Biltons (1912)

of London Road, Stoke-on-Trent, Staffordshire. Telephone: Stoke-on-Trent 4238. Telegraphic Address: "Biltons, Stoke-on-Trent"

• 1937 Listed Exhibitor - British Industries Fair. Glazed Tile and Faience Fireplaces and Surrounds. (Stand Nos. B.813 and B.724)

1900-1912 Biltons Ltd;

1912-1986 Biltons (1912) Ltd;

June 1986 bought by Coloroll Ceramics;

August 1990 became part of Staffordshire Tableware following management buyout of Coloroll;

Sept 1994 put up for sale by Staffordshire Tableware;

July 1995 management buyout from Staffordshire Tableware;

Aug 1998 bought by Dubelle Foundation (offshore investment trust) split into Stoke Potteries Ltd. (manufacturing); Stoke Potteries (Holdings) Ltd.; and Biltons Tableware 1998 Ltd. (sales)

Jan 1999 in voluntary liquidation.

Location

London Road, Stoke.

Description

Biltons was acquired by Joseph Tellwright in 1911 and became known as Biltons (1912) Ltd.

Before World War One they had specialised in manufacturing tea and coffee pots, jugs, kettles and so on and, apparently, red floor tiles. A 1901 advertisement describes the ranges produced as including jet, rockingham and samian wares as well as white earthenwares. These were products common at the time to many other Staffordshire manufacturers.

After the war, the company produced a wider range of wares. As well as tablewares these included ornaments such as figures and 'grotesques', devotional wares and nursery wares for children. In the 1930s, manufacturing floor tiles was replaced by glazed fireplace and wall-tile manufacture. Complete fireplaces were also produced. The factory was closed down for the duration of World War Two.

By the 1960s, earthenware goods and tiles were manufactured in equal proportions. In 1962, tile production stopped and 100% of production was given over to domestic tableware. In addition, the number of shapes and designs being produced was rationalised to ensure economic viability. New shapes, such as the stacking cup, were introduced along with new marketing and packaging methods such as carry-home display cartons (c.1965) and display racks for shops.

In 1970 the company employed Craig Sumner as a designer. Until that time, patterns had been designed by John Blackhurst (Works Manager) and Mrs. Shaw (Decorating Manageress). New designs such as Indiana and Bergen Blue were created initially by Craig Sumner and later with his partner Bob Rowlands, as S.R. Design Associates. The early patterns were rubber-stamped onto the ware and then hand coloured. Eventually two-colour rubber stamping was possible. Later designs used screen printing. By 1978, production was half a million pieces per week.

The most successful pattern of the period was Stonehaven, introduced around 1973. It had been designed to compete with the stoneware products of companies such as Denby. By 1979, 27 million pieces had been sold. Introduced in 1976, the Stonehaven range of matching household co-ordinates claimed in a company advertisement to "satisfy the modern housewife’s preference for design-matched products." The range included saucepans, accessories such as bread bins, trays, storage jars and household linen.

The company allocated 16% of the factory's production to meet the demand for mugs in the 1980s. Biltons supplied mail order companies such as Littlewoods and G.U.S. as well as supermarkets and cash-and-carry businesses.

The company suffered heavy losses in the early 1980s and, although profitability was restored following some redundancies, it seemed to be in the interests of the company to find a buyer. The company was therefore sold to the Coloroll Group in 1986.The Biltons trade name continued in use as a distinctive marketing strength.

Sources of Information

• [1] Stoke-on-Trent City Council
• 1937 British Industries Fair Page 334