Founded as Joseph Holdcroft in 1865 at St. Martin's Lane, Longton which he operated until c.1875.

 From c.1872 operated also at the Sutherland Pottery, Longton.

Joseph Holdcroft was the son of an affluent pottery owner, William Holdcroft. Upon graduation from the Wedgwood Institute in Burslem, he joined his father's pottery, the George Street Pottery, Tunstall, where he developed several patents for the manufacture of earthenware. 

Joseph Holdcroft then worked for Mintons, leaving there around 1865 to open his own concern on St. Martin's Lane in Longton where he specialized in silver luster. 

Around 1872 he opened the Sunderland Pottery at Daisy Bank, Longton where he specialized in majolica, parian and silver luster. The output was well respected and received good sales during its time.

After 1885, the thrust of the company changed and it went from producing high quality original ware to cheaper, poorly potted imitative patterns. The quality of the work suffered for the sake of output and workmanship varied significantly. The company continued production of this cheaper majolica until Joseph Holdcroft died. 

Joseph Holdcroft died on the 30th April 1904. 

After Joseph died the pottery was then taken over by his son, Thomas who added the production of enameled brick to the output. 

The company was incorporated in 1906 and then traded as Holdcrofts Ltd.