In the heart of Stoke-on-Trent, the Portmeirion factory stands as a testament to the UK’s rich ceramic heritage, but this vital industry is facing unprecedented challenges. With rising costs and fierce international competition threatening its very existence, industry leaders are calling for urgent government intervention to safeguard jobs and preserve the centuries-old craft.
A Fragile Legacy
Portmeirion, a renowned homeware brand founded in 1960, is emblematic of the region’s storied relationship with ceramics. Employing 433 people, the factory is situated in an area affectionately known as the Potteries, steeped in tradition and craftsmanship. Sam Pearce, the company’s chief operating officer, reflects on the significance of this industry, stating, “All my family were in the industry. It’s a really important part of the heritage of the city.”
The ceramics sector is not merely a local concern; it employs approximately 20,000 people across the UK, with half of those jobs concentrated in the West Midlands. This industry produces not only household items like crockery and tiles but also critical components for defence and technology. However, the sector’s stability is under threat as it grapples with rising operational costs, particularly in energy, exacerbated by geopolitical tensions.
Rising Costs and Global Competition
The landscape for UK ceramics has become increasingly bleak. Major names in the industry have either collapsed or are on the brink of failure. Royal Stafford, a stalwart with nearly 200 years of history, ceased operations in February 2025, closely followed by Heraldic Pottery. Even the famed Wedgwood faced a 90-day production freeze, highlighting the dire situation.
Michael Scheepers, Portmeirion’s new chief executive, acknowledges the overwhelming pressures the sector faces. “The sector as such has been under huge pressure – there’s no denying that,” he remarked. With soaring energy prices following the invasion of Ukraine and the ongoing crisis in the Middle East, the situation has only worsened. Gas prices, crucial for the energy-intensive firing process, have skyrocketed, creating an untenable financial environment for manufacturers.
Rob Flello, chief executive of Ceramics UK, points out that the government’s efforts to reach net-zero emissions by 2050 have compounded these challenges. While the aim of decarbonisation is laudable, he warns that the current approach may lead to deindustrialisation. “It’s no good us being zero carbon in the UK in 2030 if that’s because we don’t manufacture anything in the UK,” he cautioned.
Government Aid: A Double-Edged Sword
In response to the industry’s plight, Chancellor Rachel Reeves unveiled a £120 million support package aimed at bolstering energy efficiency and competitiveness. However, industry insiders argue that this is merely a stopgap and that the ceramics sector has been overlooked in broader relief strategies. The British Industry Supercharger and British Industrial Competitiveness Scheme (BICS) currently exclude ceramics, despite nearly 90,000 petitioners advocating for inclusion.
A government spokesperson acknowledged the importance of the ceramics industry but offered little more than reassurances about ongoing support. “We recognise the challenges they are facing, including on the cost of energy,” they stated, while highlighting the existing £120 million package.
Flello expressed frustration over the exclusion of ceramics from crucial support initiatives, stating, “Energy is much, much more expensive in the UK than in competitor countries.” Without swift action, the risk of further closures looms large, threatening not just jobs but the cultural fabric of the region.
A Glimmer of Hope
Despite the overwhelming challenges, there are signs of potential recovery. The heritage brand Moorcroft recently resumed production after being saved from liquidation, and there are whispers of a possible acquisition for Denby, hinting at a willingness to invest in the sector.
Scheepers is optimistic about Portmeirion’s future, asserting the company’s commitment to expanding production in the UK. “If we have clear, targeted support, I think that would be invaluable,” he stated. Flello also sees the recent government package as a potential turning point, suggesting it could be the catalyst for a revitalisation of the industry. “There is definitely hope. This is probably the greatest cause of optimism,” he remarked.
Why it Matters
The fate of the UK ceramics industry is not merely a matter of economic statistics; it is a reflection of a cultural legacy that has endured for centuries. As industry leaders rally for government support to tackle rising costs and international competition, the future of thousands of jobs hangs in the balance. Preserving this vital sector is essential not only for the economy but for the rich heritage that defines the identity of communities like Stoke-on-Trent. As the industry stands at a crossroads, decisive action is needed to ensure its survival and revitalisation.
