Moorcroft Pottery firm goes bust in Burslem after more than 100 years

Richard Price & Eleanor Lawson

BBC News, West Midlands

Moorcroft Pottery became known for its colourful depictions of wildlife and geometric patterns

Moorcroft A ceramic vase with painted trees in various shades of blue sits on a turntable in the foreground. In the background a blonde woman can be seen out of focus, intent on something in front of her on a table. She is holding a slim paint brush in her left hand and is wearing a white apron, blue and white striped long-sleeved top and wire-framed glasses. Other paint brushes sit in a bowl next to the vase. — Moorcroft Pottery became known for its colourful depictions of wildlife and geometric patterns

The directors of Moorcroft Pottery have announced the firm has stopped trading after more than 100 years, which the GMB Union says means the loss of 57 jobs.

In a post on social media on Wednesday, bosses at the Stoke-on-Trent firm, based in Burslem, said they had told insolvency business Moore Recovery to help with voluntarily liquidating the company.

They said Moore would contact creditors in due course but did not give an explanation for the firm’s closure. However, industry commentators have blamed an increase in energy costs.

Moorcroft had warned in March of possible redundancies and at the time cited rising costs and falling sales.

The news of Moorcroft’s collapse is the latest blow to the pottery industry in Stoke-on-Trent, a city affectionately known as The Potteries.

The city is recognised for its global influence with pottery – having been granted a World Craft City Status just last year.

Its official tourist website proudly states: “We are the World Capital of Ceramics.”

However, 2025 has proved to be a disastrous year for the city’s pottery industry.

In February, Royal Stafford, also based in Burslem, called in administrators.

The firm’s collapse followed the closure of Dudson in 2019, Wade in Longton two years ago and Johnsons Tiles in 2024.

The business is one of several in the sector to close in recent years in Staffordshire

The chimney of the factory in the background, with a hedge and fence sitting behind a blue sign saying: Moorcroft heritage Visitor Centre... closed — The business is one of several in the sector to close in recent years in Staffordshire

In March, Moorcroft warned of the threat of redundancies, stating their energy costs had gone up almost £250,000 over the past two years.

Great Pottery Throw Down judge Keith Brymer Jones said no business could sustain such an increase.

“It’s incredibly sad news,” he told BBC Radio Stoke. “We’ve been crying out for support for the ceramics industry and Stoke-on-Trent as a whole for years.

“It’s never been considered a major industry in this country.”

Rob Flello, the chief executive of Ceramics UK, which is based in the city, called for the government to step in and support the sector.

“Successive governments have just hammered the UK ceramics industry with things like carbon taxes and a whole raft of other taxes that these cheap imports just don’t have to worry about,” he said.

Chris Hoofe, GMB organiser, also urged the government to act, adding high energy costs were “crippling” the sector.

“The closure of Moorcroft is devastating news for workers and their families, but unfortunately it’s not a surprise,” he said.

A spokesperson for the Department for Business and Trade said: “We know this will be a concerning time for Moorcroft Pottery workers and their families.

“Ministers continue to engage closely with the ceramics sector to understand the challenges and provide support, ensuring the industry is globally competitive as part of our Plan for Change.”

“We’ve been crying out for support for the ceramics industry and Stoke-on-Trent as a whole for years,” Keith Brymer Jones told the BBC

Alamy Keith Brymer Jones, wearing a black t-shirt and dark-coloured apron, can be seen with his hands clasped around a piece of clay. There are pots next to him, and a plastic bucket, and people in the background. — “We’ve been crying out for support for the ceramics industry and Stoke-on-Trent as a whole for years,” Keith Brymer Jones told the BBC

Speaking about the impact of the loss on the city, Brymer Jones said it was about more than just 57 jobs.

“It’s 57 families that are connected to those jobs and the surrounding area, the support network, the shops the cafes that all go with it.

“We’re bloody good at making stuff here, there’s a longstanding tradition of ceramics and we sell ceramics all over the world and we literally can’t afford to lose this skillset.”

Moorcroft has been producing pottery at its site in Burslem for more than 100 years

Shelving which contains unpainted Moorcroft pottery. There are various different shapes and sizes. The shelving appears to be in a factory or warehose. — Moorcroft has been producing pottery at its site in Burslem for more than 100 years

Moorcroft Pottery traces its roots back to 1897 and has been based at its current site in Sandbach Road since 1913.

According to its website, the firm’s founder William Moorcroft was able to produce pottery from its current site thanks to the support of London department store Liberty.

After winning a number of prestigious international awards, Moorcroft was appointed as Potter to HM The Queen in 1928.

The firm’s royal patronage continued when the late Queen Elizabeth II added Moorcroft designs into the Royal Collection.

The brand was also popular with US presidents and British prime ministers, according to the firm.

Listen on BBC Sounds: Another blow for Stoke-on-Trent

City council leader Jane Ashworth said Moorcroft had been a major part of Stoke-on-Trent’s heritage in ceramics.

“Our teams have been working closely and intensively with Moorcroft to try to find a solution but unfortunately this has not been possible,” she said.

“The fact is global and national headwinds – including high energy prices and a rash of cheap, illegal forgeries from overseas – have made life very difficult for manufacturers.

“We have lobbied – and will continue to lobby – the government to provide specific support for this vital and valuable sector.”

She added the authority would provide support for affected employees to help them find new jobs.