New Moorcroft boss reveals plans to get young people buying pottery
The Stoke-on-Trent firm's new owner says it needs to attract new buyers
The new owner of Moorcroft Pottery exclusively tells us he wants to transform the brand and make it more appealing to younger generations.
Will Moorcroft from Trentham has rescued the 112-year-old company after it collapsed back in April.
Will is the grandson to the firm's founder William Moorcroft.
"It's been produced exactly the same since 1913 and that will continue." Will told our Chief Reporter Adam Smith.
"What we have to look at is the market, the costing, the different age groups and who we're attracting - and look at TikTok and all the different media platforms. We need to adapt to the audience and find a new era of collectors.
"New shapes, patterns, designs, colours - all change with influencing Moorcroft. It's still got to be tubeline, still got to be bright colours, still got to be able to feel it, touch it, hold it and it's still going to have Moorcroft Made In Stoke-on-Trent slapped on the bottom."
Will said: "Moorcroft is for all generations. There will be many a young collector who will love it as an older collector, but traditionally it's been perhaps a bit more of loyalty over the years. We now have to make sure new collectors are aware of it."
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