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Fitz and Floyd Acquires Andrea by Sadek

Fitz and Floyd has also signed a license with The Hershey Company
Posted on November 18, 2015 by Allison Zisko

FitzandFloydAndreaSadekAndrea by Sadek dinnerware
NEW YORK-Fitz and Floyd has acquired fellow tabletop company Andrea by Sadek, with plans to leverage the brand’s rich heritage and distribution footprint.

Fitz and Floyd plans to maintain Andrea by Sadek’s existing collections such as its licensed Williamsburg line and children’s tea sets, but will also add new collections and enhanced sales support. The company has employed a large sales force throughout the United States and has set up an exclusive showroom in Atlanta, along with a separate showroom for Fitz and Floyd. Andrea by Sadek’s online distribution channel has also been moved to the B2B sales platform, my.FitzandFloyd.com.

Andrea by Sadek, which had been looking for a buyer, is a good fit for Fitz and Floyd because the two companies share a core competency in handpainted ceramics but have distinct distribution channels, Steve Baram, president and CEO of Fitz and Floyd, told HFN. Andrea by Sadek has a “steady, day-in, day-out business,” is sold in top specialty stores and has a strong presence in tourist destinations, he said.

Andrea by Sadek will be fully integrated into Fitz and Floyd, but the two brands will remain separate. Company principals Andrea Sadek and Jim Sadek, who are siblings, will remain involved with product development during the transition and will be present at the Atlanta Gift & Home Furnishings Market in January.

Fitz and Floyd also recently signed a licensing deal with The Hershey Company to design, manufacture and distribute four iconic candy-branded gift collections: Hershey’s, Hershey’s Kisses, Reese’s and Jolly Rancher. The eclectic assortment of 125 individual pieces range from kitchenware, including serving and baking pieces, to modern takes on retro drinkware, as well as holiday and lifestyle collections. Fitz and Floyd will optimize the emotional attachment most consumers have with the chocolate company and bring it to life, Baram said. The product assortment includes both literal and creative interpretations of the brand. “We are very excited about the opportunities of partnering with a longstanding company that’s near and dear to everyone’s heart,” he said.

All items will be available for mass purchase via Fitz and Floyd by early 2016.