Beauty and alienation

Celebrating the beauty of everyday objects: that essentially is our ambition at Serax. Working with Brussels-based duo “_aboutuntitled” therefore made perfect sense as “_aboutuntitled” elevates utilitarian objects that we all use on an everyday basis to the status of veritable gems. The result is a dozen surreal — but also quite funny — compositions with Serax’s top designs and a bunch of knick-knacks. An inspiring look at beauty far outside everyone’s comfort zone.

Serax is more than a brand. Based in Belgium but with a global reach and outlook, we create contemporary homeware in collaboration with leading international designers and makers, bound together by a shared vision of elevating everyday spaces.

Every Serax object is a balance of aesthetics and function. From the smallest to the largest, each one becomes a treasured object that can last for generations: a work of art in its own right.

Over the decades, we have set ourselves apart by trusting in the knowledge and instincts of our founders, our core values and our extraordinary family of collaborators, creating distinctive collections of tableware, furniture, lighting and homeware. Designed in Europe – manufactured all over the world.

We are a FAMILY business

Serax was founded by two brothers, Serge and Axel Van Den Bossche, in 1986. Today the company is still led by Axel. Each collaborator – from individual craftspeople & designers to our organisational team – becomes part of the growing, international Serax family.

Maintaining these relationships and focusing on sustainable growth has transformed our company into a hub for specialist knowledge, quality manufacturing and craftsmanship.

We cherish designers

The extensive Serax family encompasses some of the most respected and exciting names in contemporary design and fine dining, including Ann Demeulemeester, Kelly Wearstler, Marie Michielssen, Marni, Ottolenghi, Paola Navone, Piet Boon, Sergio Herman and Vincent Van Duysen.

Our designers are given space to nurture their ideas, aided by Serax’s expertise and unwavering support. With diverse points of view, their visions are united by our mission to create the perfect blend of aesthetic quality and functionality.

Alongside our partnerships with celebrated designers, we constantly seek out young talent and creators from outside the standard notion of ‘design’, fostering a diversity of perspectives.

We believe craftsmanship is the only way

Serax is dedicated to innovation and quality. This is why craftsmanship remains a crucial element of the Serax approach.

We work with makers who push the boundaries of what is possible with traditional materials like stone, wood, metal, glass and clay, approaching them with fresh eyes and a contemporary aesthetic sensibility.

Together with these skilled artisans, we challenge ourselves to develop new processes and techniques. From a grand sofa to a delicate champagne glass, each object bears the traces of the hands and minds that made it.

We have a tableware love story

For centuries, meal times have been essential in nurturing togetherness and connection across families, societies & cultures. So it is no coincidence that tableware has played a crucial role in the evolution of Serax.

Since 2009, the company has worked with restaurants around the globe, cultivating solid bonds with Michelin-starred chefs and translating the lessons learnt from these connections back into products for private homes & day-to-day life.

Today, Serax encompasses collections spanning multiple categories, from glassware, stoneware and cutlery to kitchenware, indoor and outdoor furniture, lighting and interior accessories.

We carry elevated living at heart

Serax offers objects that celebrate being together and the simple occasions that make life joyful. From family meals at home to fine dining experiences, from lounging in the garden with friends to big celebrations, the objects we use help define these moments in our collective memories.

Every object Serax produces is a balance of aesthetics and function, equally at home in an urban apartment, metropolitan restaurant or rural retreat. From the smallest to the largest, each one becomes a treasured object that can last for generations: a work of art in its own right.

Sustainability

Design for living, a lifetime

For Serax, the sustainability story begins with making products that are needed, wanted and able to stand the test of time. For example, Serax imposes high standards of quality on itself and works with artisans who are committed to sustainability. Serax embraces the imperfections in its handmade products and hopes that its customers will treat the imperfections and patina that occur due to ageing similarly. Let’s not just throw away the objects we use daily if a corner is missing but instead cherish them for a lifetime.

In that spirit, Serax refuses to participate in the race towards seasonal trends. Not only is quality paramount, but the design must be timeless so that every object has the opportunity to be valued for life. Serax hopes to be part of a new design vision in which people no longer view an object as disposable but as a lifelong partner.

Continuously reducing the ecological footprint

Every business inevitably has an impact on the climate. That’s why Serax is committed to continuously seeking opportunities to reduce its ecological footprint. To take a professional approach to this, Serax had its footprint calculated by Futureproofed, a consultancy company based in Leuven with over two decades of experience in this field.

The entire production chain was audited, from the head office to the transport chain to the manufacturing workshop. Futureproofed used the Greenhouse Gas protocol (Scope I, II and III) in performing the calculation, an internationally recognised standard.

The calculations show that over 70% of carbon emissions are linked to producing goods. 13% of emissions are caused by transport and distribution. That led to several green promises for the future. For example, Serax will commit itself to reducing its fuel consumption and, in the long term, fully converting to renewable energy. There will also be closer cooperation with suppliers to persuade them to reduce their footprint. In addition, Serax will continue to look for packaging and transport options with a lower impact on the climate.

A love of the jungle

Deforestation and poor forest management are an unfortunate reality with disastrous consequences for the climate and nature. Serax wishes to be part of this as little as possible. For this reason, all Serax products are packaged and shipped in boxes made from FSC-certified cardboard. FSC, or Forest Stewardship Council, guarantees wood and paper products from responsibly managed forests. It’s an internationally recognised standard.

Towards A Co2-Neutral World

Online shopping also impacts the climate, especially in the area of transport. That is why Serax decided to apply the principle of CO2/carbon-neutral shipping. The emissions associated with each purchase from Serax are offset by a proportional investment in carbon offset projects. These initiatives are committed to preventing, neutralising or even absorbing greenhouse gas emissions through reforestation projects, the recovery of swamps and the storage of carbon through new technologies. In this way, every purchase from Serax is made in a carbon-neutral manner.