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A British manufacturer is expanding in the U.S. with its unique, handcrafted outdoor kitchen islands.
By Dianne M. Pogoda
As outdoor kitchens have become an increasingly important part of a home’s living and entertaining space, great design and superior performance have also played a larger role in creating them.
Vlaze, part of Charnwood, a British-based manufacturer with a U.S. office in Redding, Calif., distinguishes its outdoor products with a unique porcelain enamel surface finish, and is launching Vlaze Adapt Outdoor Kitchen Islands in the U.S. in 2023.
The 50-year-old family company is located on a small island in the U.K. and started operations as a metal fabricator. Over the years, the business grew with several brands, the largest being Charnwood Wood Burning Stoves, which are regarded as among the cleanest-burning stoves on the market. They’re still made in England and sold around the world.
About three decades ago, the market for wood stoves had softened, so the company began making signage and cladding for the iconic London Underground using its enameling and metal-working processes. This led to its work with porcelain enamel; the London Tube required signs and cladding to be made from a fireproof material that could endure harsh commercial environments.
The process continued to evolve and Charnwood began working with designers and architectural practices including Tom Dixon and Thomas Heatherwick. In 2014, the company launched Vlaze, a high-end residential surface finish suitable for countertops, shower walls, furniture and fireplace panels.
“We took our 30 years of porcelain enamel experience and repurposed it as a high-design surface finish with some stunning colors and custom textures,” said Matthew Langridge, global spokesman for the company. “In 2019, we designed a range of modular kitchen units clad in enamel, which had a unique design aesthetic and highly engineered quality. These are the foundation of the new Vlaze Adapt Outdoor Kitchen Islands.”
The product and its surface finish have been tested in U.K. and across Europe, and are designed to last a lifetime, with replacement parts available if needed. The company now has its sights set on the North American outdoor market, which is much bigger than in Europe or the U.K., the executive noted. “Vlaze kitchens are unique in the marketplace because of the porcelain enamel finish: glass fused to steel at over 1,500˚F, making for a practical, durable and stunning surface finish.”
The islands are fully built and in-stock, so are available for quick delivery and installation within days, he said. Compared to traditional built-in kitchens, the Vlaze outdoor kitchen can be reconfigured and adapted as the homeowners want to change the look. Components can be moved from outdoors to indoors, from pergola to poolside, and are modular, so they can travel when the family moves if desired — similar to European kitchens, which move with the homeowner.
The islands have been adjusted to accommodate an American grill from Firemagic and a charcoal grill from Big Green Egg, and the bespoke options can meet a customer’s specific appliance, color or configuration needs. Vlaze also works with Wolf, Blastcool and Caple appliance makers on custom designs.
“Our outdoor finish is durable, it’s colorful and it’s beautiful,” added Matt Hugg, spokesman for Vlaze in North America. “It’s made to last and to complement high-design outdoor living furniture. Every part is replaceable, and its long-lasting nature helps make it a sustainable investment.”
Vlaze has sales of about $20 million a year, with two facilities in the U.K, where all products are handmade, and 200 employees worldwide. It sources all materials locally in Britain wherever possible, to maintain a low carbon footprint. It has a solar-powered factory and raw materials are all glass and steel, which are from the earth and fully recyclable. The company aims to be carbon neutral by 2050 and uses minimal plastic in the product.
In the U.S., it sees California as its primary market — its base for stock and warehousing. It has sold into Florida and is looking at Texas and Arizona as potential markets.
“We’re looking to forge long-term relationships with a network of high-end, like-minded studio partners who are passionate about beautiful, unique products,” said Langridge. “We have a rich heritage and a fascinating story. We believe our offering goes beyond just outdoor kitchens. We are creating adaptable spaces to bring people together: to gather and to entertain.”
For more, visit Vlaze at KBIS in Booth N1370 or online here.
