Emma Bridgewater Sees Path to Profitability as Recovery Plan Gains Traction

Stoke-on-Trent-based pottery firm Emma Bridgewater Ltd is showing signs of a robust turnaround, with its chief executive expressing optimism about the company's trajectory following a difficult period for the sector.

CEO Iain Martin stated the company's recovery plan is firmly on track, projecting a return to "profitable growth" in the 2025-26 financial year. This follows years of challenging trading conditions that necessitated job cuts at the nearly 40-year-old firm, renowned for its handmade and hand-decorated tableware.

"We are encouraged by our recent performance," Martin told reporters. "Customers have responded very positively to our new ranges and design collaborations." This sentiment is backed by solid figures: Christmas sales rose 8% year-on-year, Black Friday sales jumped 24%, and Halloween product sales saw a significant 35% uplift.

The wider British pottery industry has faced a perfect storm of rising energy costs and shifting consumer habits, leading to several high-profile failures over the past two years. Against this backdrop, Emma Bridgewater's nascent recovery is being closely watched.

Martin attributes part of the momentum to strategic leadership changes, including bringing in talent from outside the traditional pottery sphere. A key appointment is that of new Creative Director Meg Mackintosh, formerly of The White Company and Jo Malone, who is tasked with refocusing on the brand's craft heritage while injecting fresh commercial ideas.

"It's exciting to see the fresh perspectives and techniques being applied within our traditional manufacturing setting," Martin added.

Founder Emma Bridgewater, in a previous interview, remained defiant about the industry's future despite the pressures. "There have been ups and downs," she said, "but we can't get to a stage where we can't make our own plates in this country."

What People Are Saying

Sarah Chen, Retail Analyst at Midland Capital: "The sales figures, particularly around key retail events, are a strong positive signal. It suggests their strategy of blending heritage with new design collaborations is resonating. The real test will be sustaining this beyond seasonal peaks."

Michael Dobson, Stoke-based former kiln operator: "It's a relief to hear some good news from the Potteries. For years it's been one closure after another. If a big name like Bridgewater can pull through and protect jobs, it gives hope to the entire community here that's built on clay."

Anya Petrova, Consumer Trends Blogger: "An 8% Christmas increase is barely keeping pace with inflation. This isn't a recovery; it's survival mode. They're celebrating not drowning, while the high street sinks. Hiring a perfume brand executive to save a pottery firm? It smacks of desperation, not innovation."

David Finch, Small Business Owner (Ceramics Studio): "As a smaller maker, I see Bridgewater's success as a tide that lifts all boats. Their focus on 'Made in Stoke' authenticity helps remind consumers of the value of real craftsmanship over mass-produced imports. Mackintosh's experience in building lifestyle brands could be a masterstroke."