Moorcroft boss 'emotional' as production restarts

Will Moorcroft, grandson of founder William Moorcroft, purchased the company in June

The boss of a pottery firm saved from liquidation says he was "quite emotional" as production restarted at its factory.

Moorcroft Pottery, which announced its collapse in April, reopened at its original site in Cobridge, Stoke-on-Trent, on Friday.

It was rescued when it was bought in June by Will Moorcroft, whose grandfather William Moorcroft founded the firm and built the Sandbach Road factory in 1913.

The reopening comes during a tough year for the city's ceramics sector, which also saw the collapse of Royal Stafford and Heraldic Pottery. Earlier this week, managers at world-famous Wedgwood announced a 90-day halt in production.

Mr Moorcroft told BBC Radio Stoke: "I'm getting quite emotional, it's just fabulous.

"There aren't many words to describe it, it's just a great feeling and a great position to be in."

Of the 57 staff members who were made redundant when Moorcroft went bust, 35 of them have returned to the company.

"I think we're very lucky to have such a loyal workforce and a strong brand that gives us the opportunity to come back to the table," Mr Moorcroft added.

Moorcroft has restarted production at its factory in Cobridge, Stoke-on-Trent

He said it had been a "hard, hard slog" to "get all the pieces back together".

"Finally, kilns are on, the staff are in and we're up and running. It's a great feeling, tremendous," he added.

The industry has been hit by issues including rising energy costs and falling sales, while workers, MPs and unions have been calling on the government for support.

Moorcroft's collapse on 30 April came about a month after bosses warned of redundancies and said its energy costs had gone up by almost £250,000, since 2023.

Mr Moorcroft previously said these issues did weigh heavily on his mind and refreshing the brand would take hard work.

"The faith in the product is there," he explained. "We just have to ensure that we can get the collectors – new and old – to keep the faith."

Wedgwood made its announcement to stop production following a significant decline in demand from key markets in recent months.

Founded by Josiah Wedgwood in 1759, the company said it had placed 70 workers on temporary leave for the period and said the decision had been taken to "maintain a healthy company".

It came as artists and enthusiasts continued to flock to Stoke-on-Trent for the British Ceramics Biennial - the largest ceramics showcase in the UK.