The Wedgwood brand transformation from a heritage bone-china company to a contemporary luxury lifestyle brand was driven by the “playbook” I developed for the Fiskars Group.

The challenge for Wedgwood was that it had lost its relevance with users, particularly younger ones, and had a bloated and unfocused offering in key markets, leading to declining revenues.

I appointed Alice Bastin as Creative Director from her position at the luxury fashion house Alexander McQueen. Together, we built a new international brand focusing on the innovative and cultural spirit of its founder, Josiah Wedgwood, always asking, “What would Josiah have done?”

We revamped the logo to reflect a stamp in wet clay, collared with Palace Skateboards, worked with acclaimed artist Magdalene Odundo as Artist in Resident and introduced Wedgwood at Milan Fashion Week. We reintroduced new versions of the archive pieces Florentine Turquoise and Wild Strawberry.

Within a year, we gained significant media attention and grew our social media following, which we converted into sales growth. Operational excellence has continued to accelerate the transformation.