Wedgwood boss rules out permanent closure

Sjoerd Leeflang said Wedgwood would not stop production in Staffordshire permanently

Senior managers at Wedgwood have ruled out the possibility of a permanent closure despite its Staffordshire factory announcing a 90-day halt in production.

The pottery firm said on Tuesday it was pausing production at the site in Barlaston until early January, and placing 70 workers on temporary leave.

Senior vice-president of Wedgwood Sjoerd Leeflang said a significant decline in demand from key markets in recent months had led to the decision.

Asked if the shutdown could last, he said: "'Made in England' is a key part of our strategy. So that's absolutely not where we're heading to."

"That's why we tried, with this measure, just to maintain a healthy company," he added.

"It's better to pause than produce products that end up in a warehouse somewhere around the world."

Mr Leeflang added they were looking after staff, who were being paid during the pause "because we want to keep the craftmanship alive".

He said the brand was determined to carry on making products in England and would be launching a collaboration with a famous designer in the next couple of days.

'Demand in China down'

Wedgwood, which produces fine china, tableware and home accessories, was founded by Josiah Wedgwood in Staffordshire 1759.

Stoke-on-Trent Central MP Gareth Snell has said the production shutdown was "incredibly worrying" news, while Labour colleague Dr Allison Gardner, representing Stoke-on-Trent South, called it a "simple response to seasonal fluctuations".

The city council said global and national pressures, including high energy prices, had made life very difficult for manufacturers.

Mr Leeflang said the firm's lucrative Chinese market, accounting for about 30% of business, had seen high double-digit growth since 2019, with the opening of 32 stores.

However, economic pressures in the country over the last two years had seen day-to-day spending reduce for "high-net-worth individuals", he added.

"So we see now a decline and more wish for lower priced goods," he said, adding there were "some positive signs" of a bounceback.

The company, owned by Fiskars Group, was working on reaching the right customers in Chinese markets, "improving the brand and creating the demand", he added.

The executive told BBC Midlands Today he was very confident Wedgwood could weather the storm.

"Wedgwood is a healthy company," he said, "we're in this for the long term."