Howes Percival advises on Moorcroft Pottery sale

17th June, 2025

Howes Percival has acted for the joint liquidators of W Moorcroft Limited, assisting them with a sale of the assets of the company to a new buyer who plans to continue to manufacture Moorcroft pottery in Stoke.

Despite attempts to find a purchaser for the business prior liquidation, none was forthcoming and on 30 April 2025 the directors took the decision to cease trading.

Following their appointment as joint liquidators on 27 May 2025 of W.Moorcroft Limited t/a Moorcroft, Mustafa Abdulali and Neil Dingley of Moore Recovery announced that a sale of the company’s assets; including the trading premises at Sandbach Road, goodwill, stock and machinery had been completed.

The buyer, led by Will Moorcroft (the grandson of Moorcroft founder William Moorcroft), will look to resume production of Moorcroft pottery from the Sandbach Road site. Representing the best financial offer made by numerous bidders, the continuation of the business in Stoke on Trent is a boost for the local pottery industry.

Howes Percival solicitors, Sarah Lee (Insolvency & Corporate Recovery), Guy Houldsworth (Commercial Property), Hannah Pryce (Employment) and Stephen Ruse (Intellectual Property), advised on the deal.

Jennifer Kelly, Rob Bailey and Rhiannon Appleby of RJS Solicitors in Stoke acted for the buyer.

Howes Percival Insolvency & Corporate Recovery specialist Sarah Lee commented,

Moorcroft is an iconic pottery brand and hopefully we have played a part in ensuring that the brand continues in Stoke and that as many of the jobs as possible and the skills are preserved.

For more information on Howes Percival’s Insolvency & Corporate Recovery team, please click here.

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