Walter Moorcroft joined the pottery in 1937 after graduating from school. He introduced many new designs, such as Tiger Lily, Bourgainvillaea, standard and Coral Hibiscus, Magnolia and Columbine to name but a few. He also redesigned many of Williams designs such as Anemone, Freesia and Clematis.

In 1960, Walter took sole control of the pottery and despite breaking ties with Liberties, the pottery continued to flourish. Walter concentrated his efforts on international marketing through into the late 1970's whilst introducing many new ideas and designs such as miniature vases, lamps, ashtrays and even jewelery.

After financial difficulties in the 1980's, Walter relinquished control of the pottery to the Churchill Group, though he continued to introduce new patterns such as Campanula and Geranium. He retired in 1987 but was employed as a consultant. He was awarded an OBE in 1999.