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 By Katherine Lawton Published: 10:15, 24 June 2024 | Updated: 10:53, 24 June 2024 e-mail 8 shares 37 View comments 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. Emma Bridgewater in the Emma Bridgewater pottery factory in Stoke-On-Trent, Staffordshire Emma Bridgewater became known for its line of Royal-themed cer.
