Steeling the show
British catering supplier Utopia Tableware will relaunch as Steelite-Utopia at next month’s edition of Ambiente. Having worked with Smart Display for several years, the market leader has chosen its impressive 195 sq m exhibition stand as the platform from which to launch its new chapter to the global hospitality industry in Frankfurt next month.
Founded in 2000, Utopia Tableware brings 25 years of experience and an established, trusted brand to the Steelite portfolio. The Chesterfield-based company entered into the agreement following a successful, two-year relationship, which previous saw Ohio-based Steelite take exclusive responsibility for Utopia Tableware’s distribution through the USA.
“Although we have been exhibiting at Ambiente for many years, this is our first trade event as combined brand Steelite-Utopia,” says Utopia Tableware’s trade show manager June Billings. “We have rebranded our exhibition stand to showcase our new combined offer, and this is the first opportunity for buyers to see Steelite-Utopia as one brand offering over 650 new SKUs.”
Having created a suitably utopian stand design last year, Smart Display’s design team was briefed to maintain the stand’s statement style while bringing the overall aesthetic in line the brand’s new chapter of development.
“Utopia Tableware’s key brand values are precision, elegance and sophistication,” says Lawrie Ward, Smart Display’s senior designer who headed up the brand’s exhibition stand design in both 2023 and 2024. “Last year, we implemented floating glass shelving which was recessed into a slatted wall and bathed each product area with coloured lighting for a subtle differentiation across the entire range. This year we have built upon that aesthetic with the new branding which will launch Steelite-Utopia’s new chapter at the industry’s premier trade event.”
Having been nominated for ESSA’s Best Stand Build over 30 sq m, the Utopia Tableware stand is well-placed to provide the setting for the brand’s new chapter and growth throughout 2025 and beyond.
“This acquisition places our business in great hands, ensuring continued success, growth and innovation,” says Utopia Tableware’s CEO Mark Rammell. “We are thrilled about the future as we join Steelite – a company that shares our vision for growth and a commitment to our same core values – and together, the two companies can build on our strong foundations to achieve even greater things for our valued customers.”
For Steelite meanwhile, the acquisition provides an opportunity to build a more global brand across not only the UK and the US, but worldwide.
“Mark Rammell and his team created a business with terrific products, people and culture and we strongly believe Utopia is the perfect addition to Steelite,” says Steelite International’s President and CEO, John Miles. “Further, the Utopia acquisition is a testament to our deep commitment and belief in the continued opportunities for the global hospitality industry. This combination will provide our customers and end users with an enhanced array of innovative products and outstanding service that has become synonymous with both companies.”
If you are approaching an era of new business development and want to see how your exhibition stand can help to launch your new chapter, get in touch today. #wemakeevents
