While Manhattan may seem a world apart from the pottery production hubs of Stoke-on-Trent, the luxurious china cups and saucers crafted by Richard Brendon fit seamlessly into the upscale environment of New York’s renowned Saks Fifth Avenue.

The United States has become the leading retail market for Brendon’s tableware brand, which has witnessed significant growth, even amidst the ongoing economic challenges marked by rising unemployment and higher interest rates.

Brendon stated, “In the UK we’re positioned at the top end of the luxury market,” highlighting that his offerings, which also include fine crystal glassware found in prestigious retailers like Harrods and Liberty London, have greater potential in the US due to its numerous independent tableware outlets, which often cater to higher-spending customers. He remains optimistic about the US market, observing that consumers still appear willing to invest despite economic pressures.

This London-based brand is projected to generate revenues of £2.5 million this year, stemming from a concept that aimed to revitalize antique saucers lacking their original cups. As part of his design coursework at Kingston University, Brendon created a mirrored cup that reflects the design of the saucer beneath it, a core item in his collection, which is meticulously crafted by potters in Stoke.

Brendon’s exposure to multiple American buyers during Maison&Objet, a prominent trade expo in Paris, emphasized the burgeoning cross-Atlantic market, with interior designers increasingly becoming a valuable clientele. He noted, “These are substantial orders, driven by affluent clients and the generally larger size of the homes they are outfitting.”

However, the economic landscape has also led to a tightening of wallets among Brendon’s aspirational clientele. He advocates for more robust trade support from the UK government to assist British exporters in seizing opportunities in the challenging US market.

“The support I’ve encountered has often felt too broad and insufficient,” Brendon remarked, stressing the need for increased activities by British consulates in the US, such as organizing focused trade missions and inviting relevant buyers to showcase British products.

Recent actions have raised concerns about trade representation. In July, the Conservative government eliminated 18 positions within British consulates in the US aimed at supporting UK businesses and fostering trade relations. The Department of Trade has assured that the quality of service will not decline, despite the cuts.

Critics remain skeptical. “It’s unfortunate,” said Katie Goldblatt, director of Rapport London, whose products are sold at Saks and Bloomingdale’s. “Navigating the US market requires local knowledge, and the trade support we relied on as a small brand is dwindling.”

Goldblatt indicated that her American market constitutes 70% of annual revenue, with average customer expenditures reaching $600 compared to approximately £300 in the UK. The family-run business, established in 1898, has transitioned from clockmaking to specializing in watch winders and other luxury accessories, tapping into an affluent consumer base that collects luxury timepieces.

Despite a cautious approach from US retailers regarding order size, Goldblatt remains optimistic about the US market. “The upcoming election brings uncertainty, yet the vastness of America often balances out both good and bad economic shifts. We are committed to building our presence here,” she affirmed.

However, proposed tariffs, including a 10% increase on all imports, could further squeeze profit margins for companies exporting to the U.S.

According to Proxima’s 2024 supply chain report, many international firms with strong ties to the US are preparing for potential disruptions. The report reveals a trend towards “right-shoring” to minimize costs and risks and highlights that over 85% of CEOs are prioritizing supply chain resilience.

Ryan Palmer from the London Sock Company expressed concerns about instability which challenges their rapidly growing market in the US. He stated, “We are focusing on optimizing shipping practices while maintaining quality and ethical standards in our supply chain.”

Founded in 2014, Palmer and co-founder David Pickard shifted their careers to address a fragmented sock market, transforming it from an afterthought to a premium category. Utilizing high-quality Scottish lisle cotton, they offer boxes of socks retailing around £200, enjoying significant success amidst a wider appreciation for menswear, with projected revenues reaching £10 million in the coming years.

Though their primary sales occur online, the brand is also available at Saks, appealing to discerning professionals keen on style. Palmer noted the influence of high-profile endorsements from Hollywood figures who have embraced their products, injecting significant visibility into the brand.

“While quantifying direct sales impact is challenging, brand validation is considerable,” he said, noting that their accessible luxury positioning has insulated them somewhat from market downturns. “We believe we are strategically poised for ongoing success.”