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.
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. Cath Kidston collapsed in 2020 with the loss of nearly 1,000 jobs and the closure of all its UK stores
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. The group is now preparing to reassess its level of pottery stocks until next year to avoid even heavier discounting. 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.