Moorcroft a British pottery manufacturer based in Stoke, Staffordshire, and was founded by William Moorcroft.
In 1904 William Moorcroft while he was working at James MacIntyre & Co. designed his first range of pottery ware which became so much a success that it won him the gold medal at the St. Louis International Exhibition, he called this ware Florian ware.
In 1912, James MacIntyre & Co. closed down his studio, so he set up his own company and moved into his own factory. He produced reasonably priced tableware items. Amongst his many fans was Queen Mary. William died in 1945, but Walter Moorcroft (Eldest Son) had at the time was in control of the business.
Producing Moorcroft was a highly labour intensive process, and the with rising labour cost started running into financial difficulties, with some cash injection from the Roper Brothers in 1984, Morrcroft tried to mass produce some pottery items, but this did not turn out successful and the Roper Brothers sold their shares in 1986. These were bought by Hugh Edwards and Richard Dennis. Richard sold his to Edwards in 1992.
Moorcroft pottery was aimed at the luxury end of the collector and gift markets, they are generally in the form of such products as display plates, vases, pin dishes, lamp-bases and jars of varying shape and size. They have a high secondary market value.