Interesting. I have a lot of Japanese crockery, mainly the popular ones like Tokyo Design Studio but also from some small makers. I visited the link in the OP and many of the lines are in similar style, quite minimalist, light and great for enhancing the look of the served food.
I think it’s quite contemporary, IKEA has a couple of similar designs right now and their designs are usually very on trend.
I think Denby must have missed many marketing opportunities targeting only the British market. Le Creuset makes similar cast iron and china products and they are hugely popular, Denby should probably target the same customer segment.