Pottery & porcelain
On pottery from Burslem / Cobridge, Staffordshire, England, Moorcroft marks carry “WM; MOORCROFT / MADE IN / ENGLAND”.
Independent pottery established 1913; William designed at James Macintyre & Co. from 1897. Trading interruption in 2025 followed by asset acquisition by Will Moorcroft in June.
c. 1898–1905
Florian scroll and des identify the Macintyre designer phase, before an independent MOORCROFT factory stamp.
printed and painted · pottery · Burslem / Cobridge, Staffordshire, England
c. 1913–1928
Full painted signature with impressed BURSLEM separates this early independent format from Macintyre Florian Ware and the later royal stamp.
painted and impressed · pottery · Burslem / Cobridge, Staffordshire, England
From 1928
POTTER TO H.M. THE QUEEN is an added warrant statement, absent from the plain independent signature.
printed · pottery · Burslem / Cobridge, Staffordshire, England
c. 1950–1986
Walter’s joined WM initials replace the full William signature; the impressed name has no BURSLEM wording.
painted and impressed · pottery · Burslem / Cobridge, Staffordshire, England
c. 1953–1978
THE LATE QUEEN MARY distinguishes this label from the 1928 THE QUEEN and 1936 QUEEN MARY versions.
label · pottery · Burslem / Cobridge, Staffordshire, England
Earthenware manufacturer at Cobridge, Burslem , Stoke-on-Trent , England William Moorcroft (b.1872 d.1945) was the son of Thomas Moorcroft who "was not only a potter but an artist of fine sensibility". William studied art at the Wedgwood Institute, Burslem then at the National Art Training School (now the Royal College of Art) in South Kensington and Paris. In 1897 he was awarded an Art Master's Certificate in 1897.
William Moorcroft at James Macintyre & Co: The same year, 1897, he "returned to Burslem at the age of 26 and commenced his career as a potter with James MacIntyre and Co. , where, as designer of electrical porcelain and other pottery, he developed his talent, earning the Gold Medal at the St. Louis Exhibition, 1904." ( 1956 article on Moorcroft ). James Macintyre & Co were predominantly manufacturers of industrial ceramics.
In order to capitalise on the popular souvenir market they had started to produce crested ware . Around 1894 the opened an art pottery studio, employing established designers who introduced Faience ware incorporating raised slip and tube lined designs. By happy coincidence for Moorcroft the senior designer, Harry Barnard, left Macintyre in 1897 to design for Wedgwood. The following year Moorcroft was put in full charge of the company's art pottery studio as Chief Designer.
Also known as: W Moorcroft (Ltd) · William Moorcroft · Walter Moorcroft · Moorcroft Florian Ware · W. Moorcroft Limited / Moorcroft Pottery
Macintyre made several ranges. A factory stamp alone does not identify Moorcroft’s design; look for Florian Ware wording and the Moorcroft signature or initials.
Both use raised outlines filled with coloured glazes. Rhead pieces carry Rhead and the relevant factory name, rather than MOORCROFT with William’s signature or Walter’s monogram.
