WILMAX ENGLAND

What WILMAX ENGLAND does

Wilmax England (legal entity: Wilmax LTD) is a privately held UK-based designer, manufacturer, and distributor of tableware, drinkware, serveware, furniture, and lighting, founded in 2010 and headquartered at 25 Cabot Square in London's Canary Wharf financial district. The company operates as a specialty supplier to the hospitality industry (hotels, restaurants, cafes, bars, and catering companies) with a secondary retail consumer segment purchasing for home use. Its product portfolio spans seven raw material categories — fine porcelain, bamboo, acacia wood, crystalline glass, thermo glass, stainless steel, and polycarbonate — supported by named design collections (Diamond, Wisteria, Dynasty, Zen, Hammered, Segment, Diva, Reserve, Monolith, Fishline, Saturn), a defined CrystalDeco decorative-glass sub-brand, hospitality seating furniture, and rechargeable LED table lamps.

The company's underlying activity is conventional tableware and furniture manufacturing and importation across multiple material streams, organized through structured catalog SKUs (e.g., WL-291.434.401/6A) and named collections rather than through proprietary technology or a software platform. There is no disclosed app, API, SDK, or digital product surface; the technical stack is a standard e-commerce website (wilmax.uk). The business model is direct sales via this website using a quote-based pricing model in which all products display "Contact us for a price," indicating negotiated bulk pricing for B2B hospitality buyers alongside direct-to-consumer purchases. Revenue is generated through hardware sales with no disclosed subscription, licensing, or service component.

Go-to-market relies on the website as a comprehensive catalog, supplemented by downloadable product catalogues (six 2026 editions plus a 2025 Furniture catalogue), an email newsletter, an online photo gallery, product demonstration videos, and trade exhibition participation (documented February 2026). No distribution partnerships, resellers, third-party marketplace listings, social media profiles, patents, certifications, or external investors are disclosed, and the company appears to be independently owned.

Name

WILMAX ENGLAND

Legal name

Wilmax LTD

Website

https://wilmax.uk

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Wilmax England is a privately held UK-based designer and supplier of tableware, drinkware, serveware, furniture, and lighting for the hospitality industry and retail consumers, selling direct via its website using quote-based pricing.

Ownership category

akta.pro rank

Product category

Hospitality Tableware and Furniture

NAICS

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

SIC

Glass Containers (3221), Cutlery, Handtools & General Hardware (3420)

akta.pro primary industry

Luxury Home & Lifestyle (Tableware, Decor, Home Textiles) (CRAKAFAI)

akta.pro secondary industries

Specialty & Decorative Glass Packaging (Custom Shapes, Embossed, Premium) (IMALAEAE), Lightweight & High-Performance Glass Packaging (Reduced Weight, Strengthened) (IMALAEAG)

Keywords

• Hospitality tableware
• Fine porcelain dinnerware
• Commercial glassware
• Restaurant furniture
• Catering supplies

Headquarters

HQ city

City Of London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Tableware Products: Wilmax England generates revenue through the sale of tableware products including fine porcelain, bamboo serveware, acacia wood products, crystalline drinkware, thermo glass, stainless steel items, and polycarbonate unbreakable glassware. Products are sold directly through their website with pricing available upon inquiry, indicating both wholesale B2B and retail B2C channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

WILMAX ENGLAND designs and supplies premium tableware, drinkware, serveware, lighting, and furniture for the hospitality industry and home use. The product range spans fine porcelain, bamboo, acacia wood, crystalline glass, double-wall thermo glass, stainless steel, and unbreakable polycarbonate, sold through a direct website catalog with quote-based pricing.

Product overview

WILMAX ENGLAND is a tableware and hospitality furniture company offering a comprehensive portfolio of dining and serving products. The core offering consists of Fine Porcelain (premium ceramic tableware), Bamboo and Acacia natural wood products, Crystalline glass drinkware, Thermo Glass insulated products, and Stainless Steel items including cutlery and hollowware. Supporting product lines include CrystalDeco decorative glass, Polycarbonate unbreakable glasses for foodservice, Table Lamps (rechargeable LED lighting), and Furniture (chairs with textile seating for restaurants and hospitality venues). The company serves the hospitality, restaurant, and foodservice industries with products ranging from everyday dinnerware to premium serving pieces and ambient lighting solutions.

Differentiator

Problem solved

Functional benefit

Brands

• CrystalDeco: Glassware collection featuring wine glasses, champagne glasses, and decorative glass items.

Products and services

• Fine Porcelain Tableware Premium porcelain tableware including drinkware, hollowware, plateware, serveware, accessories, bakeware, and buffetware, featuring collections such as Dynasty, Zen, Byzantium, and Marina Bay. Sold to hospitality operators and retail consumers for professional and home dining use.
• Bamboo Tableware Natural bamboo serving and dining products including platters, bowls, serving boards, drinkware, plateware, and accessories in various shapes and sizes, intended for hospitality and home dining settings.
• Acacia Wood Tableware Acacia wood plateware and serveware including platters, serving boards, bowls, and dishes in natural wood finishes for hospitality and home presentation use.
• Crystalline Glass Drinkware Crystal glass drinkware including wine glasses, champagne glasses, margarita glasses, decanters, and barware, featuring collections like Diva, Diamond, and Reserve. Intended for hospitality beverage service and premium home dining.
• Thermo Glassware Double-wall thermal glass products including drinkware, jugs, teapots, canisters with lids and straws, featuring insulation properties for hot and cold beverages. Sold for hospitality and household beverage service.
• Stainless Steel Tableware Stainless steel tableware including cutlery, hollowware, drinkware, barware, serveware, and buffet items, with collections like Hammered, Segment, Olivia, and Diva in finishes such as Gold Matt, Bronze Matt, and Silver.
• CrystalDeco Decorative Glass Collection Decorative glass collection including glasses, charger plates, candy bowls, and candle holders, with collections such as Wisteria, Miracle, and Nectar. Targeted at table decor and presentation in hospitality and home settings.
• Polycarbonate Unbreakable Glasses Unbreakable polycarbonate drinkware including martini glasses, milkshake glasses, margarita glasses, and food covers, designed for safety and durability in foodservice environments such as poolside, outdoor, and high-traffic venues.
• Hospitality Furniture (Chairs) Restaurant and hospitality seating including dining armchairs, dining side chairs, bar chairs, and lounge armchairs, with textile seating collections such as King, Gap, Rich, Prestige, Cozy Mood, Soft & Comfy, and Warm Vibes in various colors.
• Rechargeable LED Table Lamps Rechargeable LED table lamps for ambient lighting, with collections including Mushroom, Disk, and Stick in finishes such as Gold, White, Silver, Black, Copper, and Smoky Grey. Sold for hospitality table settings and home use.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights4 records

Direct peers

• Steelite International: UK-based manufacturer of hospitality tableware sold primarily B2B to hotels, restaurants, and caterers — directly comparable to Wilmax's vertical, customer base, and tableware-centric catalog.
• Denby: British tableware and homeware brand selling premium ceramic dinnerware and serveware through wholesale and DTC — comparable in materials, design-led collections, and dual B2B/B2C channel.
• Sambonet: Italian cutlery, hollowware, and serveware manufacturer for hospitality and retail — comparable to Wilmax's stainless steel cutlery and serveware lines.
• Bormioli Rocco: Italian manufacturer of glass drinkware and tableware for both hospitality and consumer markets — directly comparable to Wilmax's crystalline and decorative glass lines.
• Churchill China: Long-established UK tableware manufacturer serving foodservice and hospitality with ceramic and related serveware — overlapping product mix, channel, and end customers with Wilmax.
• Dudson: UK-based commercial tableware producer focused on hospitality and catering — directly comparable in materials (vitrified china), customer vertical, and B2B motion.

Emerging players

• Matfer Bourgeat: French professional kitchenware and tableware supplier to chefs, hotels, and caterers — comparable B2B hospitality motion, though its catalog skews to professional kitchen tools.
• Rosenthal: Premium designer porcelain and tableware brand sold through hospitality and retail — overlaps with Wilmax on premium design collections and gold/platinum detailing.

Broad incumbents

• Villeroy & Boch: European tableware and lifestyle maison with hospitality and consumer lines including porcelain and crystal — overlapping with Wilmax's premium porcelain and crystal positioning but at far larger scale.
• Libbey: Large global glassware and tableware manufacturer with broad foodservice and consumer portfolio — comparable in drinkware category but broader and more established than Wilmax.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/wilmaxengland

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 ENGLAND