The Portmeirion factory in Stoke-on-Trent is eager to expand its UK production. The company, founded in 1960 and employing 433 people, is at the heart of British ceramics in Staffordshire. The centuries-old craft is so integral to the area that the six federated towns making up the city are known as the Potteries.
Industry under pressure
The UK ceramics sector employs 20,000 people, half in the West Midlands, and is considered vital to the economy. It manufactures household essentials like crockery, bathroom fittings, tiles, and bricks, as well as defence and technology components. However, the industry is struggling due to international competition, rising labour costs, and soaring energy prices exacerbated by geopolitical conflicts.
Notable names have collapsed or are in trouble. Royal Stafford went bust in February last year after nearly 200 years, and Heraldic Pottery closed the same month. Wedgwood froze production for 90 days, restarting in January, while Denby called in administrators on 31 March, citing rising employment and energy costs.
Government support and criticism
Chancellor Rachel Reeves announced a £120m support package for energy efficiency, decarbonisation, and competitiveness. However, industry leaders say more is needed. Rob Flello, chief executive of Ceramics UK, notes that energy costs are central to difficulties, with gas prices soaring. He also criticises the net zero target, arguing that decarbonisation should not lead to deindustrialisation.
Alex Patrick-Smith of Dreadnought Tiles agrees, saying net zero targets are unrealistic and that the UK is losing its supply chain. He emphasises the strategic importance of domestic manufacturing for national resilience.
Call for extended relief
Industry leaders urge the government to extend eligibility for the British Industry Supercharger and BICS schemes, which provide electricity cost relief to sectors like steel and chemicals. A petition with nearly 90,000 signatures asks for ceramics to be included. A government spokesperson highlighted the £120m support and ongoing collaboration with the industry.
Despite challenges, there are glimmers of hope. The heritage brand Moorcroft returned to production in September, and rumours suggest Home Bargains may acquire Denby. Portmeirion's CEO Michael Scheepers says clear, targeted support would be invaluable. Flello believes the £120m package could signal a turnaround, though further measures are needed.
