
• Splash
• Slatestone
• Premiere Line
• Thermo Glass
• Deglon
• Palmer
• Maastricht
• Betik
• Bamboo
• Acacia

Products and services

• Fine Porcelain Premium white porcelain tableware designed for professional use, featuring rolled rim plates, platters, bowls, cups, and serving pieces; intended for hospitality and home use.
• Fine Julia Porcelain collection featuring embossed wide rim designs with classic styling, including plates, bowls, mugs, and platters for hospitality and home entertaining.
• Splash Color Porcelain Vibrant color porcelain collection inspired by South of Spain craftsmanship, available in green, red, violet, and black colors for contemporary table presentations.
• Slatestone Porcelain collection with slate-look finish and rustic textures, including crocodile skin texture options; features black rectangular dishes, platters, and section dishes.
• Premiere Line Professional-grade porcelain dinnerware line featuring deep plates, round plates, bowls, and cups for commercial food-service applications.
• Thermo Glass Borosilicate glass beverageware with double-wall vacuum sealing technology; includes teapots, mugs, cups, and bowls that are thermal shock resistant, lightweight, and stovetop safe.
• Dinner Sets Complete dinnerware sets combining stainless steel cutlery, bamboo serving pieces, and fine porcelain components for full table settings at home or hospitality venues.
• Party Sets Entertaining-focused sets including charcuterie plating sets, shooter spoon trays, mignardises serving sets, and bamboo serving boards with matching porcelain dishes.
• Serving Sets Serving-focused combinations featuring bamboo trays with porcelain ramekins, section dishes, and party trays for foodservice presentation.
• Tea/Coffee Sets Beverage service collections including thermo glass tea sets, porcelain coffee mugs, afternoon tea sets, and entertaining coffee sets with sugar bowls and creamers.
• Multipack Sets Bulk and value packs of porcelain dinnerware, baking dishes, spoons, and ice tongs in sets of 2, 3, 6, or 12 pieces for commercial purchasing.
• Bamboo Serving Boards & Trays Sustainable bamboo serving boards, platters, and trays. Bamboo is 19% harder than maple, absorbs less liquid than wood, and is dishwasher safe.
• Acacia Wood Serveware Acacia wood tableware featuring natural contrasting patterns; durable and dishwasher safe for both kitchen and restaurant tableside use.
• Stainless Steel Flatware Stainless steel cutlery including teaspoons, tablespoons, and serving utensils in various finishes for commercial and home dining.
• Chafing Dishes Stainless steel chafer dishes for food warming and buffet presentation in hospitality settings.
• Hammered Stainless Steel Collection Stainless steel collection featuring hammered finish for elegant table presentation.
• Gunter Wilhelm Chef Knives Professional-grade kitchen knives crafted with high-quality German steel; forged blades with ergonomic handles designed for precision cutting by professional chefs.
• Deglon Professional Cutlery French kitchen knives established in 1921 in Thiers; designed and manufactured for professional catering and passionate home cooks, distributed through Wilmax's European Brands portfolio.
• European Partner Brands (Palmer, Maastricht, Betik) Imported European porcelain brands including Palmer (Portugal), Maastricht Porselein (Netherlands), and Betik, distributed for authentic European tableware options in the US market.

Quantifiable outcome

• Lifetime Edge-Chip Warranty on knives demonstrating product durability confidence
• +2 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• Steelite International: UK-based commercial porcelain and tableware manufacturer serving hotels, restaurants and catering. Directly comparable to Wilmax's Premiere Line and commercial porcelain offerings, targeting the same hospitality buyer.
• Villeroy & Boch: European heritage porcelain and tabletop brand with both consumer and hospitality lines. Comparable to Wilmax's premium porcelain assortment and European-design positioning across plates, platters and beverageware.
• Lenox Corporation: US-anchored premium china, flatware and tableware brand sold via DTC and retail. Directly comparable to Wilmax's premium porcelain dinner sets and consumer gift-box tableware collections.
• Mikasa (Lifetime Brands): Long-standing consumer tableware and glassware brand, distributed through DTC and major US retailers. Overlaps with Wilmax's porcelain, glassware and entertaining/party sets across similar price tiers.
• Oneida: Iconic US stainless-steel flatware and tableware brand sold to both foodservice operators and consumers. Directly comparable to Wilmax's stainless-steel flatware category for both B2B and B2C channels.
• Homer Laughlin / Fiesta: US-based commercial china manufacturer, including the Fiesta consumer brand. Comparable to Wilmax's commercial porcelain focus and also competes in consumer color tableware (analogous to Splash).
• Libbey: Major US-based glassware manufacturer and foodservice supplier (including Crisa). Comparable to Wilmax's thermo glass line and broader beverageware offerings sold to hospitality and home.

Broad incumbents

• Corelle Brands: Multi-brand tabletop and kitchen products company (Corelle, Pyrex, Corningware, Snapware). Wider portfolio play than Wilmax but competes head-on in consumer dinnerware and glassware at similar price points.
• Cambro Manufacturing: US foodservice equipment maker (storage, buffetware, chafing dishes). Overlaps with Wilmax's chafing dish and buffet-presentation category sold into the same hospitality customer base.
• Carlisle FoodService Products: Broad US foodservice supplies distributor offering tableware, buffetware and kitchenware. Comparable to Wilmax's commercial porcelain and stainless-steel categories sold through the dealer channel.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/wilmaxusa
• YouTubeyoutube.com/channel/UCX4_Ns9OwEVcOO7mTJ6snuw
• Instagraminstagram.com/wilmaxusa
• Pinterestpinterest.com/wilmaxusa

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wilmax