The story about Serax
A strong brand
for over
30 years
Serax is a Belgian design label, active for more than 30 years and still managed with a passionate family spirit. Today Serax works with passionate designers from all over the world. Ann Demeulemeester, Vincent Van Duysen, Paola Navone and Piet Boon are just a few names from the illustrious list. Serax tableware graces the tables of some of the best restaurants in the world. Whether you go for a bite to eat at Albert Adrià's Enigma restaurant, at Jean George in New York City or at Nobu in Milan, Serax's carefully designed dinnerware and cutlery will give your culinary experience that little bit more. Over the years, Serax has grown into a versatile lifestyle brand. The products range from tableware and pottery to unique design furniture, lighting and accessories. In 2014 Serax received the Henry van de Velde Award, the most prestigious design prize in Belgium.
Axel Van Den Bossche
CEO & Founder Serax
Serax is a family business
with passion
We honour our family roots
Serax is the brainchild of SERge and AXel Van Den Bossche. Two brothers who were brought up amidst the flowerpot trade in their mother’s business. Over the past thirty years, the small-scale business that started up in a garage in 1986 has grown into a multinational with over 65 employees and a head office in Antwerp. Today, the company is led by Axel. Axel’s wife – Marie Michielssen – is Serax’ house designer. She is the creator of, amongst other things, the famous ‘Cactus Vase’. Serax is a family business where passion runs through the veins.
An international designers platform
We cherish designers
Working with well-known and lesser known designers is built into Serax’ DNA. In 1990, the brand started a tentative collaboration with Peter Arts, which was quite revolutionary in the florist design industry. One year later, Serax achieved international fame, thanks to the collaboration with floral artist Daniel Ost, who designed ‘The Flower Booth’ for the French design fair Maison & Objet. The seed was planted. Since then, Serax has entered into dozens of partnerships that have resulted in renowned collections and success at an international level.
We have a tableware love story
When founder Axel met ceramic artist Roos van de Velde in 2009, he wasn’t aware that this encounter would change the future of his company forever. After the launch of her tableware collection, starred restaurants from all over the world suddenly lined up to order from Serax. Today, Serax is the number one reference for Michelin chefs to provide them with the necessary creative porcelain or ceramics that enhance the aesthetics of their dishes.
We believe craftmanship is the only way
Over the past thirty years, Serax has been growing at a very fast rate. Yet it has never lost track of its basic principles. Therefore, every collection is crafted traditionally. Serax travels the globe with selected prototypes from designers to find the right craftsmen to manufacture on a larger scale. From Vietnam through Antwerp to Portugal. Always in line with the creator’s design and philosophy.