Fiesta Tableware Company

The firm experienced rapid growth and opened a new 30-kiln plant in Newell, West Virginia, in 1903 — the company’s present manufacturing and headquarters location.

HLCC retained its retail division, including the prominent Fiestaware line along with the manufacturing operations and headquarters — rebranding as The Fiesta Tableware Company.

[2] For some time, the food services division had been unprofitable and was unable to compete with inexpensive imported tableware.

Because HLCC had been using the Homer Laughlin brand name in its foodservice business, and they were selling that division, the storied name was sold also.

Fiesta dinnerware continued to be produced through the late 1960s, with a number of new colors offered before the entire line was phased out in 1973.

Where no modifications were required, the greater shrinkage of the contemporary clay during firing results in the final object being of slightly smaller size then when directly compared to an example of original vintage production.

Harlequin was introduced in 1938 as a less expensive alternative to Fiesta and was commissioned by and sold exclusively at Woolworth's stores.

The third line of bright solid color ware produced by Homer Laughlin during that era was Riviera dinnerware [1938], which is distinctive for its triple-scalloped corners on a square shape.

Epicure, a line based on popular colors and shapes of the 1950s was introduced in 1955, and was designed by a student of Russel Wright.

Back then, companies like Quaker Oats would offer dinnerware and household items by marketing to their customers the ability to collect box tops from their products, which consumers could then send in to Quaker Oats with a reduced price per piece or set of the desired pieces of dinnerware the customer wanted to purchase.

[13] HLC maintains contracts with the federal government to supply china and dinnerware for a range of functions.