I looked up what AI says, because I didn’t agree with your assessment Visgirl.
‘Denby is on trend, particularly within the "modern rustic," "quiet luxury," and "conscious consumer" movements. As a heritage British brand with a 200-year history, Denby has maintained relevance by blending traditional craftsmanship with contemporary, versatile designs.
Here is why Denby is currently trending:
Modern Rustic & Textured Looks: Collections like Studio Grey, Studio Blue, and Kiln are popular for their artisan, hand-crafted feel, rustic textures, and reactive glazes, which align with the trend for natural and imperfect home aesthetics.
"Buy Once" Sustainability: With a focus on sustainability, Denby appeals to the modern consumer looking to reduce waste by purchasing durable, long-lasting products rather than disposable, fast-fashion homeware.
Japandi and Neutral Tones: The Impression and Modus ranges reflect the "Japandi" (Japanese-Scandinavian) trend, featuring muted, neutral colors, soft textures, and minimalist shapes that fit well into modern, calm interiors.
Versatility and Practicality: Denby products are designed to be microwave, oven, dishwasher, and freezer safe, catering to the trend for multi-functional kitchen items that work for both daily use and entertaining.
Timeless Classics: While launching new ranges, classic patterns like Imperial Blue (in production since 1989) remain popular, proving that the brand’s core style is considered a lasting classic rather than a fleeting trend.
While the brand has faced recent financial challenges and potential restructuring due to high energy costs, it continues to trade and is recognized as a "British icon" of high-quality, relevant design.’
I know it is popular because of the high prices it makes second hand on ebay. I like it because I prefer plain crockery, which is heavy and durable, I’m not interested at all in china, and I buy British, so it suits me well.
I think its biggest strength is also its biggest failure in fact, because it lasts for ever in perfect condition unless you drop it, so the replacement rate is low.