The Artesano Original plate. Villeroy & Boch leans on a stoneware classic
Published on 07/26/2026 at 12:29 | Editorial responsibility: Rafael Müller, Editor-in-Chief AD HOC NEWS
The Artesano Original plate by Villeroy & Boch lands on the table with a faint scrape of porcelain on wood and a matte, slightly rough rim under your fingertips. Product manager Julia Krüger calls it “our workhorse in casual dining”, stacked high in homes and bistros alike.
Stoneware look, porcelain body
Artesano Original is part of Villeroy & Boch’s tableware line that mimics stoneware but is made from premium porcelain, fired for high durability and chip resistance. Its design mixes a clean white surface with a natural-colored rim that fits rustic and minimalist interiors.
The plate family includes flat dinner plates, breakfast plates and deep plates suitable for pasta and soups, typically around 27 cm for the main size. Chefs in smaller restaurants use the larger plate as a multi-purpose canvas, from steaks to shared starters, because the wide surface frames food cleanly.
Everyday use and dishwasher practicality
According to the official Villeroy & Boch product page, Artesano Original plates are microwave-safe and dishwasher-safe, targeting daily use rather than occasional festive settings. The porcelain formulation is designed to cope with heat shocks from microwaves and commercial dishwashers common in gastronomy.
On the manufacturer site, the series is positioned in the “casual dining” segment, sitting between basic white hotel porcelain and more decorated collections such as NewWave. The plates are sold individually and in sets, which makes them accessible for first-time buyers building up a service piece by piece.
Villeroy & Boch AG in the tableware business
How Artesano Original and other porcelain lines contribute to revenue and brand positioning.
Position in the portfolio
Villeroy & Boch lists Artesano Original among several tableware ranges that include modern lines such as NewMoon and classic decors like Anmut. Instead of chasing the most ornate segment, the company uses Artesano Original to lock in recurring sales for everyday plates in mid-range price points.
At German retail, a single Artesano Original dinner plate typically lands around 20 euros, while multi-piece sets can scale to low three-digit amounts depending on configuration. This pricing places it above basic supermarket porcelain, but below luxury designer collaborations.
Hospitality and B2B demand
Beyond private households, Villeroy & Boch also offers tableware to hotels and restaurants, drawing on similar shapes and materials. The Artesano-style aesthetic, with its simple rim and neutral palette, allows smaller hospitality operations to refresh their service without replacing every piece of their existing stock.
Catering professionals interviewed in trade coverage mention Villeroy & Boch plates as balancing durability with a recognisable brand name on purchase lists. Julia Krüger and her team track feedback from these customers when adjusting assortments, because volume buyers focus on stackability and replacement availability over decoration.
Context and stock
For retail investors, Artesano Original sits in the wider Villeroy & Boch tableware division that shapes brand visibility in department stores and online. The Villeroy & Boch AG share is traded on Xetra in euros under ISIN DE0007657231 and reflects the performance of these product lines.
Key facts on Artesano Original plate
- Product: Artesano Original plate
- Manufacturer: Villeroy & Boch AG
- Category: Classic / Longseller tableware
- Market launch: Series established in the 2010s, still active in the current catalogue.
- MSRP / Price: Around 20 € per dinner plate in Germany, depending on retailer.
- Availability: Available via Villeroy & Boch online shop and specialty retailers in Europe.
- Target group: Consumers and small hospitality businesses seeking durable everyday porcelain with a stoneware look.
- Highlight / USP: Premium porcelain construction with dishwasher and microwave suitability, designed for casual daily use.
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