Expansion and recognition
His son, Maurice Karel Demeyere (*Kortrijk 1891), inherited his father’s talent. He soon learnt the trade as a metalworker and turned out to be an enterprising risk taker. In 1908 he established himself as an independent entrepreneur in a property in the Appelstraat in Borgerhout, where the seeds of the current family business were sown. As a 17 year old he ran a company with four labourers, all of them older than 40! In short, Maurice knew how to work.
During WW1 he served in the Engineering Corps in the Belgian army. Being a very precocious person, he made a virtue of necessity by learning as much as he could about a diversity of technical topics. A military handbook from this period, treasured by the family, is clear proof of this.
From 1919 onwards he picked up the business activities where he had left off, together with his brother Willem. The Demeyere brothers gradually built up the company. In 1921 they took over a moribund firm in household items and relocated their own company to the Herentalsebaan in Deurne, followed by the official establishment in 1922 of nv Demeyere & Zonen. Their father Emmanuel stayed on as an adviser to his sons until his death in 1927.
An important recognition of craftsmanship for the new company came in the form of a large order from the Antwerp "Bell Telephone" company. For this communications company with its worldwide subsidiaries, Demeyere manufactured millions of capacitor boxes in the 20s, in addition to their own range of products. Business was doing extremely well.
Focus on household items
During WWII the company got the name "Werkhuizen Demeyere". The company largely survived these difficult years by manufacturing large soup pots, required at the time for the charitable food distribution.
Luckily the war did not paralyse the company, succession was assured. Maurits Emmanuel Demeyere (*Antwerp 1921) graduated as an engineer and from 1946 onwards he adjusted the company’s direction once and for all into manufacturing household items.
Maurits is the inventor of "Silvinox", a world exclusive in the field of surface treatment of cooking utensils. Thanks to Silvinox the cooking pots, frying pans, kettles, coffee pots and other items retain their shiny and pure exterior, despite intensive use and washing up. This did a great deal for the expansion of the company’s name. The range of household items manufactured gradually increased. In 1980 he opened a new factory (30,000 m2/7.5 acres) in Herentals in response to the growing demand.