Maxwell & Williams is celebrating 30 years in Australian kitchens with new anniversary ranges to mark the milestone.
Founded in 1996 by Max Grundmann and William Ryan, the Melbourne-based homewares brand has sold more than 212 million pieces of dinnerware, serveware, glassware and kitchenware to homes and kitchens around the world.
The brand’s staying power is probably clearest in White Basics. First sold in 1998, the range is still Maxwell & Williams’ best seller nearly three decades later, with more than 66 million White Basics products used in kitchens globally.
Maxwell & Williams remains family-owned and is now in its third generation, with Grundmann’s sons Daniel and Michael running the business alongside their father.
Maxwell & Williams founder Max Grundmann said, “For more than three decades I’ve believed that the dining table is one of the most important pieces of furniture in any home. It’s where families celebrate, friends reconnect, ideas are shared and memories are created. If our products have played even a small part in those moments, then we’ve done our job.”
Grundmann said the brand was built for a shift he saw coming in the way Australians entertain at home.
“Thirty years ago people bought a dinner set for life and reserved it for special occasions, but that all changed very quickly. Houses moved towards open-plan living, and with that shift the kitchen and dining room became the epicentre of the family home. The dining table became where families reconnect and friends gather, rather than just where meals are served.
“We wanted our customers to be able to have flair that was fair, and to be able to put on a beautiful spread without the cost or the fuss, and we’re proud that we’ve been able to stay true to that mission for three decades.”
The anniversary also lands with a sizeable archive of artist collaborations. Since its inception, Maxwell & Williams has worked with 34 artists, producing collections that have sold more than 22 million pieces.
Its longest-running partnership is with the Royal Botanic Gardens Victoria, now in its 21st year. The collaboration has produced 17 ranges and raised more than $1.3 million for the gardens.
The anniversary ranges
To mark the milestone, Maxwell & Williams is releasing a series of new ranges, including updates to White Basics, a Royal Botanic Gardens Victoria partnership and two nature-inspired collections.
White Basics Edge – Available mid-September. The White Basics Edge collection adds subtle texture and a fresh hit of colour to the White Basics look. Crafted from premium porcelain, each piece is finished with a delicate green rim and embossed detailing while keeping the clean, classic feel of the original range.
Royal Botanic Gardens Foxglove – Drawn from the archives of the Royal Botanic Gardens Victoria, the Foxglove collection brings Marie Wehl’s botanical artwork to porcelain. The archival illustrations have been reimagined in a delicate hand-painted style, with subtle embossed detailing and a soft, nature-inspired palette. Available from mid-September.
Lunara – Inspired by the coast, Lunara features soft organic forms and a layered reactive glaze, making each piece unique. The range is designed for everyday dining and gatherings. Available now.
Fluttering Meadow – Inspired by nature in full bloom, Fluttering Meadow captures the feel of an early morning garden, with flowers, bees and butterflies worked into a hand-illustrated design. The collection features soft botanical forms and delicate linework against a gentle sky-blue palette. Available now.
Thirty years on, even with the evolution of family dining culture and design trends, Maxwell & Williams seems to be exactly where it was all those years ago – asking for nothing more than its usual seat at the dining table.
Source: Zonnios & Hunt
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