VINERS 110 YEAR MINI GUIDE_FINAL

T H R OUGH T H E AG E S

C E L E B R A T I N G

Y E A R S

Over 110 years ago the Viners brand was first created. A much-loved household name, steeped in British heritage, Viners has become the nation’s number one cutlery brand with a tradition for delivering elegant, robust cutlery made from the finest quality materials. Offering a wide range of styles and shapes to appeal to all tastes, Viners’ products come with a guarantee of excellence and are sure to deliver that special finishing touch to any table setting. From day one through to 2018, let us take you through the ages of Viners to discover more about the history of this iconic household name, as we celebrate 110 years of Great British design.

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Building the brand

A royal seal of approval

A history that begins in Sheffield

In the 1930s, Viners was issued a Royal Warrant as Cutlers and Silversmiths to King George V. Following this prestigious seal of approval, the company began to produce silverware on a large scale, allowing it to branch out into London, Scotland, the North West and the Midlands. Word quickly spread about Viners, and homeowners across the nation wanted to get their hands on this sought-after, quality-assured cutlery. Production was put on hold at the start of the Second World War as the company catered for military needs, producing around 36,000 helmets a week for Britain’s soldiers. The extent of the damage to its Sheffield factories after the war meant the company was required to produce utility cutlery for a number of years. Supporting the war effort

Founded in 1908 by brothers Willie and Emile Viener, Viners has gone from strength to strength in its endeavour to become Britain’s favourite cutlery brand. Its Sheffield heritage has remained synonymous with the brand, ever since factory doors opened 110 years ago. Upon its launch, the company’s speciality was plated hollowware; specially crafted metal jugs, teapots, platters and butter plates that were incredibly popular with the everyday homeowner. Despite what many of us think, Viners hasn’t always made cutlery it was only after the First World War that the company began to make knives and forks, developing an innovative collection of high quality cutlery made from nickel and silver. This combination of durable metals became the basis of Viners Wear Wite brand, which was its best- selling line until the development of stainless steel alternatives.

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A determined recovery

A brand leader

In post-war 1950s Britain, whilst homeowners had less money to spend, the desire for high quality and stylish products soared. Viners took this on-board and made it part of their strategy, hiring freelance designers to develop distinctive yet affordable products that would appeal to homeowners looking to make a quality investment. The most successful initiative was designed by Gerald Benney, recognised for his iconic Studio collection that has held strong as a best- seller for the company up until this day. Benney’s pieces can still be found in homes up and down the country.

A series of successful brand marketing campaigns delivered national recognition with Viners claiming their place as industry leaders by the 1970s. By this time, the company employed over 800 people and officially became the largest manufacturer of cutlery in the UK. Viners joined The Rayware Group in 2014, sitting alongside some of the biggest names in British homewares including Kilner ® , Mason Cash and Typhoon. Lovingly designed and developed in the UK, Viners currently sell 83 different ranges nationwide, from stunning cutlery to professional pans and stylish knife blocks to gift sets for every dining need. Viners today

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VINERS THROUGH THE YEARS

1908 1912 1925 1930 1953 Launching as W.&.E Viener, the company established at Tiger Works, Sheffield, manufacturing Moved to Bath Street factory to facilitate soaring demand for their products Re-branded to Viners Ltd and began producing their iconic cutlery Viners issued a Royal Warrant as Cutlers and Silversmiths to King George V Viners became one of the first cutlery brands to successfully execute consumer advertising

hollowware such as pots and milk jugs

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1957 1970 2014 2015 2018 Gerald Benney appointed as Creative Viners joined The Rayware Group Celebrating 110 years of Great British design

Viners officially becomes the UK’s largest cutlery manufacturer

First TV advert was created and aired on mainstream channels such as More4 and the Food Network

Director before developing the iconic Studio collection

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Quality ASSURANCE

Throughout the years, Viners has made quality and innovative design a top priority with the material used to make the cutlery of great importance. During this time, the brand has changed from one material to another, listening to the needs of its customers. Today, Viners has two different types of cutlery: 18.10 and 18.0, which reflect the percentages of chromium to nickel in the stainless steel. Whilst chromium gives cutlery its rust-resistant properties and robust durability, nickel is used to enhance corrosion resistance and provide a stunning silver shine. The higher the nickel content the more lustrous the finish, 18.10 ranges are perfect for special occasion cutlery and keepsake gifts, whereas 18.0 collections are ideal for everyday use, without compromising on design and quality. From their studio in Liverpool, the in-house design team work over a year in advance, monitoring the latest trends, before developing, trialling and remodelling new ranges until the final design is ready for production. It’s this passion for exceptional design and appreciation for quality materials that keeps Viners close to the nation’s heart. Great British Design

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TIMELESS PIECES

One of the continuing cutlery best-sellers is the 18.10 Studio collection. An original heritage design, Studio was created in the early 1960s by leading silversmith and artist Gerald Benney, famed for his unique, distinctive designs. Studio features a stunning hammered metal effect on the handle known as Benney Bark, a style typical of Benney’s earlier work. Standing the test of time, it has proven to be a much loved collection. Crafted from high quality stainless steel, the collection is polished to a mirror finish for a truly elegant aesthetic.

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making the mark

The Viners creative approach to advertising saw the company officially earn their mark as a recognisable brand. During the 60s and 70s, Viners identified a gap to reach thousands of magazine and newspaper readers, ready and waiting to see their products. Viners was one of the first cutlery brands to use modern forms of advertising, devising a number of creative ways to get the brand directly in front of consumers. Contemporary for its time, the content was humorous and tongue-in-cheek, which heavily influenced the popularity and distinction of the brand. Their creative message was highly unusual of a time when advertising was bland and unimaginative, truly setting Viners apart from other brands.

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Choosing your cutlery: This advert turned advertising on its head, suggesting the idea that choosing your cutlery is almost the same as choosing your husband. A playful relation between the two, design, style and personality are just some of the factors that seemingly make the two decisions alike. With a nod to the Viners trusted quality satisfaction guarantee, this advert suggests that wedding vows aren’t the only thing capable of lasting a lifetime.

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2018 marks 110 years since Viners began manufacturing. Steeped in history, even to this day the brand is front of mind for many of us looking to invest in a quality new cutlery canteen or browsing for a perfect wedding gift. viners today

Viners is a brand that has continued through the ages, with a desire to bring the best quality cutlery to the UK remaining at its core. Unchanged through the generations, Viners delight in discovering the treasure trove of stories shared by those who own their products. From weddings and anniversaries, through to new homes and family heirlooms, Viners love to celebrate the stories that bring us together. Recent research has proven that whilst Viners is one of the UK’s oldest cutlery brands, its distinguished reputation shows no sign of fading in the modern day.

Viners emerged as the number one recognised cutlery brand in the UK, with 55% of consumers recognising the Viners name, followed by Stellar with 24%. Perceptions of Viners also remain very positive, with the overriding view being that Viners is a trusted, long established brand that manufactures good quality, attractive cutlery. Proud to champion its British heritage, the company will be celebrating its anniversary across the year with competitions, events and exciting new product launches.

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Forged Aluminium Pans A stylish matt black exterior is teamed with stainless steel accents to provide a versatile all-rounder in the kitchen. Made from precision forged aluminium for added durability, the pans feel lightweight, yet are ideal for efficient cooking, with the aid of a double layer non-stick Whitford coating for superior food release.

The range includes: 16cm Milk Pan, 18cm Sauce Pan, 20cm Sauce Pan, 24cm Casserole Pan, 24cm Fry Pan, 4 Piece Gift Box Set.

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Marble Eternal Tapping into the nation’s lust for everything marble, Viners has extended its Eternal Knife offering to include a series of stunning marble effect versions. Featuring a subtle, smoky marble-effect handle, the range offers five ergonomically designed knives, all made with the finest quality German grade steel blades for superior performance.

The range includes: 4” Paring Knife, 5” Utility Knife, 7” Santoku Knife, 8” Carving Knife, 8” Chef’s Knife

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Raspberry Frangipane Tarts

Prick the base of the pastry all over with a fork, now chill in the fridge for 30 minutes. Line the pastry cases with crumpled baking paper and spread over a layer of baking beans. Place on a heated baking sheet and bake for 10 minutes. Remove from the oven and remove the baking paper and beans from the pastry case. Leave to cool and spread on the raspberry jam. Time to make the frangipane... cream the caster sugar and remaining butter together in a large bowl until pale and fluffy. Beat in the remaining eggs, one at a time, until the mixture is smooth, then stir in the almonds and cornflour. Divide the frangipane equally across the tartlets, and spread out evenly, and then add the raspberries.

You will need: 6 x 10cm tart tins with a loose base

INGREDIENTS 125g ground almonds 175g unsalted butter

100g icing sugar 4 medium eggs 200g plain flour 125g caster sugar 1 tsp cornflour 2 tbsp. seedless raspberry jam 150g fresh raspberries

Preheat your oven to 160 ° C/Fan 140 °C/ Gas Mark 3 then lightly grease the tart tins. To make the pastry, beat 100g butter and the icing sugar together in a large mixing bowl until soft and pale, then add 1 egg and beat again until smooth. Finally fold in the plain flour, until the dough comes away from the sides of the bowl. Lightly dust your work surface with flour then knead until smooth. Shape into a ball, wrap the pastry in cling film and chill in the fridge for 30 minutes. Remove from the fridge and allow to come up to room temperature. Roll the pastry out on a lightly floured surface and line the tins.

Bake for 30 minutes. Cool and serve with ice cream or cream.

The range includes: 16cm Milk Pan, 18cm Sauce Pan, 20cm Sauce Pan, 24cm Casserole Pan, 24cm Fry pan, 4 Piece Gift Box Set.

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www.viners.co.uk

26-32 Spitfire Road, Triumph Trading Park, Speke Hall Road, Liverpool, L24 9BF, England Tel: +44 (0)151 486 1888 Fax: +44 (0)151 486 1427 Email: sales@rayware.co.uk Order online: www.rayware-trade.co.uk