Loewy's firm designed the Continental China line in 1952 for Rosenthal-Block China Corporation, founded the same year by Joseph Block, Rosenthal's distributor in the United States. Loewy was given shares in the corporation in exchange for his design services to create tablewares that would appeal to the American public and also sell well in Europe. Continental, known as Exquisit in Europe, was a huge seller in the United States and overseas until it was discontinued in 1975. It was clearly modern without being avant-garde, and was available in white or in one of twenty-three patterns. The sculptural sugar bowl form came in different sizes for use as a pepper-pot or gravy dish. Loewy credited Richard S. Latham from the firm's Chicago office for designs for Rosenthal, including the popular Model 2000 (pictured in an ad in this case), introduced in 1954. However, Loewy participated in the development of the designs, and it was of course his famous name that appeared in Rosenthal's ads and on the bottom of each piece.