Discover Moorcroft Pottery - Handcrafted Exclusively in the UK Since 1913

Visit our historic factory, purpose built by William Moorcroft in 1913. More than a century later, the building remains at the heart of Moorcroft, with William’s grandson, Will Moorcroft, now proudly leading the company into its next chapter.

Explore our Heritage Visitor Centre and see inspiring new designs, alongside our new Moorcroft Home collection – a stylish new way to bring Moorcroft artistry into every room, with beautifully crafted tea towels, tote bags and more – all of which are made in Staffordshire.

Step inside our museum and discover a remarkable collection of Moorcroft pieces, beautifully displayed in original Liberty & Co. cabinets. From the pioneering work of William Moorcroft to the generations of designers who followed, each piece offers a glimpse into a remarkable story of creativity through the years.

For a deeper insight into the world of Moorcroft, book a guided tour of our working factory. Discover the artistry behind each creation and learn more about the intricate processes and traditional skills that bring Moorcroft to life.

Whether you are discovering Moorcroft for the first time or returning as a longstanding admirer, we invite you to experience our heritage and share in the excitement of this new era.

Timings

Friday 11 September:

Open: 1030 to 1630, Tours: 1030 or 1230

Monday 14 September:

Open: 1030 to 1630, Tours: 1030 or 1230

Tuesday 15 September:

Open: 1030 to 1630, Tours: 1030 or 1230

Wednesday 16 September:

Open: 1030 to 1630, Tours: 1030 or 1230

Thursday 17 September:

Open: 1030 to 1630, Tours: 1030 or 1230

Friday 18 September:

Open: 1030 to 1630, Tours: 1030 or 1230

Location & directions

W Moorcroft Limited, Sandbach Road, Stoke-on-Trent, Staffordshire, ST6 2DQ

Directions:

Moorcroft is marked out with brown heritage signposts.

Contact on day:

Rachel Hayes

Telephone number:

+441782820500

Booking information

Pre-booking requirement:

Pre-booking preferred

Booking conditions:

Advance booking for our Free Heritage Open Days Factory Tours is strongly recommended to avoid disappointment (minimum age 11), however the Moorcroft Heritage Visitor Centre, Museum & Bottle Oven are open from Monday - Saturday each week, 1030 - 1630. Entrance to the Heritage Visitor Centre is free and no booking is required. Light refreshments will be available during Heritage Open Days.

Booking contact name:

Corrie or Dawn

Booking telephone number:

+441782820515

Booking email:

[email protected]

Accessibility details

Please note that the inside of our Grade II listed bottle oven can only be accessed via a metal staircase (4 steps). Once inside, the floor is uneven, so care should be taken when climbing the stairs and moving around inside.

Additional information

Those who book onto a Free Heritage Open Days Factory Tour will venture behind the scenes where our mould making, casting and turning areas are somewhat dusty with clay residue.

Max number of people:

10

Estimated duration:

0 hour(s) 45 minute(s)

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