Nikko Ceramics is on the threshold of 100 years in operation. While the tried-and-true dinnerware supplier has endured a bumpy road this past decade, this milestone anniversary is surely testament to the company’s stalwart reputation, quality merchandise, innovative technologies, and attentive customer service. But as the fortunes of formal dinnerware have dimmed, Nikko, too, has faced increased challenges, and a less-than-immediate name appeal hasn’t helped, U.S. president Norm Yamamoto acknowledges. “With little brand recognition in the market,” the exec begins, “Nikko has to first break through the buyers’ reluctance to get on the sales floor and then break through consumers’ hesitation for buying formal dinnerware.”

The irony is that in the trade, Nikko is a well-respected and revered brand known for its state-of-the-art and on-the-cusp technological invention. (Nikko, in fact, manufactures dinnerware for a number of better-branded suppliers.) But a sober and realistic U.S. management team recognizes that a hostile and heated climate for formal dinnerware producers, retail consolidations, market saturation, and ever-changing times have contributed to a sharp decline in sales. Still, Yamamoto, a 37-year Nikko employee, remains guardedly optimistic. “There will always be a group of people who want formal china,” he says. “The pendulum has swung so far that I believe it will be corrected more or less sooner or later.”

No doubt emphasis on the more and the sooner.

Nikko’s U.S. team have taken measures to proactively brand a century of quality tabletop production. Advertising, groundbreaking manufacturing methods, and stepped up private label development are several marketing ploys effected during this centennial milestone. “Nikko is still chasing after the established brand status,” Yamamoto admits. And to help in the pursuit, tabletop vet Kevin Molbury (previously with Royal China & Porcelain and Royal Doulton) joined the organization two years ago, spearheading sales and marketing efforts. “We’re learning to promote Nikko’s manufacturing expertise,” the senior V.P. of sales apprises. “Whether it’s bone china, porcelain, or ironstone, our production capabilities are known as the best in the industry.“ To capitalize on this impressive repute, Nikko has greatly grown its OEM business (it’s up to 25% of overall volume), but Molbury is also keen on increasing Nikko’s brand visibility. “Nikko’s quality within the industry is unparalleled and speaks to our significant private label business which is growing in double digits one year to the next,” Molbury purports. “We’ve been known as a dependable resource for years and our quality merchandise and timeless designs have great appeal.”