Welcome to "The New Era" of Moorcroft Pottery.

On 30th April 2025, after more than 100 years of continuous operation, Moorcroft Pottery required outside investment. After a formal administrative period, in stepped William’s grandson, Will Moorcroft, who bought the firm 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, W. Moorcroft Ltd stands as a testament to British craftsmanship. With a history  spanning over a century from 1913 to 2025 and beyond  reflects resilience in the face of industrial change and changing times.

Moorcroft's distinctive tubelined designs and richly decorated earthenware remains prized by collectors worldwide. Although the challenges of modern manufacturing
remain, Moorcroft’s revival under the 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.