Michael Scheepers, chief executive of Portmeirion Group, has urged Prime Minister Andy Burnham to take more concrete action to support the ceramics industry amid ongoing challenges facing the sector. Portmeirion, based in Stoke-on-Trent and known for its designer collaborations with Sophie Conran, is one of the key players in the British ceramics market.

Scheepers’ appeal comes as several well-established ceramic manufacturers have faced significant financial difficulties in recent months. Notably, Denby, a company with a 217-year history in pottery, entered administration in March, underscoring the precarious situation confronting the industry.

Last month, Burnham acknowledged the “crucial importance of the ceramics industry,” reflecting growing recognition within government circles of the sector’s economic and cultural significance. However, Scheepers described this acknowledgment as insufficient, stating that the prime minister’s statements had so far amounted to little more than rhetoric. He emphasized the need for tangible support measures to help sustain the industry’s future.

The ceramics sector, which has long been a cornerstone of Stoke-on-Trent’s industrial identity, faces mounting pressures including rising production costs, increased international competition, and shifting consumer habits. Industry leaders like Scheepers argue that without targeted government intervention and investment, more firms may follow Denby’s fate, resulting in further job losses and the erosion of a historic British craft.

While there have been calls from various quarters for economic assistance, including calls for subsidies or strategic investment programs, definitive plans from the government to bolster the ceramics trade have yet to materialize. Scheepers’ remarks highlight the urgency felt by many in the industry as they navigate a challenging economic landscape.