After years of quiet desperation in Stoke-on-Trent, the kilns finally have something to celebrate. The government has unveiled a £120 million support package for the UK ceramics industry, ending a prolonged lobbying campaign by manufacturers and trade bodies who had warned that one of Britain’s oldest industrial sectors was being allowed to slip away.
The funding, announced by business secretary Peter Kyle alongside chancellor Rachel Reeves, is split evenly: £60 million in capital grants to help manufacturers invest in new equipment, energy efficiency and decarbonisation, and a further £60 million to ease the punishing operational costs that have brought several household names to their knees. Eligible firms across refractory products, clay building materials, household ceramics and technical ceramics will be able to apply when the scheme opens later this summer, according to the official announcement from the Department for Business and Trade.
For Rob Flello, chief executive of trade body Ceramics UK, the package is vindication of a campaign that has at times felt like shouting into a void. He said he was “delighted” with the decision, calling it “a fantastic recognition of the importance of the UK ceramics industry,” and confirmed that Ceramics UK had been asked to work directly with civil servants on the scheme’s design and delivery.
“We’ve got manufacturers that have been around for many hundreds of years,” Flello added. “We want to have manufacturers that are around for the next few hundred years. It’s really about making sure this money is spent wisely and well, and achieves the maximum potential it can.”
He conceded the funding had come too late for some firms, but said it had been “long fought for” and represented a hard-won breakthrough after sustained lobbying.
A sector hit by every conceivable headwind
The relief, while substantial, lands on an industry that has been battered by an unusually brutal cocktail of pressures. Gas accounts for roughly 90 per cent of the energy consumed in ceramics production, a structural reliance that has left the sector painfully exposed to the price shocks triggered by Russia’s invasion of Ukraine. Previous government support targeted largely at electricity bills, manufacturers complain, has offered only marginal relief.
That frustration has been simmering for some time. Earlier this year, the trade union GMB publicly criticised the design of the British Industrial Competitiveness Scheme, arguing that ceramics and brickmaking had been overlooked in favour of electricity-intensive industries — a perceived snub that galvanised the lobbying effort behind the new package.
The damage of the past few years is visible across north Staffordshire. The number of ceramics firms in the area has fallen from 137 in 2018 to 123 in 2024, according to research commissioned by Stoke-on-Trent City Council and compiled by Kada and Ortus Economic Research. Denby Pottery in Derbyshire entered administration earlier this year, citing rising energy and labour costs; manufacturing at the site ceased in April with the loss of more than 100 jobs. Royal Stafford has also collapsed. Moorcroft, the storied Stoke-on-Trent maker, only survived after being rescued by its founder’s grandson last year.
Iain Martin, chief executive of Emma Bridgewater, whose own business has absorbed a £1.4 million loss against the backdrop of soaring input costs, described the announcement as “positive” after a long run of bad news.
“We’re very grateful for any support we can get,” he said. The industry, he added, had faced “quite severe headwinds in the past few years” around energy costs, labour costs and competition from overseas. “This represents a very welcome support from the government, which I think the whole industry will be very pleased with.”
He noted that “significant British brands” had “fallen over” in recent times. “There are 120 brands left and we have a future,” he said. “The money can’t come soon enough really.”
Why Whitehall blinked
The political calculation behind the funding is not difficult to read. Rachel Reeves and Peter Kyle have framed the package as part of a wider commitment to economic resilience and to safeguarding the industrial base that supplies sectors regarded as strategically critical.
“At a time of global uncertainty it’s never been more important to ensure Britain’s resilience and back the industries our country depends on,” Kyle said. “This funding will support thousands of jobs and put businesses on a secure footing for the long term.”
Reeves echoed the point, noting that “the chemicals and ceramics industries underpin our economic resilience and support skilled jobs across the UK.” The wider announcement also included £350 million for the chemicals sector, reflecting concern in the Treasury that energy-intensive manufacturing in Britain has been quietly losing ground to European rivals.
The research commissioned by Stoke-on-Trent City Council made the case bluntly: ceramics is a “vital component” of supply chains across aerospace, defence, clean energy and electronics. Advanced and technical ceramics, sanitaryware and refractory products have seen net company worth rise since 2018, with supply chain turnover up 35 per cent between 2018 and 2024 — a reminder that, properly supported, this is far from a sunset industry.
The campaign to secure the support extended well beyond Westminster. The GMB had previously pushed ministers to showcase UK pottery in British embassies worldwide, a piece of soft-power advocacy that helped keep the sector’s plight on the political agenda.
What happens next
Attention now turns to the detail. Flello and Ceramics UK will spend the coming weeks working with officials on the application process, the eligibility thresholds, and how the £60 million capital pot will be apportioned between firms still investing for the long term and those simply trying to keep the lights on.
The mood among manufacturers remains cautious. Few in Stoke-on-Trent believe £120 million alone solves a problem that has been a generation in the making, and structural questions about UK industrial gas pricing remain unresolved. But for the first time in several years, the country’s ceramics industry has reason to believe it has been heard.
“I’m really delighted for the industry,” said Flello. “I can’t wait to get sleeves rolled up and work out how we’re going to spend it.”
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Potters win £120m rescue as government finally backs Britain’s ceramics heartland