Specialist tile-making firm's pride at turning 100

The grandson of the founder of a specialist tile manufacturer that counts London Underground among its customers has said he is very proud to see the company reach 100.

H&E Smith of Hanley, Stoke-on-Trent, started life in 1926 as Smith & Warrilow, named after partners William Henry Smith and Ernest Warrilow.

The firm initially produced glazed fireplace tiles for homes before expanding into ceramic wall tiles as they became more popular. Today, as well as the Tube, the bespoke manufacturer's clients include hospitality venues.

"I hope it carries on, keeps the name, keeps the traditions, finds the right niches in the market," said managing director Fred Smith, grandson of William.

The firm did well in the 1950s when there was a big market for fireplace tiles in new council homes, and the profits allowed Fred Smith's father to build the current factory in Hanley in 1960.

"I recall it as a child, coming along on a regular basis.. before the days of health and safety, and almost play on the site," said the managing director, who has "grown up" at the Broom Street business.

The company always had the benefit of owning properties, and had been able to lean on rental income when times were tough, Smith said.

And in the last 20 years, the business model has had to change dramatically, he added.

Rather than continuous firing of product, it is now done intermittently.

Doing otherwise "would've been a road to disaster", Smith said. "We couldn't have continued doing that because of the cost of raw materials and the cost of labour.

"We make what we want, when we want, for who we want and we get the prices we want," said Smith.

"To a degree, when things slow we can control the cost again," he explained, adding that they were seeing improvements in their turnover year-on-year.

He added he was proud of his staff. "Without a good workforce you are nothing," he said.

The company is also promoting itself in the US, with a plan to open an office there in the next few years as sales continue to grow.

"We are very, very optimistic for that," Smith said.

While he confessed that if he had his time again he may not have gone into tiles, he said he loved the company and the people that work for it.

"I'm pleased with what I've done, how I've changed it, got it to be where it is, and I hope it will go on for many years to come."

On 30 July there will be a party for the 25 staff to mark the milestone birthday.

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