‘It’s the first ceramics plant built here in 40 years – it’s a big deal’

With the facility officially up and running, James Smith, director of marketing and innovation EMEA at House of Rohl, reveals why the new Fortune Brands HQ and production facility in Staffordshire is about more than just investment in its brands…

by Rebecca Nottingham23 January, 2025

Firstly, thanks for giving kbbreview a first look at the finished facility. It’s obviously very impressive but what, exactly, is its role within the House of Rohl business? 

As the parent company of House of Rohl and its associated luxury brands – Victoria and Albert, Perrin and Rowe and Riobel – Fortune Brands recognises the exceptional design and manufacturing skill-base there is in the UK. It also sees  demand for products in this sector increasing across international markets. That’s why they’ve invested millions in this site, which is obviously great news for our brands, but also a big vote of confidence in the UK as a manufacturing base. 

This centrally located facility on the I54 estate in Staffordshire, allows us to expand our manufacturing and supply capabilities and will be a central hub for administration and distribution for all of our brands.

It tells a strong story about investment in the UK and EMEA region, ceramics manufacturing and the KBB industry as a whole. 

It’s fitting that the site is in Staffordshire too…

It’s no coincidence that we’re in Staffordshire, the home of ceramics manufacturing in Britain. In fact, it’s the first ceramics production site to be built in the region in 40 years so it’s a big deal. 

What does it mean for retailers? 

This is about expanding our opportunity to grow each brand. We have built the facility with a view to future growth which shows our intent not only as a business but for our retail partners and the industry. 

What’s key for them is that this central HQ and production site means that we’ll be able to service them all more efficiently. We’re a multi-brand business which come with its own problems, but we’ve recognised that, and this facility is a huge part of the solution. 

How’s business and what are your plans moving forward? 

The market is in an interesting place, A lot of global markets are facing economic challenges, and that picture is quite unusual. However, one of the benefits of working for a big corporation like Fortune Brands is that it doesn’t just look at the short-term. 

We’re already seeing green shoots of recovery in markets – like the US and the UK – that haven’t been performing as we would hope,.

In the long-term we see lots of great opportunities to expand in several global markets with House of Rohl brands and this facility is at the heart of those. 

We’re still in that post-Covid-boom era but, markets are cyclical and I’m confident we’ll start to see a real recovery in the UK kitchen and bathroom market this year. 

There’s a growing narrative around sustainability now, what’s your strategy?

To be on the I54 estate you have to comply with vigorous sustainability requirements. This is in the top 10% of manufacturing facilities in Europe in terms of its eco-credentials. On this site we have implemented a number of initiatives including, recycling of materials, create less and investing in solar panels.  

What about sustainability as a purchase driver? Aren’t consumers just interested in the experience when it comes to buying products?

At the moment the drive for sustainability is a top-down piece that’s being driven by legislation and government. My assessment is that most consumers just expect sustainability to be part of the table stakes of a product. And we, like others, will continue to invest
in sustainable practices and product innovation.