Arovo’s founder and CEO Nathalie Vandeghinste is a designer/creator at heart. It is her driving passion to create beautifully designed products that everyone can afford. This passion has driven Arovo’s evolution as a company. This is Arovo’s DNA and it is behind every activity we undertake.

Whilst for much of Arovo’s history our focus has been on dinnerware, our very successful expansion into other categories in recent years has proven that with this same passion and the right team of people the same results can be achieved in other categories.

Arovo is a Benelux headquartered homewares company selling both private label and branded products to customers around the world from its offices in the EU, UK, Asia and more recently the USA. Arovo’s customers are the largest retail chains and e-commerce retailers in over 25 countries which it serves.

Arovo differentiates itself through great design and speed to market at prices needed for the mass market.

Arovo’s home brands include MasterChef, ELLE Home and Tom Kerridge alongside Arovo’s own brand Code Maison. Arovo’s personal care and multimedia brands include ELLE, Cosmopolitan and McGregor complemented by own brands Code Femme, Code Homme and Xtronic.