Why did Johnson Brothers produce so much earthenware rather than porcelain?

Johnson Brothers chose earthenware as its main material since it offered a practical balance between cost and durability. Earthenware could be produced in large quantities at lower temperatures than porcelain, which reduced fuel costs during firing. This mattered in the late 19th and early 20th centuries when coal expenses affected factory output. The company developed a method called “semi-porcelain,” which created a finish resembling porcelain yet kept the strength and affordability of earthenware. This approach allowed them to compete with higher-end brands without pricing out middle-income households. By the 1920s, this method had become central to their production. Many families preferred sturdy plates that resisted chipping, especially in busy kitchens. Johnson Brothers leaned into this demand, offering patterns that looked elegant without the fragility linked with fine china. This decision shaped its identity for decades and helped secure steady export sales.