Founder, William Moorcroft, first started creating fine art pottery in 1897. Ultimately the company gained the title of ‘Potters to the HM The Queen’ in 1928 and was established worldwide as a leading light in the British Arts and Crafts movement.

However, by 1986, England’s once great art pottery had begun to dwindle. Only twenty-four hours before Moorcroft’s proud tradition might have succumbed to the fate of contemporaries, William’s youngest son, Managing Director, John Moorcroft, rang his bank in a final bid to save the family heritage. With the minutes ticking away, Hugh Edwards, his wife Maureen, a solicitor in general practice, and their two friends, Richard Dennis and Sally Tuffin, mounted a last minute rescue, putting into operation their plan for the company’s revival.

To start the recovery new designs were created and the Moorcroft Museum was built, with pieces housed in 1924 Liberty cabinets. New designs and a reinvigorated salesforce were soon paying dividends, and orders burgeoned. In 1992 Richard and Sally left the company, now facing the new year with a design void. Rachel Bishop, a ceramics graduate from the New Forest was soon uppermost in everyone’s mind to take over the design mantel. The rest, they say, is history.

Throughout the early 21st century, Moorcroft maintained a strong global reputation. Its products

continued to be cherished by collectors and pieces featured in prestigious private collections, including those of British prime ministers, American presidents and Queen Elizabeth II, who regularly acquired new Moorcroft designs for the Royal Collection.

The Sandbach Road factory also became a cultural destination, with a Heritage Visitor Centre

and Museum that showcased iconic works from the company’s long history, and its Grade II-listed bottle oven was among the few surviving historic kilns open to the public.

Sadly, on 30th April 2025, after more than 100 years of continuous operation, the company again required outside investment. After a formal administrative period, in stepped William’s

grandson, Will Moorcroft, who, with external investment, led a buy-out of the firm from

administration in June 2025, and once again put the family firmly back in control.

This revival aims to preserve the brand, safeguard craft skills and continue production at

its historic Stoke-on-Trent location.

Today, Moorcroft Pottery stands as a testament to British craftsmanship. A history, spanning over a century from 1913 to 2025 and beyond, reflects resilience in the face of industrial change.

Moorcroft’s distinctive tubelined designs and richly decorated earthenware remain prized by

collectors worldwide. Although the challenges of modern manufacturing remain, Moorcroft’s revival under their founder’s grandson inspires hope that this iconic name in ceramics will continue to flourish, blending historical excellence with contemporary creativity for many years to come.