How Portmeirion & Spode Balance Heritage and Relevance

Hayley Baddiley, Group Marketing Director at Portmeirion and Spode speaks on the balance of protecting heritage and relevancy, how this shows up in design and the important role British consumers play in the survival of legacy brands. 

With a challenging market, paired with changing consumer behaviours towards dining styles, British ceramics brands are constantly finding new ways to appeal to the modern day purchaser, without losing touch of their history and globally recognised legacy. Whilst consumers remain invested in and inspired by products crafted by British brands, their actual purchasing choices are essential in enabling the survival of long-standing legacy producers.

Portmeirion and Spode maintain their global appeal by balancing heritage with innovation. By incorporating historical patterns into modern SKUs, they ensure original designs remain relevant. Additionally by leveraging partnerships with design icons paired with a keen awareness of modern lifestyle trends to develop products that cater specifically to the needs of the contemporary homeowner.

Modernity meets heritage

With the rich history of British ceramics, dating back centuries, we want to keep established patterns, colourways and illustrations at the forefront of designs but also ensure they still relate to today’s consumer. 

For our customers, having a piece of history in their homes, through a beautiful mug or plate, which also blends into their modern interiors style, offers the best of both worlds. Many see these items as a connection to older generations who may have original pieces handed down through generations or use them as the starting point for their own collectable journey. 

There is an increase of distinctive, iconic patterns being repurposed in new SKUs such as side plates, espresso mugs or serving dishes. Once only available as 12-piece sets, collections now are much more versatile with a focus on specific pieces for specific dining needs, such as pasta bowls or meze platters. There is also a desire for well-made pieces that can be used to elevate the everyday, not ones simply stowed away for special occasions; this puts the spotlight back on the quality, craftmanship and skill of Britain that consumers globally know and love.

We are also witnessing a clear trend towards evolving original artwork and beloved sketches with contemporary stylisation. Oversized prints and bolder colours breathe a new lease of life into designs and allow a tablescape to display a modern, refreshed look, whilst simultaneously keeping clear ties to its history. 

The art of layering

There is an ever-increasing art of layering and mis-match styling seen across the interiors world. We see customers wanting to mix and match styles and designs to create their own workable tablescape rather than the traditional one-dimensional scheme. Preferences towards maximalism, relaxed and ‘messy’ interiors, as opposed to neutrals or simple clean crockery, are growing as consumers become more creative and free-spirited with their styling. Clashing colours, contrasting shapes and varied heights bring an enticing level of interest to a tablescape, encouraging conversations and engagement amongst guests. The skill of effective layering is made all the easier with brands which have various collections, made specifically to work beautifully together, as well as individually. 

Whether this is combining different variations of the same collection, such as an original print with an updated reimagined version, or pulling multiple ranges together into one cohesive scheme, layering is the perfect way to incorporate old and new. It creates an appealing storyboard where colours and illustrations reflect the surroundings, whether that is through fresh flowers in a statement vase, or fruit as a centerpiece, linen tablecloths or natural wooden furniture. The beauty of layering is the endless combinations and ambience it can enhance, whatever the occasion.

When designers combine

The relevance of design brands also lies in their ability to collaborate; something we are seeing an increase of across the board, not just in ceramics. The merging of brilliant design icons can effortlessly add new energy to a product and appeal to a new audience. At Spode, the renowned ceramic partnership with Morris & Co, combining beautiful and timeless Arts and Crafts patterns with our renowned craftmanship techniques, rich in history yet designed for today’s homes. Established relationships between brands such as this, sees collections build and develop overtime, opening the door to layering techniques or allowing consumers to add to existing pieces gathered overtime.

Ultimately, British tableware can stand the test of time by seeing both the incredible value of heritage, and understanding today’s consumer. This in turn, will invigorate the passion homeowners have for British ceramics brands, and encourage them to be part of the evolving journey. The heritage-contemporary balancing act for legacy British brands, such as ours, holds an important role in preserving the history of design, pattern and craftsmanship, all without closing the door on modern desires. That versatile ability is what will enable our pottery story to continue for generations to come.

Top image: Spode Heritage Green Italian