Dexam

Dexam, a multi-brand kitchenware portfolio based in the UK

Dexam operates as a kitchenware company built around a portfolio of brands rather than a single product line. Its website presents the company as a hub for cookware, kitchen textiles, tableware and bar accessories, with brands including Chasseur, Chefs Choice, RHS by Dexam, School of Wok by Dexam, Vintage Kellogg's by Dexam, CellarDine by Dexam, Scion by Dexam and Mighty Mug. The range is sold through the company's own online store, which is organised by brand, collection and product category.

Cookware and cooking equipment

The cooking section covers utensils, tools and gadgets, boards and worktop protectors, knives and knife sharpeners, and a broad pots-and-pans offer. Within pots and pans, the catalogue lists saucepans, grillpans, frying pans, speciality pans, roasting pans, oven-to-table pieces, oven dishes and casserole dishes. Woks form a category of their own, divided into non-stick, pre-seasoned and uncoated versions, with dedicated wok accessories. Speciality cookware includes fondue sets, tagines, steamers and terracotta cooking pieces.

Branded examples in this area include the Chasseur 30cm serving casserole, the School of Wok 12-inch/30cm pre-seasoned carbon steel wok, the Supreme 40 x 28cm stainless steel deep roaster and the Supreme stainless steel saucepan, which is listed in sizes from 12cm to 22cm. A 10-inch/25cm two-tier bamboo steamer and a terracotta cheese baker with lid also appear in the cooking range.

Baking, dining and barware

The baking section groups bakeware, baking tins, pie and tart dishes, cookie cutters, cooling racks, baking accessories and utensils, mixing bowls, weighing scales, and decorating items such as piping bags, icing spatulas and cake stands or slicers. Products shown include a set of four classic British biscuit cutters, a 2L stainless steel mixing bowl, a set of four stainless steel measuring spoons and mechanical scales with a stainless steel bowl.

Dining and entertaining brings together tableware, plates and bowls, serving dishes, table settings, placemats and coasters, napkins and table runners, barware, wine, cocktail and beer accessories, drinkware, glassware, serving jugs, tea and coffee items, reusable bottles and cushions. The CellarDine by Dexam brand is represented here by the Chillcore 3-in-1 system, a 320ml recycled glass wine glass and the Therm au Rouge red wine warming sleeve. The Sintra collection contributes glazed terracotta pieces such as a jug and a small tapas dish.

Kitchen textiles and home collections

Textiles are a substantial part of the offer. The kitchen textiles category includes aprons, oven gloves, pot grabs, tea towels, hob covers, dishcloths, table runners and cushions, alongside a bag range covering tote bags, shopping bags, peg bags and food bags, plus a children's line. The Love Colour range appears with striped tea towels, a set of three extra-large tea towels and double oven gloves in several colourways, including duck egg and ochre.

Seasonal and themed collections include Sintra, CellarDine by Dexam, Love Colour, Textiles Supreme, Winter Forest, Woodland, Seagrass, Carnival, Harbour Stripes, Porto and Baubles. The Woodland collection, presented as autumn homeware, includes mango wood serving bowls and spoons, a mug, coasters, double oven gloves, an oval platter, a children's apron and a tea cosy. The site also lists a Summer Garden bee mesh food cover and Scion by Dexam items such as mini silicone spatulas.

Brand partnerships and licensing

Several ranges are developed through partnerships or licensed names. RHS by Dexam includes kitchen linens designed in partnership with the Royal Horticultural Society, with motifs such as Benary vegetables, birds, cottage garden, Gertrude Jekyll, home grown, Hooker fruit, I Bug You and sunflower. Other licensed or collaborative brands in the portfolio are Vintage Kellogg's by Dexam, School of Wok by Dexam and Scion by Dexam. The site also names Rushbrookes and Mighty Mug among its brands.

Online retail and offers

The website functions as a direct retail channel, with product listings showing prices in pounds sterling, stock statuses such as awaiting stock, and an outlet section. At the time of writing this profile, the offers area included a Scion by Dexam promotion with 20% off, a Summer Garden bee mesh food cover reduced from £15 to £12, an ice cream cone scoop reduced from £9 to £5 and Scion Mr Fox mini silicone spatulas reduced from £4.50 to £3.15. The site also invites visitors to join a mailing list in exchange for a discount code.