Stoke, Industry, and Browns: Stoke-on-Trent’s Rise to Rival the Golden Triangle

Stoke-on-Trent—a city renowned for its pottery prowess. It was in an unremarkable street in Tunstall where our story began, almost 70 years ago. Today, we’re cementing the next chapter of our Staffordshire story, with our sights firmly locked on logistics domination.

If you’re from the Potteries, you’ll no doubt be well-versed in Staffordshire’s ceramic heritage, a history shaped—quite literally—by the hands of the working class.

If you’re not from the region, you’ll probably still be aware of Stoke’s glorious past. Names like Wedgwood, Spode, and Minton will mean something to most of us.

But is Stoke, steeped in its ceramics glory, heading towards a new age of industry notoriety?

In the past decade, the number of premises dedicated to transport, logistics, and warehousing has almost doubled in the UK, according to the Office of National Statistics’ 2022 report.

This dynamic growth in our industry has been driven by Brexit, changing trends in consumer behaviour (particularly the rise in online shopping), and the COVID-19 pandemic.

Online shopping was a growing behaviour even before the pandemic. But the pandemic was a catalyst for rapid growth in this trend, and many shoppers have simply never looked back. The accessibility and convenience of online shopping are appealing, and supply chains had to adapt quickly and cleverly to cope.

The transport and logistics sector has long been dominated—geographically—by the ‘Golden Logistics Triangle’. Its reach and connectivity make it an attractive place for warehousing and distribution companies to make base.

Some consider the Golden Triangle the result of deindustrialisation of the Midlands away from mining and heavy industry, with logistics filling a large recruitment gap. This would make sense for Stoke too, as pottery production declined, and the need for new local employment rose.

‘The ‘Golden Logistics Triangle’—a term coined in the late 80s—is a 289 square mile section of the Midlands renowned for its high density of distribution facilities and being within a four-hour drive of 90% of the UK population.’

In 2011, Stoke placed 101st in the rankings for the percentage of business units used for transport and storage. In 2022, it ranked 19th.

A handy geographic location, reliable transport networks, and the hard-working fabric of our people are clearly an attractive pull for many businesses looking for a transport and storage provider. An 82-place leap in a 10-year period shows clear confidence in the area and places the city in a competing position with the Golden Triangle.

Stoke’s rise in the logistics sector doesn't just signify growth in numbers but reflects a city that is familiar with bridging tradition and innovation. Known historically for our pottery, our city has diversified and embraced the needs of a changing business landscape.

Much like Stoke, the logistics industry itself has a fierce and innate pride for tradition and days gone by, but an equal instinct for innovation and progression.

A perfect match, no?