February/March 2026
housewareslive.net
COLUMN: CAPTIVATE BRANDS: KEVIN MCKAY MANAGING DIRECTOR OF CAPTIVATE BRANDS
Back British Brands W
e are certainly entering concerning times for our ceramic industry, as another iconic brand enters administration. The decline of manufacturing within the UK housewares
industry is a deeply worrying trend across all sectors. A once- thriving UK ceramic industry is now on the brink of collapse, with the potential demise of the iconic brand Denby underscoring a grim reality: we are witnessing the near obliteration of our domestic ceramic manufacturing. This downfall is not merely a business issue; it represents a profound loss of heritage, craftsmanship, and local employment. For decades, brands like Denby have been synonymous with quality and British craftsmanship. They have stood as testaments to the ingenuity and resilience of local manufacturing. Now, as Denby teeters on the edge, we are left wondering if it is destined for the same fate as Royal Stafford and Moorcroft, who sadly closed their doors last year. These icons have faced an uphill battle against a torrent of challenges for years. The Government has failed to take decisive action to support
our ceramic manufacturing sector, which has been in decline for decades. Despite the pressing need for urgent support, there has been a perceived lack of effective intervention to bolster domestic manufacturing. This is nothing short of infuriating.
#SaveDenby
By Kevin McKay Managing Director of Captivate Brands
What is needed is not just rhetoric, but a robust strategy that prioritises local production through incentives, grants, tax breaks, rates relief, support for innovation, and investment in infrastructure. Surely the Government can see the importance of supporting our great British ceramic industry and preserving what remains of these iconic heritage brands? For the UK ceramics industry to survive, and it is not too late if we act now, it will take meaningful intervention and significant financial investment to bring UK factories into the 21st century. At the same time, we must also continue to champion and back British brands that celebrate our design heritage and creative excellence. Brands such as Cath Kidston, William Morris, and Yvonne Ellen play a vital role in keeping British design alive, relevant, and globally recognised. Supporting these brands is just as important in ensuring the wider ecosystem of British homeware and ceramics continues to thrive. The tragic irony in all of this is that retailers and consumers are
actively seeking to support local businesses and embrace the “Buy British” ethos, yet the very products they are looking for are disappearing from our shelves. Hang in there, Denby. We are all hoping that help is on its way.
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