Why Tabletop Suppliers are Ditching Celebrity Endorsements

Mia Almeida -

The New York Tabletop Show just wrapped up, and this year, the spotlight was on a movement that’s slowly transforming the industry: eschewing celebrity endorsements in favor of more artist-licensed and carefully curated collections. This shift has been apparent as suppliers navigate tariffs, production challenges, and changing retailer dynamics.

Breaking the Celebrity Mold

Gone are the days when a famous face on the packaging was considered a surefire marketing strategy. Many industry leaders have come to realize that good design, rather than celebrity allure, is what drives customer interest. According to Licensing International, authenticity is the new trend, with chefs and mixologists taking center stage. Swedish supplier Orrefors has led this charge by collaborating with culinary expert Bjorn Frantzen for a new wine glass collection.

Streamlining with Strategy

Integration over independence is a strategy embraced by brands like Lenox, streamlining its product lines to present its brands as a cohesive package. This streamlined approach not only bolsters brand identity but also reduces inventory burdens on retailers. Lenox also plans to establish a West Coast distribution center, an astute move to minimize transportation costs and boost operational efficiency.

Reviving Vintage Charm

The reinvention of past collections is making waves, too. Take, for instance, Lenox’s Spice Village container line. Revived with a contemporary twist, this nostalgic collection has generated buzz through social media influencers like Ashley Wilson, who bring fresh eyes to classic designs.

Collaboration Over Licensing

Opting for contract designers rather than license-heavy alliances is a deliberate choice for many companies seeking creative flexibility. As Emma Ros of Orrefors puts it, the freedom afforded by direct designer relationships enriches product lines with variety and vibrancy.

Finally, the ripple effect of tariffs continues to shape pricing strategies. Suppliers are exercising caution, preserving pre-tariff collaborations as appealing propositions for price-sensitive retailers during closeout meetings.

In this evolving landscape, the focus on genuine connections—be it through design or strategic alliances—draws a fascinating tableau of the industry’s future trajectory.