About Serax
Serax is a family business with passion
We honour our family roots
Serax is the brainchild of SERge and AXel Van Den Bossche. Two brothers who were brought up amidst the flowerpot trade in their mother’s business. Over the past thirty years, the small-scale business that started up in a garage in 1986 has grown into a multinational with over 65 employees and a head office in Antwerp. Today, the company is led by Axel. Axel’s wife – Marie Michielssen – is Serax’ house designer. She is the creator of, amongst other things, the famous ‘Cactus Vase’. Serax is a family business where passion runs through the veins.
We cherish designers
Working with well-known and lesser known designers is built into Serax’ DNA. In 1990, the brand started a tentative collaboration with Peter Arts, which was quite revolutionary in the florist design industry. One year later, Serax achieved international fame, thanks to the collaboration with floral artist Daniel Ost, who designed ‘The Flower Booth’ for the French design fair Maison & Objet. The seed was planted. Since then, Serax has entered into dozens of partnerships that have resulted in renowned collections and success at an international level.
Koen Van Guijze is one of those designers: “I have been running my own lighting business for years, but there is still so much creativity in my head, just screaming for a way out. It has eagerly found its way into this lighting collection. And that ... is just the beginning.” He prefers 'authentic' materials such as steel, brass, concrete, cork, ceramics, sand and paper. His style is a mixture of brutalism and sophisticated details. Or as he himself says: “There is poetry in everything I design.”
We believe craftmanship is the only way
Over the past thirty years, Serax has been growing at a very fast rate. Yet it has never lost track of its basic principles. Therefore, every collection is crafted traditionally. Serax travels the globe with selected prototypes from designers to find the right craftsmen to manufacture on a larger scale. From Vietnam through Antwerp to Portugal. Always in line with the creator’s design and philosophy.