Portmeirion Boss Urges Government to Deliver on £120 Million Support Package for Ceramics Sector
The chief executive of pottery giant Portmeirion is calling on the government to provide promised financial aid to prevent further closures in the British ceramics industry.
Michael Scheepers, CEO of Portmeirion, the company behind brands like Spode and Royal Worcester, has urged the government to fulfill its commitment of a £120 million support package for the struggling ceramics sector. Scheepers stated that "good intentions don't pay the energy bills" and that action is needed to keep British manufacturing afloat.
The call comes amidst significant challenges for the industry, including soaring energy prices, tax hikes, and increases in the minimum wage. These factors have contributed to the collapse of historic firms such as Denby, which fell into administration in March, resulting in 600 job losses. Burleigh, another pottery maker, was rescued by a former Burberry executive in June.
Scheepers highlighted that many ceramic companies are struggling to qualify for current government relief schemes, with only 10% of Britain's 100 potteries receiving support on electricity bills and green levies. He is among those advocating for broader inclusion in the British Industrial Supercharger scheme.
Despite assurances from Prime Minister Andy Burnham in September, who described himself as a "staunch defender of the Potteries," Scheepers expressed frustration over a perceived lack of concrete action. "We've had lots of talk about reindustrialisation, and nothing happened," Scheepers told This is Money. "He needs to start putting his money where his mouth is and really start delivering for the sector."
The Portmeirion CEO also pointed to difficulties in hiring young people, citing the complexity and prohibitive cost of the apprenticeship system. The company was unable to run its apprenticeship academy last year, which typically hires ten individuals annually. Scheepers emphasized that the ceramics industry relies on skilled craftsmanship, stating, "No Artificial Intelligence is coming to make mugs and plates."
In a letter to the Prime Minister, Scheepers invited him to tour the Portmeirion factory to witness the "fantastic craftsmanship our industry inspires." The letter warned that without urgent intervention, Britain risks losing heritage brands, specialized skills, and vital jobs in communities like Stoke-on-Trent, which once housed 200 factories but now has around 30.
Scheepers also noted that high energy costs place British businesses at a significant disadvantage as they strive to adopt cleaner technologies. He clarified that the industry is willing to embrace new technology and is not simply seeking a handout.
A government spokesperson acknowledged the importance of the ceramics industry and reiterated the commitment to the £120 million fund, describing it as crucial for modernizing, growing, and maintaining competitiveness within the sector. Further details on eligibility and application processes are expected before the end of the year.