Couple's lockdown clay hobby blossoms into 490 million pound success story

During the COVID-19 lockdowns, many were confined to their screens, but a British couple found a different path: playing with clay. Frankie Thorogood and his girlfriend Sascha began exploring pottery as a way to de-stress and disconnect from their digital lives.

They discovered the therapeutic benefits of air-dry clay, which requires no kiln and can be used at home. Realizing a gap in the market for comprehensive, beginner-friendly DIY pottery kits, they saw a business opportunity. This led to the creation of Pott'd, a brand offering all the necessary tools for aspiring potters to start their craft from their living rooms.

Pott'd has since experienced remarkable growth. According to The Times' 'Sunday Times 100' list for 2026, the company generated approximately 11.8 million pounds in revenue in 2025. With an average annual growth rate of 256.7% over three years, their business has expanded to over 20 countries. They have also collaborated with brands like Barbie and Hello Kitty, securing the 6th position on The Times' list of the UK's fastest-growing companies in 2026.