Initially it mostly made large pieces with high artistic aspirations, especially relief panels for architectural use, but also ornamental vessels and plates, intended for display rather than use.
The name was taken from the famous family workshop founded by Luca della Robbia in 15th-century Florence, which specialized in large coloured reliefs installed on walls.
The pottery, all earthenware, had lustrous lead glazes and often used patterns of interweaving plants, typical of Art Nouveau, with heraldic and Islamic motifs.
The brightly coloured panels, inspired by the work of the Florentine sculptor Luca della Robbia and his family, did not prove to be very popular on the dark brick buildings of the period, the pottery turning to large two-handled vases, presentation wares, wall chargers and plates, as well as ceramic clock cases, tiled window boxes, numerous types of vases and similar wares, as a source of income.
In 1900 Marianne de Caluwé joined the pottery, injecting finance as well as bringing a new direction with her strong Art Nouveau influence.