Moorcroft Pottery: Latest Developments Following Recent Reopening
Moorcroft Pottery, the iconic Stoke-on-Trent ceramics manufacturer, has undergone a remarkable transformation in 2025 following its dramatic closure and subsequent rescue by the founder’s family. Here are the latest news and developments surrounding the historic pottery’s recent reopening.
From Closure to Revival: A Brief Timeline
The prestigious pottery company, established in 1913, ceased trading on April 30, 2025, resulting in the loss of 57 jobs. The closure was attributed to multiple factors including rising energy costs that had increased by nearly £250,000 over two years, declining sales of luxury goods amid the cost-of-living crisis, and increased competition from cheaper imports.
However, in a remarkable turn of events, Will Moorcroft, grandson of founder William Moorcroft, purchased the company in June 2025, bringing it back into family ownership for the first time since 2006. The acquisition secured all assets including the brand name, manufacturing facilities, and remaining inventory.
Production Restart and Staff Return
Production successfully restarted at the end of July 2025 as planned. Will Moorcroft confirmed that production initially resumed at the Burslem site before relocating back to the original Sandbach Road factory.
The workforce response has been overwhelmingly positive, with over 30 former employees returning to work. Claire Spate, a 27-year veteran of Moorcroft, expressed the staff’s enthusiasm: “I was overwhelmed… everyone is so chuffed”. Another longtime employee, Beverly, described the experience as an “emotional rollercoaster”.
Shop Reopening and Current Operations
The Moorcroft shop reopened around the end of August 2025 as projected. The Heritage Visitor Centre is now fully operational, offering factory tours, a museum, and retail space. Current operations include:
Factory tours running on Wednesdays and Thursdays at 10:45am
Adult tickets priced at £10.00, children at £7.00, with free access for members
Complete range of handmade Moorcroft pottery available for purchase
Museum displaying historic pieces in original Liberty Cabinets
Future Plans and Strategic Direction
Will Moorcroft has outlined ambitious plans for the company’s future development:
Expansion of Product Lines
Opening a coffee shop or tea room at the visitor centre
Exploring new markets and products including fabrics and homewares
Developing new designs targeting younger collectors aged 25-40
Moving beyond traditional floral patterns to include animals and contemporary designs
Manufacturing Philosophy
The company is returning to its traditional handcrafted roots, with Will emphasizing: “We’re going back to basics; having the core product made in exactly the same way in its original home and factory”. The manufacturing process remains virtually unchanged from over 100 years ago, maintaining the artisanal quality that distinguished Moorcroft pottery.
Market Impact and Industry Context
The Moorcroft revival comes amid significant challenges for the UK ceramics industry. Three major pottery companies closed in Stoke-on-Trent in 2025: Heraldic Pottery, Royal Stafford, and initially Moorcroft. This has raised concerns about the future of The Potteries, though other companies like TG Green have provided some positive developments by reopening facilities and rehiring workers.
The pottery market has shown resilience, with record-breaking auction results occurring shortly after Moorcroft’s rescue announcement, demonstrating continued strong collector demand.
Current Availability and Collections
The company’s website shows an active inventory with 341 different pieces currently available[web content]. These include various limited editions, numbered editions, and discontinued pieces, with prices ranging from £54 for smaller items to over £3,000 for major pieces. Popular current ranges include designs featuring British wildlife, botanical themes, and contemporary interpretations of classic Moorcroft styles.
Looking Forward
Will Moorcroft has expressed confidence in the company’s future while acknowledging ongoing challenges from energy costs and global market conditions. His commitment extends beyond commercial success: “My passion isn’t just about having a successful business; it is about keeping the product alive and creating that staff family feel”.
The successful reopening represents not just the salvation of a historic pottery brand, but also the preservation of irreplaceable craftsmanship skills and the continuation of Stoke-on-Trent’s ceramic heritage. As production continues to ramp up and new product lines develop, Moorcroft appears well-positioned to maintain its prestigious reputation while adapting to contemporary market demands.
Moorcroft Pottery is a renowned British pottery company that has been producing high-quality ceramic art pieces for over a century.
The company was founded by William Moorcroft in 1913 in Stoke-on-Trent, England, which was a hub for pottery production at the time. Moorcroft was a skilled ceramic artist who trained at the prestigious Royal College of Art in London, where he mastered the art of pottery making.
One of the key factors that set Moorcroft Pottery apart from other pottery companies was Moorcroft’s innovative use of tube-lined decoration, which involved creating intricate designs on the pottery using raised, tube-like lines of coloured slip. This technique gave Moorcroft pieces a unique and distinctive look that became highly sought after by collectors.
Moorcroft Pottery initially gained popularity for its striking Art Nouveau designs, which featured vibrant colours and intricate floral motifs inspired by nature.
Moorcroft drew inspiration from the natural beauty of the English countryside, and his designs often featured elaborate depictions of flowers, plants, animals and fish. The combination of Moorcroft’s artistic talent and technical skill made his pieces highly desirable among collectors and art enthusiasts.
Moorcroft pottery is known for its meticulous craftsmanship and attention to detail. Each piece is handcrafted by skilled artisans who follow traditional pottery techniques passed down through generations. The process of creating a Moorcroft piece is a laborious one, involving multiple stages of shaping, decorating, glazing, and firing the pottery to achieve the desired effect.
The result is a masterpiece of ceramic art that showcases the skill and dedication of William Moorcroft who created them.
In addition, William Moorcroft has also released several iconic designs that have become highly sought after by collectors. One such design is the “Pomegranate” range, which features rich red and gold tones inspired by the exotic fruit. Other popular designs are the Cornflour, Moonlit Blue and his beautiful Flambe pieces, which showcase fantastic red backgrounds.
Moorcroft Pottery has had a lasting impact on the art world and collectors alike. Its unique style and dedication to craftsmanship have earned it a reputation as one of the finest pottery companies in the world. Moorcroft pieces are highly collectable and can fetch high prices at auction, making them valuable investments for collectors.
In conclusion, Moorcroft Pottery is a true testament to the art of ceramic craftsmanship. Its rich history, meticulous techniques, and distinctive designs have captured the hearts of collectors and art enthusiasts around the world. Each piece of Moorcroft pottery is a work of art in its own right, showcasing the beauty and skill of the workers who bring these creations to life. Whether you’re a seasoned collector or a newcomer to the world of pottery, Moorcroft pieces are sure to bring joy and beauty to any collection.
