Cowderoy Antiques

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October 03, 2014 << Back

Moorcroft pottery in Newcastle under-lyme, was originally founded as a studio in 1897 within a large ceramic company, James Macintyre & Co.
Moorcroft pottery soon made its mark on the world. Designs came from 24-year-old William Moorcroft who personalised each piece of pottery produced with his own signature or initials.


This did little for James Mcintyre’s name and reputation, and in 1913 the inevitable split occurred. William marched his workforce across Cobridge Park to a new factory in Sandbach Road where Moorcroft pottery is still made today. Money came from Liberty, the famous London store and Liberty continued to control Moorcroft until 1962.
In 1904, Moorcroft won a gold medal at the St Louis International Exhibition and followed up the achievement with further medals and commendations, culminating in the appointment of the Moorcroft company as Potter to HM The Queen in 1928.

His son Walter joined him in 1935 and started creating his own designs under the Moorcroft name. William died in 1945 aged 73, leaving Walter in control. In 1962 the Moorcroft family bought out Liberty and then in 1984 the family sold the bulk of their shares on the open market and Walter stepped down. Walter died in 2002 aged 85.



How can you tell how old a piece of Moorcroft is? Many collectors will have a good idea of the age just by looking at a piece. The most reliable method of dating is probably by looking at the factory marks, labels and signatures present on most pieces.
We can safely say that
A Moorcroft piece that is pre-1935 was made by William
A piece made between 1935 and 1945 could be by William or Walter, and
Pieces made between 1945 and 1984 were the work of Walter