From Burberry to Burleigh: What might a former fashion boss bring to a heritage pottery brand?

Burleigh pottery workers have been celebrating this week after the world-famous firm's future was secured through its acquisition by investors.

"It was absolutely fantastic that one's been saved," said Sharon Yates, GMB Midlands representative, who is leading a campaign to back British potteries. "People are so happy."

The new owners include former Burberry Group chief executive Christopher Bailey, who pledged to protect Burleigh's unique craftmanship while steering it towards the future.

But what impact might a former fashion supremo, heralded for turning Burberry around, have on a 175-year old pottery company?

The ceramics sector has been floundering in recent times, with rising costs and falling sales leading to historic names such as Royal Stafford and Heraldic Pottery collapsing.

Burleigh's parent firm Denby appointed administrators in March after struggling with increased energy and labour coasts.

That move left 62 workers at Burleigh's Middleport Pottery base in Stoke-on-Trent fearing redundancy, despite reassurances to the contrary.

The business, also known as Burgess and Leigh, was founded in 1851 and still uses craft traditions to create its tea and tableware, passed down through generations of potters.

Designer Bailey, who announced his departure as Burberry's chief creative officer in 2017, explained in a statement he had "always loved" Burleigh's pottery.

"This company has an extraordinary history and what makes it so special today is the skill, care and creative spirit that continue to define the business," he said.

"I am deeply committed to protecting and showcasing the craftsmanship and character that makes Burleigh unique, while helping to shape its future as a distinctive and meaningful British design and ceramics house."

During his 16 years at Burberry, he helped transform it from a brand losing fashion credibility to one seen as cutting-edge and exclusive.

While Bailey was not available for interview, Stoke-on-Trent North MP David Williams said of him: "He's renowned for basically transforming and reinvigorating Burberry, and making it the leading global luxury brand that we know around the world now.

"I'm really pleased we've got a fantastic new owner with a new set of investors."

The bright news for Burleigh came a month after a £120m government support package was announced for the ceramics sector following the collapse of firms including Royal Stafford in Burslem.

Yates, who worked as a china cup handler at Dunoon in Stone for 34 years, believed her lobbying for industry recognition made Burleigh more appealing to investors.

"Because of this campaign, we've built interest with people again and it's highlighting the pottery industry, the ceramic industry where people know they can invest in it," she said.

"That heritage, the production, will continue for the future within Stoke-on-Trent where it's supposed to be and not be shipped out abroad."

She described pottery workers as "very humble", but that the decline of their industry amid a lack of investment had "made people lose trust in it".

"People are so happy - the comments that you see on social media - they're so happy that it's been saved," she added.

"It isn't a vast factory, but it's so important to the continuation of the heritage in the Stoke-on-Trent."

"It's just a great day for the workers," Williams added. "I'm absolutely over the moon, really pleased that Chris took a step forward and I want the team to really succeed."

Ceramic artist and University of Staffordshire professor Neil Brownsword agreed it was "fantastic news" that Bailey had acquired the firm - he hoped to see similar methods applied at Burleigh to those he had used at Burberry.

"With a factory like Burleigh, which still champions traditional knowledge and craft skill, I think it's even better," Brownsword said.

"Hopefully... they'll inject some contemporary thinking and it expands and becomes a new market place for a wider audience.

"Maybe he can shake it up again and reinvigorate it."

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