Emma Bridgewater Limited, in Stoke-on-Trent, has halved its annual losses after a strategic brand repositioning aimed at strengthening margins and improving underlying performance.
The Hanley-based pottery manufacturer reported a loss after tax of £2.4 million for the year ended 26 April 2025, down from £4.4 million the previous year.
Turnover fell by 12 per cent to £27.4 million, compared with £31.3 million in 2024, but gross profit rose to £14.0 million from £13 million the previous year, ‘driven by higher full-price sales, improved product mix and operational efficiencies’.
The Business Growth Fund (BGF), the group’s private equity investor, made a £2.2 million investment in May 2024 to support key initiatives aimed at improving margins and working capital.
These included reducing promotional activity to boost gross margins, upgrading the eCommerce platform with Shopify 2.0 to enhance conversion and user experience, and streamlining the product range to focus on core, higher-margin lines.
Improvements to the supply chain, introduced in October 2024, are expected to deliver annual savings of around £1 million.
Emma Bridgewater manufactures its hand-decorated pottery in Stoke-on-Trent and operates primarily in the UK, with additional sales across Europe, the United States and other international markets. UK sales accounted for £23.6 million of turnover during the year, with the United States at £1.7 million, Europe at £970,000 and the rest of the world at £1.2 million.
The business is led by chief executive Iain Martin, appointed in January 2024, and chief financial officer Mark Ross, appointed in April 2024. Staff costs fell to £10.4 million during the year, compared with £14 million in 2024, with the average monthly workforce reducing from 409 to 345.
Writing in the annual report, the directors said: “The Board are encouraged by the results for the year, which demonstrate a step-change in the financial performance and provide a strong platform for sustainable profitable growth.”
The report also stated that the Health and Safety Executive (HSE) has initiated a review in relation to a breach of health and safety regulations following an incident that occurred during the year, adding that ‘no provision has been made in these financial statements due to uncertainty of the outcome of the case in respect of this matter’.
