In another blow to British sanitaryware manufacturing, the historic Ideal Standard factory in Armitage is drastically cutting production, with plans to close one of its two kilns.
The company says the decision could affect nearly a quarter of the entire workforce at the site, with 100 roles impacted.
According to the company, the proposal is part of a wider plan to “optimise operations, streamline capacity, and enhance long-term business competitiveness and growth”, as the company embarks on a wider evaluation of its global manufacturing footprint.
Villeroy & Boch has made it clear that commercial roles and the company’s central distribution centre will not be impacted by the proposal. The ceramics brand has also stressed that it does not expect the proposal to result in any disruption for customers, and says it is committed to maintaining a strong commercial and manufacturing process in the UK.
A spokesperson for the company confirmed to kbbreview that the planned kiln closure could affect as much as 20% of the site’s workforce.
Following the proposal, the GMB Union has said it will “not stand by and let workers pay the price”, warning that the closure would be “bad for business and bad for Staffordshire”.
The UK is said to be a key country for Villeroy & Boch’s operations, with the market described as one of the company’s largest. The Ideal Standard site in Staffordshire has been described by the company as “the only large scale ceramics manufacturing operation [remaining] in the UK, producing millions of toilets and basins annually”.
“This is an incredibly difficult announcement to make”, commented UK managing director, Lisa Whitfield. She continued: “We recognise the impact this proposal will have on our employees, their families, and the community and we are grateful for the dedication and hard work of our site manufacturing team.”
Villeroy & Boch says it will now enter a 45-day collective consultation period with the trade unions and employee representatives in Armitage.
In related news, workers at the Villeroy & Boch-owned Ideal Standard site threatened to strike against the company over a pay dispute last August. However, the strike threats eventually ended in an “agreed resolution”, after successful pay negotiations took place between the company and the union.
Since the company’s acquisition of the Ideal Standard brand in March 2024, Villeroy & Boch has enjoyed a string of “record breaking” financial results. In the first half of 2025 alone, Villeroy & Boch saw a 12% increase in revenue, and a 3.2% rise in operating profit, which CEO Gabi Schupp said was due to “consistent implementation of the Villeroy & Boch Group’s strategic realignment”.