What went wrong for Emma Bridgewater? After massive losses and staff cuts, experts reveal how pottery brand ‘lost its freshness’ as Britain’s middle class turned to cheap online knock-offs

September 26, 2025

Dubbed Britain’s ‘queen of pottery’, the Stoke-on-Trent-based eponymous brand, with its trademark lettering and polka dot designs, carved out a niche of twee and quirky homewares.

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What went wrong for Emma Bridgewater? 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