In a dramatic turn of events, the beloved British homeware retailer Fired Earth has been saved from collapse just weeks after falling into administration. The rescue comes from fellow retail giant Topps Tiles, which has stepped in to purchase the brand in a multi-million pound deal.
A Last-Minute Rescue for an Iconic Brand
Fired Earth appointed administrators Dane O’Hara and Neil Bennett of Leonard Curtis on October 31, a move that led to the immediate closure of dozens of its showrooms across the UK. The administration process resulted in the loss of more than 100 jobs as the chain, a favourite since its founding in 1983, teetered on the brink.
However, its story has taken a decisive turn with Topps Tiles officially acquiring the Fired Earth brand name, its online business, and approximately £2.5 million worth of stock. The total value of the transaction is reported to be around £3 million.
Strategic Expansion for Topps Tiles
Bosses at Topps Tiles have hailed the purchase as a "significant opportunity" to enhance the company's digital footprint and broaden its product range. The acquisition is expected to allow Topps to roll out its offerings to a wider audience, including both UK households and trade customers.
Fired Earth, which once boasted over 30 showrooms, specialised in high-quality, design-led home products. Its portfolio includes tiles, paint, and bathroom fixtures, often handmade or sourced from specialist makers worldwide. The brand has long been celebrated as an authority on colour and pattern, with designs frequently imitated but rarely matched.
Broader Retail Context and Future Prospects
The rescue deal arrives as Topps Tiles reveals its recent trading performance. The group reported that sales, excluding its recently acquired CTD brand, grew by 3.3% over the nine weeks following the end of September. Like-for-like sales across the business saw a 2% increase.
However, this represents a moderation in growth. The company had previously reported a stronger like-for-like sales increase of 5.3% for the year to September 27, compared to the same period in 2024. The group attributed the recent slowdown to "weaker consumer confidence."
Despite this challenging backdrop, Alex Jensen, who became chief executive in September, described the latest results as a "very encouraging set" for the group. The acquisition of Fired Earth marks a strategic move to bolster its market position and digital capabilities during a period of economic uncertainty for the retail sector.
