Moorcroft Pottery, a longstanding staple in Stoke-on-Trent, has ceased operations after over a century in business. The directors made an announcement on social media that the company would be voluntarily liquidated with the help of Moore Recovery, without citing a reason for the closure. This decision comes on the heels of warnings about potential layoffs earlier in the year due to increasing expenses and declining sales.
Established in 1897, Moorcroft has been situated at its current location on Sandbach Road since 1913. Founder William Moorcroft’s partnership with London’s Liberty department store enabled the production of pottery at the site. The company’s esteemed reputation led to recognition from Queen Elizabeth II as the Potter to HM The Queen in 1928, with later designs incorporated into the Royal Collection. Moorcroft’s creations were also favored by US presidents and British prime ministers.
The demise of Moorcroft adds to a series of closures within the pottery industry in Staffordshire, including Royal Stafford and Dudson. This industry downturn is further compounded by challenges such as high energy costs and counterfeit products flooding the market from abroad. Stoke-on-Trent city council leader Jane Ashworth expressed disappointment over the loss of Moorcroft, emphasizing the city’s efforts to find a solution. Calls for government support to bolster the struggling ceramics sector have been made, while plans are in place to assist affected workers in transitioning to new employment opportunities.
The closure of Moorcroft Pottery is reflective of broader challenges facing manufacturers in the region, with economic factors and competition from counterfeit goods exacerbating the industry’s decline. Stoke-on-Trent’s heritage in ceramics has taken a hit with the successive closures of established pottery firms in recent years, underscoring the need for targeted support from the government. Despite efforts to salvage Moorcroft’s operations, the company’s closure underscores the harsh realities facing traditional industries in an increasingly complex and competitive global market
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