The death of kitsch crockery? After Cath Kidston and Laura Ashley went under, Emma Bridgewater becomes the latest middle class brand to suffer massive losses - as shoppers turn to cheaper brands like Temu, Home Sense and ASDA for homeware

Emma Bridgewater has become the latest middle class brand to suffer huge losses as shoppers turn to cheaper brands such as Temu, Home Sense and ASDA to buy homeware. 

The British ceramics company carved out a niche for twee and quirky homewares, viewing comparable labels such as Cath Kidston and Laura Ashley as its rivals. 

It became known for its line of Royal-themed ceramics, targeting interior fanatics with its cottage core and vintage aesthetic. 

But after Cath Kidston collapsed in 2020 and Laura Ashley filed for bankruptcy the same year, the gradual decline of kitsch has too caught up with Emma Bridgewater as it suffers a near £1.4million loss. 

Intense competition for homewares during the peak summer season has prompted sharper online price reductions, impacting sales growth at the company. 

Online retail giants such as ASDA and Temu are proving popular among consumers, who are looking for cheaper alternatives to the once sought after brands such as Emma Bridgewater and Boden. 

Meanwhile, the rising price of raw materials and higher energy costs to keep the Emma Bridgewater's factory in Hanley, Stoke-on-Trent, running has also taken a toll on profits. 

Sales increased by nine per cent to £36.2million in the year to May 2023, compared with £33.1million the previous year, accounts reportedly showed. 

However, the rise was not enough to correct a near 20 per cent increase in the price of production to £21million,as well as a 15 per cent rise in staff and administrative costs to £16million, pushing the group into debt. 

In a bid to handle the struggle, Emma Bridgewater has recently let go of dozens of staff from its 480-strong workforce. 

The group is now preparing to reassess its level of pottery stocks until next year to avoid even heavier discounting. 

It comes after Cath Kidston collapsed in 2020 with the loss of nearly 1,000 jobs and the closure of all its UK stores. 

The quaint brand is still available to buy from major retailers such as Next, which has been snapping up struggling labels in recent years. 

Also in 2020, homeware brand Laura Ashley recorded a £14.3million loss as it continued to decline in sales and changes to its website weighed on purchases. 

In March that year, the company announced the permanent closure of 70 stores, with 721 employees warned they would lose their jobs. 

The brand has relaunched via Next and is currently only available to purchase from in the UK. 

Emma Bridgewater was founded by Emma Bridgewater in 1985, when she started selling ceramics on a stall in Covent Garden, London, before going on to supply retailers Harrods and Selfridges. 

Ms Bridgewater and her former husband Matthew Rice bought a pottery factory in Stoke in 1996 which allowed the company's growth to increase. 

All Emma Bridgewater ceramics are still manufactured at the factory in Stoke-on-Trent, and the group is among the biggest pottery makers in the UK.