Oneida Limited is one of the world’s largest designers and sellers of
stainless steel and silverplated cutlery and tableware for the consumer and
foodservice industries. It is also the largest supplier of dinnerware to the
foodservice industry in North America. The company operates in the United
States, Canada, Mexico and Latin America, Europe and Asia marketing and
distributing tabletop products, which include flatware, dinnerware, crystal
stemware, glassware and kitchen tools and gadgets. The company originated in
the mid-nineteenth century in Sherrill, New York.
History = Origins=
The company originated in a utopian community, the Oneida Community,
established in the mid-nineteenth century. Oneida Limited's founder, John
Humphrey Noyes, was the founder of the religious movement known as
Perfectionism. Oneida was one of the earliest joint-stock companies in the
United States in the late 1880s. Its religious philosophy helped inform the
early development of the company, in which members of the Oneida Community
received shares in the company. Its progressive nature also allowed for a
woman, Harriet Joselyn, to sit on the board of directors — a departure from
the norm for the time. Oneida Community started production of
silver-plated flatware and hollow-ware in 1899 using the "Community Plate"
mark. Oneida Community purchased the Wm A. Rogers and 1881 Rogers companies in
1929 and started producing a somewhat lower-quality line of products using
those companies’ marks. In 1935, Oneida Community changed its name to Oneida
Ltd. = Post-war growth=
Oneida Limited successfully adapted to the difficult economic conditions of the
First World War and Second World War. Throughout both of these world economic
upheavals, Oneida adapted its manufacturing capabilities. During the
First World War, it produced ammunition clips, lead-plated gas shells, combat
knives, and surgical instruments; during World War II, the company added army
trucks, aircraft survival kits, and even jet engine parts to its manufacturing
repertoire. The company then managed an innovative
transition to the manufacture of stainless steel flatware in 1961, which
eventually dwarfed its production of silver-plated flatware. In 1971, Oneida
purchased the Camden Wire Co., Inc., a major manufacturer of industrial wire
products. By the 1980s, Oneida made at least half
of all flatware purchased in the United States. In 1983, the company acquired
Rena-Ware, a Bellevue-based kitchenware manufacturer with a majority
international operations. Oneida sold Rena-ware three years later. In 1984, it
acquired D.J. Tableware, a flatware and china manufacturer that targeted the
foodservice industry. = Modern era=
At the end of the 1990s, the company encountered tough economic times,
however it still tried to hold on to its mantle as the last remaining US-based
manufacturer of flatware, knives, forks, and spoons. The events surrounding 9/11
negatively impacted the hospitality and consumer tableware markets, and in
November 2003, Oneida sold its 100-year-old Buffalo China plant and
four overseas factories in Mexico, China, and Italy. In February 2004, it
sold off more assets to BC Acquisition Co. LLC for $5.5 million. Eventually,
the manufacturing facilities in Sherrill, New York were sold to Sherrill
Manufacturing on March 22, 2005. In 1996, Oneida Limited acquired THC
Systems, Inc., including its team of professionals, which operated under the
name Rego China. Oneida Limited transitioned from its
manufacturing history and focused on design and marketing of its products
that are globally sourced. Sales, marketing, advertising, procurement,
customer service, legal and operational support is also still based in Oneida,
New York. The company was taken private in 2006. Oneida no longer operates
manufacturing in the United States. Partly as a consequence of the economic
blowback from 9/11, Oneida Limited's sales fell more than $157 million. In
2006, the company filed for Chapter 11 bankruptcy. After stabilizing
financially and reducing its debt load, the company was purchased by a group of
hedge funds led by Monarch Alternative Capital.
Oneida announced at the beginning of 2009 they were transitioning away from
company-owned outlet stores due to poor financial results but retaining the
original outlet store in Sherrill, New York. In September 2010, Oneida launched
a new website, Oneida.com. In November 2011, Oneida Limited was
acquired by Monomoy Capital Partners, a mid-sized New York City equity fund. The
original outlet store in Sherrill, New York was closed April 26, 2014
Operations = Manufacturing=
Oneida has had a variety of manufacturing facilities and
capabilities throughout its existence. In addition to tableware, the company
started out by manufacturing silk, traps, and chains. It gradually ceased
these enterprises as they became less profitable for the company. In 1916,
Oneida opened its first international factory in Niagara Falls, Ontario.
During World War II, Oneida purchased a factory in Canastota, New York to
manufacture army trucks, aircraft survival kits, and jet engine parts.
Throughout the 1960s and 70s, Oneida's workforce grew from 2,000 to 3,000
workers, and it transitioned into manufacturing stainless steel flatware.
Starting in 1977, and continuing throughout the 80s and 90s, Oneida
acquired orthogonal manufacturing companies making such things as wire,
flatware, and china. To compete with international manufacturing, Oneida
implemented high-volume manufacturing lines in its factories. It also opened
new factories throughout the world: a dinnerware factory in Juarez, Mexico;
flatware factory in Toluca, Mexico; holloware factory in Shanghai, China;
holloware factory in Vercelli, Italy. In 2004, it closed those factories.
Since its acquisition by Monomoy Capital Partners, Oneida has manufactured its
products across North America, South America, Asia, and Europe by means of 50
manufacturing contracts. = Advertising=
Oneida has placed an emphasis on advertising since its earliest days.
Starting in 1899, Coles Phillips illustrated dozens of ads for the
company, which was then known as Oneida Community. Maxfield Parrish, John
Whitcomb, and many other illustrators added an element of human insight to
other prominent advertisements that prominently the brand and lastly the
product itself. It was a highly successful branding campaign.
Oneida also focused on print advertisements in home, fashion, bridal,
and epicurean publications. It was also one of the first to employ celebrity
spokespeople such as Bob Hope. Oneida inaugurated the practice by employing
Irene Castle to promote its wares. During the 1960s, Deutsch Inc. worked on
Oneida's advertising. More recently, Oneida's advertising campaigns have won
several Clio Awards. Brands
Oneida Limited serves various customer segments by selling different brands of
banquetware, flatware, glassware, and tableware. Its foodservice industry
brands are Schonwald, Sant'Andrea, Oneida, and Buffalo. Its consumer
products include the Oneida, Westminster and Stanley Rogers brands.
= Schonwald= Oneida Limited is the exclusive American
marketer and distributor of Schonwald foodservice dinnerware. The line is
known for its trendsetting designs, advanced technology, and high quality.
Schonwald is the company's 5-star luxury brand of foodservice dinnerware.
= Sant'Andrea= Oneida Limited established the
European-based Sant'Andrea brand in 1990. The line focuses on premium
stainless steel or traditional silverplate flatware. Oneida, through
its Italian subsidiary, Sant'Andrea, S.r.l., acquired Table Top Engineering &
Design, S.r.l. in 1998. TTE&D had been the primary manufacturer of its
Sant'Andrea line of fine foodservice dinnerware.
= Oneida= Oneida Limited's main line has been
available since the company's very beginning. The Oneida line is broken up
into three sub-lines: Oneida Flatware, Oneida Holloware, and Oneida Dinnerware.
The Oneida line of flatware and dinnerware is used by fine dining
establishments, family restaurants, and hotels.
= Buffalo= Oneida Limited purchased Buffalo China,
Inc., at the time one of the country's largest makers of commercial chinaware,
in 1983. After the company's 2004 series of factory closings and sales, it still
retained the Buffalo China trademark and logos; it also retained the Buffalo
China warehouse in Buffalo, New York. The Buffalo Collection is Oneida's
casual line of dinnerware. It focuses on durability, practicality, and detail.
References External links
Oneida website Oneida Foodservice
Oneida Community Mansion House Sherrill website