John worked with his son Henry to grow the business, and their portfolio soon extended to artistic pottery, ultimately embracing ornamental, commemorative, and tableware products. Indeed, Doulton set the pace in new art schools and reaped the rewards at exhibitions. By 1871, Henry had launched the Lambeth Studio with local designers and artists who experimented with a variety of materials and glazes in an industrial setting. Their names included the Barlow family, Frank Butler, Mark Marshall, Eliza Simmance, and George Tinworth. Today their pioneering work commands increasingly high prices.

It was a success story that would go on to be made in Stoke-on-Trent. In 1877 Henry purchased a major shareholding in the factory of Pinder, Bourne and Co at Nile Street in Burslem, Staffordshire - a facility that handled tableware as well as ornaments and earthenwares.