AUSTRALIAN STORY Maxwell & Williams
One of Australia’s most beloved brands has been serving up affordable tableware for more than 20 years.
What’s in a name? In the case of one of Australia’s most successful homewares brands – Maxwell & Williams – it’s Max and William. “My name is Max, and my business partner is Bill Ryan,” says Max Grundmann. Maxwell & Williams was founded in 1996, born out of HAG Wholesalers, importers of various brands of European homewares and owned by Harry and Anna Grundmann, Max’s parents, who migrated to Australia in 1961.
Harry retired in 1977 and Bill bought 50 per cent of the firm. Business was good enough, but Max and Bill spotted a niche in the Australian market. “The homewares terrain was dominated by high-level and formal brands as well as low, price-driven product, with not much in the middle,” says Max. They saw an opportunity to create a brand that espoused the notion of “flair that’s fair”.
“We felt that everyone should be entitled to enjoy the fun of entertaining family and friends without having to pay premium prices to do so,” says Max. The pair launched a diverse
range of products from a broad range of suppliers – dinnerware, glassware, servingware – and the beginnings of their now famous range of simple, classic and perfectly named White Basics ceramics.
There are about 70 collections in the current lineup, and the brand is marketed in more than 50 countries; production takes place in China, Poland, Turkey, Thailand and India. Collaborations with Australian artists and designers – including Nathan Ferlazzo, Katherine Castle and Pete Cromer – has been a focus over the past decade. The Cromer wares have been especially popular, with more that 400,000 units of his product sold in Australia since August last year. Maxwell & Williams has also collaborated with Royal Botanic Gardens Victoria for many years.