MIKASA’s powerhouse COUNTRYSIDE franchise continues its domination decades after their launches. Tapping into the zeitgeist of the times, the patterns’ staying power is testament to compelling classic design, line extensions, and passionate fans.
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IT’S BEEN 50 YEARS SINCE MIKASA’s FRENCH COUNTRYSIDE DEBUTED, the perfect panacea to a formal-dominated dinnerware domain. The scalloped, edged, and curved creamware provided the ideal entry for consumers into the casual dinnerware arena, an area of stores that was virtually non-existent in 1974. The design became a bridal fireball, dominating the registry for decades, buoyed by complementary glassware, flatware, and accessory pieces. Still, it took another 20 years, in 1994, before Mikasa added Italian Countryside to the fold. The more modern whiteware design, replete with fluted bands and column-like detailing that recalls classical Italian architecture, proved to be the perfect companion. The design has always been a top-five Mikasa seller and is their second best-selling dinnerware design currently. Patrick Kelly, SVP, divisional sales manager, Lifetime Brands, acknowledges the staying power of both collections. “It’s a big anniversary for us,” he says. “These are backbone patterns, and the longevity they represent are cornerstones in our dinnerware business.”
The Countrysides became part of Lifetime Brands when Mikasa was acquired in 2006. “We’ve done a good job keeping them fresh in people's minds,” says Kelly, a 32-year tabletop veteran. “We’ve recreated them to stay fresh and appeal to new audiences. They’re transitional, timeless patterns that are casual for some, formal for others. These designs have found a sweet spot appeal to both sides. And we’ve remained true to their core competencies.”
French Countryside, the oldest selling dinnerware design in the Mikasa portfolio, launched as a five-piece place setting. With changing eras, it morphed into other configurations and is now available in four-piece ($49.99), 16-piece ($149.99), and 40-piece sets ($299.99.) The classic cream stoneware has also been offered in sage, slate, and tan. Coordinating line extensions have been added yearly and seasonally, 40 active SKUs, $7.99 to $299.99. Over the years, colored glassware, crystal, and various serveware items have come and gone. But flatware, which debuted in 2000 as a five-piece place setting, has been a solid seller and is available currently in services for four, eight, and 12, $19.99 to $309.99. The most popular configuration is the 45-piece set, $249.99. There are also steak knives, appetizer forks, long spoons, coffee spoons, spreaders, cheese sets, condiment spoons, and serving spoons/forks, $19.99 to $54.99.
Italian Countryside learned from its predecessor. By 1994, casual dinnerware was a thriving category, and this design benefited from its somewhat late start. It was this period that was the heyday in overall Countryside sales. Capitalizing on the whiteware trend, Italian Countryside soared to the top of the bridal charts, a favorite of registering baby boomers, and a department store staple. “I was selling against these patterns at the time,” Kelly recalls. “These two designs were part of every department store assortment with at least one full fixture on the floor. Consumers really bought into these patterns.” The design was leveraged more than its precursor, with melamine, serveware, drinkware, holiday, crystal, bedding, and flatware, 60 active SKUs, $7.99 to $299.99. Dinnerware was available in the classic cream porcelain as well as white bone china. There was also color, with gray, taupe, and blue versions. Currently, cream porcelain, white bone, and melamine are available. There were also accessory items made from stoneware, a few mixed-material serveware pieces (ceramic and wood), and glassware. “Italian Countryside, from a fashion viewpoint, lends itself to more pieces, and perhaps that’s why it well outsells French Countryside,” says Kelly. Flatware was introduced in 1998 and is a strong seller. A 20-piece set is $189.99. “Italian Countryside is still one of our more popular flatware patterns,” says category manager Shelley Hildebrand. “As the market moved to sets, one of the interesting occurrences has been that we’ve sold to replacement retailers so customers can fill in their sets as needed. Both Italian Countryside and French Countryside flatware are important, decades-long heritage patterns that are among our top flatware sellers.” While English Countryside and American Countryside versions were added (English Countryside, a charming all-white embossed fruit design, debuted in 1989, and is still available, sold mostly on the Mikasa website; American Countryside lasted less than a decade in the 2010s), they paled in comparison to their earlier counterparts. Those two titanic designs work well together but were rarely merchandised in tandem in stores. “As much as we’d like to see that they’re mostly separated,” says Kelly. “It’s even rare to see the flatware merchandised with the dinnerware. What a missed opportunity. We like showing the breadth of what we do, so it can really be appreciated. We get to do that ourselves online and can communicate a complete lifestyle to our customers.”
David Mackrell is the president of Mikasa’s tabletop division. “We’ve seen a steady resurgence in both Italian Countryside and French Countryside dinnerware the last few years, with sales continuing to exceed our expectations,” he says. He’s not surprised by their long-term success. “These designs are high-quality, distinctive, and classic, which helps Mikasa stand out in a competitive market and contribute to the creation of a lifestyle brand. They include a wide range of products, which allows consumers to create a cohesive and aesthetically pleasing table setting. This breadth appeals to consumers looking to fashion a complete dining experience rather than simply enjoying individual pieces. Our consistent commitment to quality and design is the foundation for the popularity of the collections and why they not only resonate with current consumer but also attract new segments of younger consumers.”