As Shaws scales production to meet global hospitality demand, the heritage British brand reveals how its iconic handcrafted fireclay sinks are being future-proofed through thoughtful innovation – balancing advanced manufacturing with the human touch that has defined its craftsmanship for more than a century…
Since Arthur Gerald Shaw founded Shaws in 1897, the brand has been synonymous with innovation as much as craftsmanship. From experimenting with fireclay spoil from Blackburn and Belthorn collieries to inventing gas-fuelled kilns in 1919 that would be exported worldwide, Shaws has always been at the forefront of production ingenuity – without ever compromising its commitment to hand-finished quality.
That pioneering mindset continues as the brand enters its next chapter. Shaws production has relocated from its century-old Darwen site to Fortune Brands’ 25,080 square-metre manufacturing centre of excellence at i54 Business Park in South Staffordshire.
The move, which completed last year and is now in its final stages before a full transfer later in 2026, is designed to support Shaws’ growth across the UK, US, Australia, and other international markets. Crucially, it is not about replacing craftsmanship with automation – but about enabling it by increasing the number of fireclay sinks that can be manufactured annually and better serve architects and designers.
At the heart of this transition is Tom Burke, Product Development Manager at House of Rohl, who is responsible for Shaws’ product development process and for ensuring any production advancements strengthens, rather than compromises, its DNA.
Image credit: House of Rohl
Innovation, rooted in craft
“Having production on our doorstep in the UK brings a real advantage,” Burke explains. “Our efforts are directed towards production that supports and enriches our handcrafted process and improve efficiency without compromising quality.
For Shaws, such innovation starts with clear communication. “It’s about understanding what customers value in the Shaws brand, what we can achieve with our processes, and how we support efficiencies through design-for-manufacture initiatives without compromising the handcrafted nature that’s in our DNA.”
That DNA is deeply human. In a world of increasingly automated production, Shaws’ story remains refreshingly tactile. “Simply put, many hands craft many sinks,” Burke says. “Creating products of this quality can only be achieved through true care and attention from skilled artisans who have a genuine passion for what they do.” It’s a message that resonates strongly with modern design audiences – particularly in the luxury hotel sector – where guests are increasingly drawn to brands with authentic stories and visible craftsmanship.
Why i54 matters
The Darwen site, while rich in history, was no longer fit for the future. The i54 facility offers the space, infrastructure and technology required to grow responsibly – without eroding the brand’s identity.
One of the most significant benefits of the move, Burke explains, has been the reduction of waste across the production process. “The main value i54 has delivered is the reduction of Muda (waste), which has no direct impact on the handcrafted nature inherent in each product,” he says. By removing inefficiencies from the system, the new facility allows time, materials and expertise to be used more intelligently, ensuring that skilled craftspeople can focus on the moments that genuinely define the quality, character and longevity of every Shaws sink.
What hasn’t changed, though, is just as important as what has. “We still hand-make the master moulds that define the shape of our products and rely on master craftspeople to complete the finishing of a product.”
Technology at i54 is being used strategically – targeting inefficiencies rather than craftsmanship itself. Advances such as ERP and MES integration have enabled full product traceability, supported by an innovative barcode solution capable of surviving the extreme conditions of a kiln. “Traceability is a key advancement,” Burke notes, pointing out that this level of insight was simply not possible before the move.
Technology that supports, not supplants
Crucially, none of these enhancements interfere with the hand-finishing and maker’s signature that define a Shaws sink. “These enhancements target non-value-added tasks that don’t affect the crafted process of our sinks,” Burke explains.
He gives a practical example: “Moving large, heavy moulds and sinks around a production site doesn’t impact quality, but doing it more efficiently and safely means more sinks reach our finishers.” The result is a smarter flow through the factory – one that allows artisans to spend more time where it truly counts.
Image credit: Mark Lewis Interior Design
Preserving identity within House of Rohl
As part of the wider House of Rohl portfolio, Shaws now sits alongside other heritage brands, each with its own manufacturing traditions and design language.
“House of Rohl is focused on creating synergies, not uniformity,” Burke says. “Each brand brings unique heritage in terms of manufacturing and design processes, and the integration allows us to leverage shared resources and technologies without compromising individuality.”
For specifiers, designers and developers – particularly in hospitality – this approach brings reassurance. Shaws products continue to deliver the durability, ease of maintenance and timeless aesthetics the sector demands, while evolving through closer engagement with the design community.
“As we engage more closely with specifiers, designers and architects, we can draw insights from research to inform designs,” Burke says. “It’s a delicate balance: pushing the boundaries of product innovation while respecting the handcrafted process that defines us – but it’s a challenge we’re ready to meet.”
Looking ahead
So, what’s next for Shaws – and for House of Rohl more broadly? Burke is candid about the complexity of the road ahead. “We know we can scale manufacturing through technology while preserving the value of our products,” he says. “It’s not an easy journey; in fact, you could say we are deliberately making it more challenging.”
But that challenge is precisely the point. “If you want true differentiation, you can’t expect an easy path.”
By relocating to i54, Shaws has created the conditions to do more of what it does best: handcraft exceptional sinks, efficiently and sustainably, for a growing international audience. The human touch remains central, while thoughtful enhancements ensure more products reach skilled finishers safely, with less waste and greater consistency. The result is subtle yet powerful – a heritage brand quietly increasing its reach, supporting designers, architects and hoteliers, and delivering enduring quality where it matters most.
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