Francis I, Holy Roman Emperor
When Francis I, Holy Roman Emperor, who was also the Duke of Lorraine, died in 1765, the north-eastern territory reverted to the French crown, and the manufactory was then subject to new, even tighter restrictions on production and decoration, as the royal Sèvres porcelain factory had been given various forms of monopoly. Probably because of this, and continuing losses, in 1770 the company was sold by Beyerlé (by then 75) to Adam Philippe, Comte de Custine. Shortly after, it started producing fine earthenware products in the English style, or faience.