Thyme and Table is a popular brand of kitchenware and tableware products sold through major retailers in the United States. The brand offers a wide range of products for the home cook including bakeware, utensils, dinnerware, glassware, and more. Thyme and Table aims to provide high quality, stylish products at affordable prices. But whose brand is Thyme and Table? That’s the question we’ll explore in this article.
Company Background
Thyme and Table products are designed and marketed by The Maximalist, a Boston-based company founded in 2010. The Maximalist was started by a husband and wife team, Jonathan and Sarah Wilson, who saw a need for well-designed, coordinated collections of kitchen and tableware at accessible price points.
The Maximalist debuted the Thyme and Table brand in 2013 with a line of colorful, vintage-inspired ceramic bakeware. The branding evoked a sense of warmth, nostalgia, and comfort with product names like Sunny Side Up Essentials and Rustic Farmhouse collections. Through partnerships with major retailers like Target, Amazon, and Bed Bath & Beyond, The Maximalist grew Thyme and Table into a household name over the next few years.
Product Expansion
After success with its initial bakeware offerings, The Maximalist expanded the Thyme and Table line to encompass a wider range of coordinating kitchen and dining products.
Bakeware
Thyme and Table started with ceramic baking dishes and pie plates. The line was later expanded to include stainless steel cookie sheets, metal cake pans, silicone baking mats, oven mitts and more. Popular collections include Vintage Floral, Rustic Farmhouse, and Classic Neutrals.
Kitchen Tools
Beyond bakeware, Thyme and Table now offers a variety of cooking utensils and kitchen tools like serving spoons, spatulas, measuring cups, cutting boards, knives, pots and pans. The tools feature ergonomic designs and come in mix-and-match colors.
Dinnerware
For the dining table, Thyme and Table sells dinnerware sets including plates, bowls and mugs made from stoneware or porcelain. Patterns include solid colors like speckled blue as well as floral and nature motifs.
Glassware
Coordinating beverageware such as coffee mugs, iced tea glasses, wine glasses and tumblers are also available from Thyme and Table. The glassware collections allow customers to achieve a cohesive table setting.
Kitchen Storage
To round out its kitchenware offerings, Thyme and Table sells canisters, jars and other storage containers for dry goods, countertop appliances like stand mixers, and kitchen linens like aprons and towels printed with its signature patterns.
Brand Values
In marketing its products, Thyme and Table aims to convey certain brand values that set it apart from competitors:
Warm and Welcoming Aesthetic
Thyme and Table embraces a warm, relaxed aesthetic with its emphasis on natural textures, soft colors, and distressed or weathered finishes that give products a comfortable, lived-in feel.
High Quality Materials
While keeping prices affordable, Thyme and Table uses durable materials like thick pottery, sturdy metals, and heat-resistant glass that performs reliably in busy kitchens.
Coordinated Collections
The products are designed in complementary color palettes and patterns so customers can easily mix and match within collections to create a harmonious kitchen-to-table look.
Vintage and Cottage Inspiration
Many Thyme and Table collections draw inspiration from vintage, cottagecore, farmhouse and other romantic aesthetics popular on social media platforms like Instagram and Pinterest. The branding aims to evoke cozy, pastoral nostalgia.
Manufacturing and Sourcing
The Maximalist, as brand owner, oversees the design and development of all Thyme and Table products. However, the company relies on third-party manufacturers for production. Most Thyme and Table products are made in China and other Asian countries to keep costs down.
The Maximalist says it works closely with factories to ensure products meet safety and quality standards. According to the company, each prototype goes through rigorous tests. Factories are monitored via regular site visits and audits as well.
Despite manufacturing abroad, The Maximalist maintains its headquarters and design facilities in Boston. The brand prides itself on being an American company.
Partnerships With Retailers
Thyme and Table has achieved widespread popularity and distribution by partnering with major national retailers. Some of their biggest retail partnerships include:
Target
Thyme and Table bakeware, kitchen tools and dinnerware are sold both in-store and online via Target, making the brand available to millions of shoppers. Target has offered exclusive colorways and patterns like the Threshold branded collections.
Amazon
As another mass retailer, Amazon provides a major sales channel for Thyme and Table. Amazon carries the full range of products and offers Prime shipping. The brand even has its own Amazon storefront.
Bed Bath & Beyond
With over 900 retail locations, Bed Bath & Beyond is a key brick-and-mortar partner for Thyme and Table. Kitchen and dining products are prominently displayed in stores.
Kohl’s
Kohl’s department stores sell a variety of Thyme and Table kitchenware and glassware collections both online and in their nationwide retail stores.
Other major retailers
In addition to the above, Thyme and Table has been carried by CVS, Wayfair, Overstock, Walmart, Crate & Barrel, and specialty kitchen stores like Sur La Table and Williams Sonoma.
Celebrity Collaborations
To generate buzz and draw new audiences to the brand, The Maximalist has facilitated collaborations between Thyme and Table and social media influencers and celebrities known for their cooking content. For example:
Emily Henderson
In 2021, blogger and television host Emily Henderson partnered with Thyme and Table to create a line of kitchen products inspired by her signature moody and minimalist style.
Jenny Kellerhals
Baker Jenny Kellerhals of the Frosted Pumpkin Stitchery brand worked with Thyme and Table in 2022 on a baking collection with cottagecore vibes.
Tabitha Brown
In 2022, actress and vegan food blogger Tabitha Brown debuted a line of vegan baking essentials with Thyme and Table featuring whimsical butterfly and floral motifs.
Financial Performance
As a private company, The Maximalist does not disclose detailed financial data for Thyme and Table. However, based on the brand’s expanding product lines and retail partnerships, it appears to be a fast-growing and profitable business.
Market research firm IBISWorld estimates The Maximalist sees annual revenue growth between 5-10% and clears over $100 million in sales annually. Thyme and Table makes up around 75% of The Maximalist’s total business. Profits are reinvested into new product development and further brand expansion.
Future Outlook
Thyme and Table appears well-positioned for continued growth as a popular, accessible lifestyle brand. Some areas The Maximalist could explore include:
New Product Categories
Expand into adjacent home goods like furniture, textiles, wall art or home decor pieces that fit the brand aesthetic.
Brick-and-Mortar Expansion
Open dedicated Thyme and Table shops, potentially starting with a small flagship store.
Direct-to-Consumer Channel
Sell products directly to consumers via their own e-commerce site to complement third-party retail.
Licensing Deals
License the brand for collaborations outside kitchenware like apparel, baby goods, or pets accessories.
Conclusion
Thyme and Table has grown from a single bakeware collection to an empire of coordinating kitchen, dining and home products since its launch in 2013. While manufactured abroad, Thyme and Table remains an American brand helmed by Boston-based company The Maximalist. With its warm, welcoming aesthetic and accessibility, Thyme and Table caters to today’s style- and budget-conscious consumers. The brand has achieved mainstream popularity through distribution via mass retailers and influencer collaborations. If current growth continues, consumers can expect to see much more of Thyme and Table products in kitchens and homes across America.