Pottery firm sees green shoots of recovery

Iain Martin, CEO of Emma Bridgewater Ltd, expressed optimism regarding the company's recent performance, stating that its recovery plan is proceeding as expected. He anticipates the firm will return to profitable growth in the 2025-26 financial year. The company, known for its handmade and hand-decorated pottery, has seen positive customer engagement with its new ranges and design collaborations. This has been reflected in strong sales figures, with Christmas sales increasing by 8% and Black Friday sales experiencing a significant 24% boost compared to the previous year. Notably, Halloween product sales also saw a 35% uplift.

The firm has implemented a new leadership team, incorporating external expertise to drive innovation within its traditional manufacturing sector. The appointment of Meg Mackintosh as creative director underscores a renewed emphasis on the brand's heritage. Despite facing challenging market conditions in recent years, including rising energy costs that have impacted the wider pottery sector, Emma Bridgewater Ltd is focused on executing its recovery strategy and leveraging new ideas to ensure future success.