Elevating British businesses: How PR can support heritage brands in a challenging and evolving market

For centuries, British craftsmanship has been synonymous with quality. The UK's interiors and design industry has long been defined by skilled makers, exceptional products, and a commitment to traditional techniques. Today, that legacy continues through home-grown heritage brands, producing everything from kitchens and rugs to fabrics and appliances.

They remain at the heart of Britain's design culture, yet today's competitive landscape presents a new set of challenges. Fast-changing consumer habits, rising expectations for convenience, and increasing operating costs are placing growing pressure on traditional businesses. At the same time, many shoppers are prioritising speed and affordability over longevity and craftsmanship, making it increasingly difficult for heritage brands to compete while staying true to their values.

Kitchen by Tom Howley

Recent reports that Denby Pottery ceased production after more than 200 years underscore the challenges facing British manufacturers in an increasingly difficult economic climate. Its subsidiary company, Burleigh, entered administration after grappling with the same financial pressures affecting many heritage brands, but was recently rescued by former Burberry CEO and CCO, Christopher Bailey. The designer, who helped elevate the British fashion house to global success, described Burleigh's "extraordinary history" of craftsmanship and the "skill, care, and creative spirit" that define it as a luxury British brand.

Yet many brands continue to face the same challenges, with small, independently owned businesses often among the hardest hit. Rising production costs, constrained consumer spending, and the growing prevalence of cheaper, mass-produced alternatives continue to place significant strain on these businesses, leaving many fighting to preserve generations of craftsmanship and tradition.

Despite these pressures, the value of true craftsmanship remains as strong as ever. Long-lasting, thoughtfully designed pieces represent an investment not only in quality but also in culture and heritage. Handcrafted luxury products are made to endure, with each piece carrying its own story of artisan skill. Building a successful British business, however, requires more than exceptional products – storytelling is an essential part of creating a lasting brand.

Handcrafting a Vispring mattress using time-honoured techniques

Building a strong brand identity, reaching the right audiences, and fostering genuine trust and loyalty are all essential to long-term success. In today's challenging market, PR helps British brands stand out by shaping authentic narratives through thoughtful media engagement, compelling storytelling, and strategic brand positioning. For heritage brands in particular, this not only preserves and celebrates their history but also helps them look confidently to the future, transforming businesses into brands that audiences respect, value, and remember.

For more than eight years, PuRe has represented Tom Howley, the UK's leading bespoke kitchen brand. Designed and manufactured in Derbyshire, each kitchen is handcrafted using traditional cabinet-making techniques, alongside state-of-the-art machining technology. Every stage of production takes place in-house at the brand's Glossop workshop, ensuring exceptional quality and craftsmanship. Throughout our partnership, PuRe has strengthened Tom Howley's market-leading position through a consistent programme of high-impact media coverage, driving sustained brand visibility and supporting continued commercial success.

Additionally, this year, luxury British bedmaker Vispring celebrates its 125th anniversary. Another PuRe heritage client, the Devon-based brand is renowned for its handcrafted luxury beds, with each piece made at the company's factory in Plymouth. To this day, every Vispring bed is meticulously handcrafted by skilled artisans using the same time-honoured techniques that have defined the company for generations.

Across each of our bespoke PR campaigns, we position heritage and craftsmanship as enduring strengths, highlighting the authenticity, quality, and expertise behind every brand while demonstrating their continued relevance to today's consumers. By connecting tradition with modern living, we help ensure these legacy brands don't just endure, but continue to thrive.

A Tom Howley cabinet door being hand-finished at the brand's Glossop workshop