Serax was founded in 1986 by brothers Axel and Serge Van Den Bossche, who continued to expand their mother's flower pot business.

Over the past decades, the family business has developed into a multi-category brand. Today, Axel Van Den Bossche remains at the helm. His wife, Marie Michielssen, is Serax’s in-house designer. Despite the company’s strong growth, the family character and passion of the pioneering early years remain the driving force.

Since the launch of the first tableware in collaboration with artist and ceramist Roos Van De Velde, Serax has established itself as a trendsetter for both Michelin-starred chefs and hobby chefs at home, elevating the total dining experience to a higher level. The acclaimed collections by Pascale Naessens, Ann Demeulemeester, Sergio Herman, Vincent Van Duysen and Ottolenghi can today be found in over a hundred starred restaurants around the world and in top retailers.