Mon, 16 Jun 2025 | BUSINESS SALE
W. Moorcroft Limited, a historic West Midlands pottery business that ceased trading earlier this year, will resume its operations after being acquired by a grandson of its original founder.
The Stoke-on-Trent-based business can trace its history back to the late 19th century and was revered for its handmade, fine art pottery pieces, which attracted a prestigious list of clients including Harrods, Liberty of London, Tiffany & Co and Shreve & Co.
The company also had a longstanding royal connection, being credited with inspiring Queen Mary’s lifelong support for art pottery and being awarded the title Potters to HM the Queen' in 1928, a name that was changed to 'Potters to The Late Queen' in 1953 and was used until 1978. Queen Elizabeth II also regularly took new Moorcroft designs into the Royal Collection during her lifetime.
Despite this, the company ceased trading in April 2025, appointing Moore Recovery to assist directors in placing it into voluntary liquidation. John Pye Auctions was hired to sell the company’s assets, but with a view to finding a buyer that would restart production before it was necessary for assets to be disposed on.
The company will now continue manufacturing from Stoke-on-Trent, where it has operated since 1913, following the rescue by William J. Moorcroft – grandson of founder William Moorcroft and son of former managing director John Moorcroft.
Moorcroft commented: "The return of Moorcroft is wonderful not just for the ceramics industry, but for the city of Stoke-on-Trent as it celebrates its centenary year, and in particular the talented staff, many of whom have been with the firm for their entire working lives.”
"This is a moment for them to celebrate because Moorcroft is so much more than a job; it started off as a family business in name but it is the dedication and passion of the staff that has made it a family business by nature.”
"That is one of the things that makes Moorcroft so special, and we are also proud to have the loyal support of global collectors who have shown their commitment over decades which we are immensely grateful for."
In accounts for the year to August 31 2023, W. Moorcroft Limited reported turnover of approximately £2.3 million, up marginally from £2.2 million a year earlier, but saw its post-tax profits dip from around £218,000 to £115,000.
At the time, its fixed assets were valued at around £780,000 and current assets at £1.5 million, with net assets also amounting to £1.5 million.
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