More than 100 years later, Moorcroft pottery company broke out in Burslem

Richard Price

BBC News, West Midlands

Moorcroft Pottery is known for its colorful descriptions of animals, birds and geometric patterns.

Directors of Moorcroft Pottery announced that the company had stopped trading after more than 100 years, and GMB union said that this meant the loss of 57 jobs.

In a social media article Wednesday, the owner of the Burslem-based Trent-on-Trent company said they had told bankrupt business Moore Recovery to help with the voluntary liquidation company.

They said Moore would contact creditors in due course but did not provide an explanation for the company's closure.

Moorcroft warned in March that there could be a possible layoff, and mentioned rising costs and lower sales at the time.

The company's roots date back to 1897 and has been at its current location on Sandbach Road since 1913.

The business is one of several areas that have closed the industry in Staffordshire in recent years

Factory in the background of chimneys, hedges and fences sitting behind a blue sign saying: Moorcroft Heritage Visitor Center... Close — The business is one of several areas that have closed the industry in Staffordshire in recent years

According to its website, the company's founder William Moorcroft is able to produce pottery from the current website thanks to the support of London department store Liberty.

After winning many prestigious international awards, Moorcroft was appointed as the potter of Queen HM in 1928.

The company's royal sponsorship continued when the late Queen Elizabeth II added Moorcroft Designs to the Royal Series.

The company said the brand is also popular with the U.S. president and the British Prime Minister.

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

Shelves containing unpainted Moorcroft pottery. Available in different shapes and sizes. The shelves appear to be in a factory or warehouse. — Moorcroft has been producing pottery on site at its Burslem for more than 100 years

GMB organizer Chris Hoofe said: “The closure of Moorcroft is devastating news for workers and their families, but unfortunately, it’s not surprising.

“The high energy costs have weakened the UK’s ceramic sector, directly causing Moorcroft to lose 57 jobs.”

He urged the government to take action to support the ceramic sector and protect its workers.

The news of Moorcroft crash is the latest blow to the Trent Stoke-on-Trent pottery industry.

In February, Royal Stafford was appointed as manager at Burslem-based headquarters.

The company’s collapse comes after Dudson closed in 2019, two years ago in Longton and Johnsons tiles in 2024.

Listen to the BBC: Another blow from Stoke-on-Trent

City Council chief Jane Ashworth said Moorcroft is a major part of the Stoke-on-Trent ceramic heritage.

"Our team has been working closely with Moorcroft to try to find a solution, but unfortunately, it's impossible," she said.

“The fact is that global and national headwinds – including high energy prices and cheap, illegally forged rashes overseas – make life for manufacturers very difficult.

“We lobby – and will continue to lobby – the government provides concrete support for this important and valuable sector.”

She added that authorities will provide support to affected employees to help them find new jobs.

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