Production is about to restart at historic pottery firm Moorcroft with a large proportion of former workers due back within weeks.
New owner Will Moorcroft, the grandson of the Stoke-on-Trent firm’s founder William Moorcroft, has told Daily Focus that he hopes to be back in production by the end of this month.
The majority of the 57 workers who lost their jobs when trading ceased in April are said to be ‘chomping at the bit’ to come back and more than half of them – hopefully around 34 – are expected to return within the next few weeks with more likely to follow.
While production will begin at the firm’s site in Burslem, it will soon be moved back to the original site on Sandbach Road.
The Moorcroft shop could reopen around the end of August and future plans for the business include opening a coffee shop or tea room at its visitor centre and exploring new markets and new products such as fabrics and homewares.
Speaking to Daily Focus, Will said: “We’re going back to basics; having the core product made in exactly the same way in its original home and factory, and I want to get the message out there that we are back.
“Further down the line, we’re going to need to look at new lines, designs, shapes and products aiming for new collectors. It is not unknown that the Moorcroft collector base is in a slightly older age range. Now we need to hit 25 to 40-year-olds and think about how we introduce them to collecting it. It may not be the traditional floral, it might be animals or something quite different. We need to see how we can adapt to cater.”
William Moorcroft designed his first pieces of fine art pottery in 1897 and launched his own factory in Sandbach Road under the name of W.Moorcroft Ltd in 1913 with the aid of funds from prestigious store Liberty of London.
His company won a host of awards and was appointed Potters to H.M The Queen in 1928.
The firm remained in the family until 2006. Will says he ‘cant’ be more proud’ to have the company back in family ownership and sees it as his ‘moment to shine and continue the legacy’.
But he said: “My passion isn’t just about having a successful business; it is about keeping the product alive and creating that staff family feel.
“I can’t stress more that it is the experience and skill of the workforce that make the company what it is.”
He added: “We have such a genuine, loyal, skilled talented workforce and without them, there isn’t a business.
“I have pledged that when the business can afford to take everyone back, they will all be offered a position. It is very humbling to know they all want to come back. We will filter as many in as soon as possible but production should be going by the end of July.”
The company ceased trading due to financial difficulties. Liquidators said it attracted international interest and Will believes there were eight other bids on the table.
Will, who has been involved in commercial property for the past decade, said: “Everyone is affected by energy costs, that’s well documented in our industry. But what else needs to be done is addressing the direct costs a business incurs.
“Our business involves such labour-intensive products so a slight change in minimum wage and national insurance and change in tax can have a huge effect on business liability.”
