The new company of Shorter & Boulton produced a variety of different wares, but majolica was a popular commodity in Victorian England so by 1879 the company entered the majolica market in a big way, soon becoming their main focus. Thanks to Arthur Shorter's brother John–who had immigrated to Australia–the company established a strong export business to Australia, with John handling sales. This export business grew to include other ports within the British Empire as well as the huge ceramics market in the United States where majolica was in high demand. A large export market guaranteed the company’s success where the others had failed.
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