Location and period of operation:
Coloroll Ceramics Group
* 1990 after a management buyout renamed Staffordshire Tableware.
The Coloroll Group were best known for their home furnishings, wallpapers and carpets. Their purchase of ceramic companies (including also Denby Tableware and Edinburgh Crystal) enabled them to pursue a strategy of selling a complete range of co-ordinated home furnishings to young people, fostering the home fashion and ‘tabletop’ image.
In 1989, they commissioned customer research to identify market needs and gaps. Their products were identified by their consumers as follows –
- Biltons ware was perceived as traditional
- Kilncraft was regarded as modern
- New Medici Collection was perceived as classical, and more akin to ‘best china’
(Tableware International December 1989 / January 1990 p.34)
Having these three distinct ranges allowed them to cover a wide range of low- to mid-market consumer needs.
The financial failure of Coloroll as a group was not due to poor performance of the Ceramics Division.
Staffordshire Potteries, Meir
Royal Winton, Shelton
Biltons Tableware, London Road, Stoke
June 1986 bought Biltons Tableware, London Road, Stoke
July 1986 bought Staffordshire Potteries, including Royal Winton, Shelton
Feb 1987 bought Cartwright and Edwards, Longton
1987 bought Crown House Tableware (glass)
June 1990 Coloroll in receivership. Assets to be sold off by Division
Aug 1990 Coloroll Ceramics bought out by management and renamed Staffordshire Tableware
Aug 1990 Royal Winton bought out by management (Flowergrove Ltd.)
source: Potteries Museum
The above information may
not be available
for all potters - if you have information to
help complete the records then I would be
happy to include it.
email: Steve Birks