A growing petition calling for urgent Government support for the UK ceramics sector is gaining traction, as news that Denby Pottery has entered administration sharpens focus on the challenges facing heritage brands.

The petition is urging the Government to extend its energy intensive industry relief programme, commonly known as the “Supercharger scheme”, to include ceramics manufacturers. Campaigners warn that without intervention to address soaring industrial energy costs, more businesses could face collapse.

At the time of writing (April 21 2026), the petition has reached over 46,000 signatures, surpassing the 10,000 threshold required to trigger a Government response, which is expected shortly. If it reaches 100,000 signatures, it will be considered for debate in Parliament ahead of its October 17 2026 deadline.

The situation at Denby has intensified concern across the housewares sector, with suppliers, retailers and industry figures pointing to it as a clear example of the pressures outlined in the petition. Energy-intensive production processes, combined with rising costs, shifting consumer spending and intense competition, are placing unprecedented strain on UK-based ceramics manufacturers.

Natalia Ciecierska, Marketing Executive at the British Home Enhancement Trade Association (BHETA), said: “Denby represents craftsmanship rooted in heritage, durability and care—values that feel fragile in a market dominated by speed, scale and short-term returns. It’s upsetting to witness the latest developments, particularly at a time when people are longing for authenticity more and more, yet are confronted with a reality when it becomes increasingly difficult to find it.”

Liz Lawson, Managing Director of Lawson, added: “Losing a company like Denby wouldn’t just be a business failure, it would be the erosion of a whole cultural and industrial legacy; a tangible example of British manufacturing excellence. The artisan skills in producing this high-quality product would be lost forever if it fails, affecting the local and national economy. Their products were sustainable long before it became fashionable, being long-lasting and timeless. If this was Le Creuset in France the government would no doubt step in to support such an iconic brand. When a company like this disappears, you don’t just lose output, you lose know-how, pride and continuity, it would be greatly missed.”

Echoing these concerns, Kevin McKay, Managing Director of Captivate Brands, said previously: “We 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.”

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