Our partnership has helped Denby clearly demonstrate the scope of its innovative work in areas such as glaze reactivity and rheology, ensuring that qualifying R&D activities are properly documented and aligned with the latest tax guidance.
TBAT and Denby have developed a close working relationship that streamlines the claims process and makes it more robust. Together, we’ve established an effective approach to assessing a wide range of costs linked to technical development, making sure that each one is appropriately reviewed, justified, and included in the R&D claim through open, transparent collaboration.
Denby Pottery Company has been crafting distinctive stoneware since 1809, combining over two centuries of design heritage with continuous innovation in materials and manufacturing.
Headquartered in Derbyshire, England, Denby Potteries is renowned worldwide for its durable, handcrafted tableware that blends traditional craftsmanship with contemporary style. Its collections span everyday dining, premium porcelain, glassware, and accessories, supplying homes and hospitality markets in over 50 countries.
At the heart of Denby’s success is a commitment to research, design, and innovation. Dedicated in-house teams of designers, ceramicists, and engineers explore everything from advanced glaze chemistry and sustainable clay processing to 3D-printed prototyping and automated kiln technologies. This integrated approach ensures every piece not only meets the highest standards of beauty and functionality but is also produced with minimal environmental impact.
Guided by a vision of sustainable craft, Denby continues to pioneer greener practices across its operations. By fusing heritage skills with modern R&D, Denby stands at the forefront of British ceramics, shaping tableware that enhances everyday living while supporting a more sustainable future.
TBAT’s work with Denby began with a detailed discovery phase, involving interviews across management, engineering and finance teams. This helped us gain a clear picture of how the business operated and where R&D activity was taking place. By breaking down the legislation in plain language, we were also able to help Denby’s staff recognise additional areas of innovation that could qualify for relief.
From the outset, clear objectives were set and the right people within the business were identified to provide financial data and technical input. Together, we mapped out Denby’s R&D projects, from short trials to multi-year developments, and applied a structured review process to determine which qualified. Costs such as staff time and materials were then analysed to ensure that no eligible expenditure was missed.
Finally, our team worked closely with Denby’s specialists to translate complex technical work into concise, HMRC-ready narratives. This combination of clear communication, thorough analysis, and collaborative working has resulted in a strong, defensible claim process that consistently delivers maximum benefit.
Each year, the process has improved, as Denby has gained a deeper understanding of what qualifies as R&D for tax purposes. With greater awareness across teams, more projects and costs are now being identified at an earlier stage, making the claims process smoother and more efficient. This ongoing cycle of education and refinement has not only strengthened the robustness of Denby’s submissions but also embedded a culture of innovation recognition within the business.
In the coming years, Denby Pottery will continue to advance its leadership in sustainable ceramics and modern manufacturing. Key priorities include the development of innovative glaze technologies and, expanded use of recycled and responsibly sourced materials. The company is also investing in smarter, more energy-efficient kilns and digital production systems to further reduce emissions and improve efficiency.
Alongside pushing the boundaries of technical innovation, Denby is set to expand its global reach with new product ranges that pair modern design with the long-lasting quality the brand is celebrated for. Achieving this will demand ongoing investment in R&D, with government incentives and tax relief continuing to play a valuable role in supporting these ambitions for sustainable tableware.
In addition, the strong R&D claim process now in place, combined with Denby’s growing understanding of what HMRC recognises as qualifying activity means the business is well-positioned to maximise future claims. This gives Denby the confidence to plan and invest, knowing that eligible innovation will be properly captured and rewarded through R&D tax credits.
If you want to speak to our specialist team regarding your R&D tax credits and your business, get in touch today!
“We were fortunate to find TBAT who have helped us to navigate our way through the technically challenging area of R&D tax claims. Their experience and understanding of manufacturing businesses coupled with their proactive approach to learning about our business and its technical research and development challenges has been key to unlocking benefits. Also, their communication at all stages of the process each financial year has been exemplary, and all reports produced have been meticulous, clear, and concise in all respects. They have made the claiming of R&D tax credits relatively straight forward for us and importantly have not added a huge burden of administration to our business. We value our partnership with TBAT and look forwards to many more years of collaboration and support”.
Dean Barlow, Operations Director
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