A significant chapter in Stoke-on-Trent’s industrial and cultural history has come to a close with the announcement that Moorcroft Pottery has ceased trading. The Burslem-based firm, which had operated from its Sandbach Road site since 1913, is now being placed into liquidation following a failed search for a new buyer.
Fifty-seven workers have lost their jobs, and with them goes a wealth of traditional knowledge and craftsmanship that helped define the Moorcroft name. The closure has been attributed to the pressures of rising operating costs and a challenging economic climate, echoing wider struggles across the ceramics industry.
Moorcroft’s roots stretch back to 1897, and its reputation for exceptional art pottery was built on intricate, hand-finished designs using time-honoured techniques. With support from Liberty of London and royal recognition in 1928, Moorcroft became a household name. Its Grade II-listed bottle oven and heritage centre in Burslem served as a proud reminder of Stoke-on-Trent’s global influence in pottery.
This is not an isolated loss. Moorcroft now joins a growing list of closures in the city, including Royal Stafford, Wade, Dudson and Johnsons Tiles. Each carried a legacy built over generations. Their disappearance erodes the cultural fabric of our communities and chips away at Stoke-on-Trent’s identity as a city of makers.
As we witness yet another historic name fade from the skyline, we are left to consider what must change to prevent further decline. The future of our pottery industry will not be saved by nostalgia alone. It will take renewed investment, both financial and emotional, from within and beyond our city. It will take curiosity from younger generations, confidence from consumers, and a collective belief that these skills, these traditions, still matter.
The loss of Moorcroft is a wake-up call. How many more names must we lose before we act?
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