Stoke-based ceramics specialist Portmeirion is looking to expand on the success of its new Ted Baker range with the launch of further collections this year.
Speaking to local newspaper, The Sentinel, sales director Phil Atherton said that "staying young and fresh without losing sight of our heritage" was very important to him as the company continued to grow.
The firm unveiled the first of its Ted Baker collections - Rosie Lee and the Casual collection - at Spring Fair earlier this year. Both are based on Ted Baker patterns and signature style and have so far gone down a storm with retailers.
Atherton said: "We've had very positive feedback, really strong in the UK, Australia, Canada and Europe in particular. I think this is going to position Portmeirion as a brand in tune with that 20 to 40 year old age group, which we will build on going forward."
The firm is now branching out into complementary products such as glassware, textiles, place mats and cookware.
Atherton commented: "At Portmeirion, we are looking at organic growth and acquisition, selling more ceramics but also ensuring we have other growing areas of business. It's about forging the future that we want as a business and an industry."