June/July 2026
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AFTERNOON TEA
effortlessly stylish setting. “The tactile, hand-thrown aesthetic works beautifully with pieces such as footed cake stands, teapots, mugs and serving bowls,” she says, making the range equally suited to sweet treats and savoury sharing platters. For those looking for something more decorative, Morris & Co. by Spode brings heritage prints to the table through expressive teapots, teacups, serving platters and trays. Meanwhile, Spode’s iconic Blue Italian continues to be a firm favourite, joined by the recently revived Heritage Green Italian collection. “Expertly made in Stoke-on-Trent, these collections are crafted by 22 pairs of hands and generations of perfected skill,” says Ms Baddiley, combining craftsmanship, durability and timeless British style.
Captivate Brands explains. “Rather than merchandising individual products, retailers can build complete entertaining stories that encourage customers to purchase across multiple categories.” As well as driving larger basket spends, the category spans gifting, seasonal entertaining and everyday dining, helping to keep sales flowing throughout the year. Captivate Brands continues to invest in some of its strongest-
performing licensed ranges, with new additions across Cath Kidston Christmas, William Morris At Home, Yvonne Ellen and MADE. “Our focus is always on creating collections that feel fresh each season while giving retailers commercially strong ranges that encourage repeat purchases and build on the success of established brands.”
Styled serving
According to Hayley Baddiley, Group Marketing Director at Portmeirion and Spode, the afternoon tea occasion has evolved from a formal treat into something that’s just as likely to take place around the kitchen table or in the garden as it is in an elegant tearoom. “Afternoon tea has
evolved from a formal day out into an accessible and relaxed home entertaining occasion,” she says. “It offers consumers an easy way to elevate everyday rituals.” Whether it’s “an informal weekend gathering or a more considered birthday or anniversary celebration”, she believes the appeal lies in its ability to encourage people to slow down and spend quality time together. That desire for mindful entertaining is also influencing purchasing habits. Rather than saving their best china for special occasions, consumers are investing in quality pieces they can enjoy every day. “We’re seeing a shift towards consumers investing in versatile, beautiful pieces that transition seamlessly from daily use to special occasions,” explains Ms Baddiley. “Rather than hiding a 12-piece set away for best, they are choosing high-quality, durable ceramics that become long-term investment pieces.” That versatility is reflected throughout the Portmeirion and Spode
portfolio. For a contemporary take on afternoon tea, Ms Baddiley highlights Sophie Conran for Portmeirion, where the White, Lavandula and new Blue collections can be mixed and layered to create an
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As with interiors, tablescaping is becoming increasingly expressive. “Consumers are embracing more personal, layered tables rather than perfectly matched settings,” she explains. “The trend towards maximalism and pattern drenching has moved firmly into tablescaping,” with shoppers confidently mixing heritage patterns, colour and texture to create individual looks. Fresh flowers, colourful linens and decorative serveware all help to create a curated feel, while outdoor entertaining is extending afternoon tea into gardens and terraces during the warmer months.
She points out that afternoon tea naturally lends itself to linked purchases, with customers shopping for teapots often adding cake stands, mugs, textiles and giftable accessories to complete the look. The occasion also spans key retail moments throughout the year, from Mother’s Day and Easter to summer entertaining, while social media continues to inspire consumers through beautifully styled tables and seasonal hosting ideas. Ms Baddiley highlights the new Sophie Conran Blue collection, launched to celebrate the range’s 20th anniversary, as one to watch. Designed to layer effortlessly with the existing White collection, it offers a fresh yet timeless take on relaxed entertaining. Alongside the growing popularity of Heritage Green Italian and the vibrant Bloom Garden collection, the latest launches ensure retailers can cater for both traditional afternoon tea enthusiasts and those looking to reinterpret the occasion with a more contemporary, personality-led style.
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