Define goes forward as Define & Dine

Define, the design-led tabletop and home accessories brand, has been saved and relaunched as Define & Dine after its parent company Jendico was placed into voluntary liquidation.

Define goes forward as Define & Dine

Jendico was formed in the 1980s as a bathroom accessories distribution company. But as demand started to fall away in tough times, Home Accessories Define was created in 2005 as a separate brand to take the business in another direction.

“The initial response was excellent and the customer base grew steadily each year, to include department stores, independents, farm shops and delis,” director Mark Peacock told

“The success and popularity of Home Accessories Define was greater that we initially anticipated – however, not enough to keep Jendico afloat as the bathroom sector dropped to an all-time low. After seeking advice in early 2011 we reluctantly took the decision to put Jendico into voluntary liquidation.”

However, while the bathroom side of the business has gone, Define has now re-emerged as the new Define & Dine.

“The overwhelming support of the designers, manufacturers and customers and their persistence to make contact to offer help and support made us look at going forward,” Peacock went on. “The demand was still out there. Everyone was sympathetic towards us and yet positive – a kind of ‘it could have easily been us’ attitude.”

Define & Dine was launched at the beginning of September with a carefully-selected range of products in stock, and new lines are being introduced in mid-October. Stock is currently limited, but Peacock said that by next spring he expects to be offering a wider selection.

The first point of contact for Define & Dine is; the postal address is PO Box 10046, Market Harborough LE16 0GJ.

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