Staff are on overtime and new decorators have been taken on at Emma Bridgewater as the pottery manufacturer has revealed it is on track to return to profit in the current financial year.
Daily Focus reported last week that the Stoke-on-Trent-headquartered firm halved its annual losses in the year to 26 April 2025 reporting a loss after tax of £2.4 million, 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 business has now confirmed that has been operating overtime since the start of the year and this will continue into February, while more skilled decorators have been brought in to meet continuing positive customer demand.
Success in recent months includes Halloween product sales up 35 per cent on the previous year, Black Friday sales up 24 per cent and a Christmas sales growth of eight per cent.
There has also been a 33 per cent growth in new customers between the months of October and December.
Chief Executive Iain Martin said: “We were encouraged by the company’s performance for the financial year 2024/5 and our recovery plan is on track to return the business to profitable growth for the current financial year 2025/6.
“Customers have responded positively to our recent product ranges and design collaborations. Focusing on our product range and core customer segments has resulted in better customer acquisition, significantly less discounting and stronger margins.
“The new leadership team, many of whom come from outside of the industry, are continuing to execute the recovery plan, and it is exciting to see the fresh ideas and techniques that are being applied within our traditional manufacturing industry.
“The brand’s appointment of Creative Director Meg Mackintosh, (previously at The White Company and Jo Malone), heralds a renewed focus on Emma Bridgewater Ltd’s unique brand position and craftsmanship heritage.
“Sales for the first eight months of the financial year to December 2025 grew by 12 per cent, with the 13 weeks to year end delivering sales growth of 17 per cent, driven by strong customer response to seasonal ranges and collaborations.”
Valentine’s Day and Mother’s Day ranges launched last month, and a new Easter range was revealed on Friday.
Personalised Emma Bridgewater pottery continues to be popular, and a recent Black Hearts range attracted keen interest around both recent series of hit TV show The Traitors.
The company says a partnership with Diddly Squat Farm last season was ‘hugely successful’, along with the launch of the first Studio Series collaboration, with dog artist Jenny Bloomfield.
Emma Bridgewater now employs approximately 350 staff across its factory, retail shops, decorating studio and café, its Meir distribution centre, London office and Bicester Village store.
