Serax began in 1986, when Belgian brothers Serge and Axel Van Den Bossche took over their mother's copper flowerpot business, distributing to florists and garden centers out of a garage in Kontich. The name is simply the first letters of their two names. In 1990 they took on their first design collaboration, with Peter Arts, followed a year later by floral artist Daniel Ost, whose Flower Booth put the brand on the international stage at Maison & Objet. From there the range expanded well past pots into tableware, furniture, lighting, and leather goods, now built with more than sixty designers worldwide. Serge eventually left the company, and since 2011 Axel has run it alongside co-CEO Frank Lambert, with Axel's wife, designer Marie Michielssen, working in-house on collections including the earthenware Pawn pieces carried here.