Cover story Denby does porcelain

Porcelain

redefined…

In a bold move, Denby has launched its first made in England porcelain collection. Tableware International looks at the four new assortments from a company famed for its stoneware

A new chapter

Denby has moved into porcelain production, but what can we expect?

A new chapter has opened in Denby’s ever-evolving story. Arguably one of the world’s most recognised stoneware brands, Denby has launched itself into the pristine world of porcelain, a move two years in the making.

Although still early days the launch has been well-received by customers of John Lewis in stores and online, with further deployment following shortly.

It’s rare for a pottery to produce two very different types of ceramics in any period in its history and that is just what Denby Pottery is achieving, the company says. They have established a new production unit, with dedicated kilns, at the Derbyshire factory, allowing porcelain production to co-exist harmoniously with stoneware.

Four new collections have been imagined by the Denby design team (the same team behind the stoneware collections) – classic white, arc white, modern deco and arc blue.

“The build-up to the launch of Denby Porcelain over the past two years has been very exciting and taken a good deal of preparation,” says Hayley Baddiley, Denby’s global marketing director. “This is possibly the biggest and most complex launch we’ve undertaken in the last 100 years. effectively

“This is possibly the biggest and most complex launch we’ve undertaken in the last 100 years”

Hayley Baddiley, global marketing director, Denby

Did you know?

The collection also has complementing glasses (pictured here) and has been designed to work as both individual ranges as well as offering options to blend and layer a combination of the patterns, allowing the creation of bespoke collections.

creating a satellite pottery. It’s a very exciting time for our design team too who usually work on designs for artisan stoneware but enjoyed the intricate design of the art deco patterns and working on the relief pattern of the arc design; customers will definitely notice the difference from our stoneware designs with our porcelain offering a lighter option with a finer design aesthetic”

Intended for everyday use Denby Porcelain is dishwasher, microwave and freezer safe as well as oven safe to 230°C.

Supported by a strong marketing campaign, the porcelain collection will be available in 2022.

“Yes, porcelain is unexpected from Denby,” the company says. “But here it is, porcelain redefined!”

Simple, elegant classic white can be styled with Denby’s relief arc blue or modern deco porcelain to create a beautiful, layered look.

The Porcelain Collection explained…

For its inaugural foray into porcelain production, Denby has unveiled four distinct assortments with a shared design language

Classic White

The perfect embodiment of porcelain. Classic White is simple, elegant and modern, a range designed by Denby for every occasion.

Arc White

Another pristine white range, Arc White keeps the attractive, clean colourway but with some Denby flair in the form of a stunning ‘arc’ texture. Arc Blue

Keeping the same narrative as its sister assortment, Arc Blue is a gorgeous deep shade of midnight blue accentuated by the stunning ‘arc’ texture.

Modern Deco

Modern Deco porcelain features rich blues, warm gold, and brass metallic touches.

Classic White and Arc White

Fact! The installation of the new porcelain unit has initially created 18 jobs new jobs at Denby.

Arc Blue

Arc White