Small pottery firms in North Staffordshire are lining up to grab a share of orders from a key exhibition for the giftware and tableware industry. At least 30 ceramic and glassware manufacturers are being invited to sign up to the annual Ceramic Showcase event which takes place within the Spring Fair trade exhibition next February. Organisers hope to build on the success of the event which this year generated £2 million for its exhibitors including Wade, Bairstow Manor and Flareware Designs.

The event provides a shop window for companies to display their wares, attract buyers and secure lucrative contracts - businesses taking part this year won an average of £80,000 in orders

Keith Marsh, a showcase organiser and director with the Association for Ceramic Training and Development, said regular exhibitors were already lining up to return.

He said: "I am particularly delighted that a number of companies re-booking from last year are taking larger stand spaces which will give the event a bigger presence.

"The success of previous years should encourage companies to sign up quickly. Last year, £500,000 worth of orders were taken during the show and in the ensuing months this rose to £1.5 million."

Some commentators said the return to the Spring Fair of some of pottery giants like Wedgwood helped to boost visitor numbers and exposure for small firms.

The Barlaston-based giant joined Royal Doulton in taking space at last year's Spring Fair for the first time in more than five years, having previously exhibited at the Stoke Show.

Hanley-based Bairstow Manor Pottery, which produces collectibles such as jugs and figurines, has taken part in every Showcase since it began in Stoke-on-Trent in 1997.

Owner Roger Bairstow said: "Showcase has taken small ceramic companies to centre stage and raised profiles and brands and has provided them with the opportunity to reach larger audiences.

"Because in many cases we are so small, many shops and buyers have not heard of us and are not aware of the many niche product opportunities we can offer.

"This is now changing with the showcase opportunities. Manufacturers have to show themselves to the world as new customers are needed every year."

Wade Ceramics launched its Ovation kitchenware range at its first appearance at the fair last year. The Burslem-based company has already re-booked for next year's Showcase.

Helen Merrick, Wade's kitchenware manager, said: "Our aim was to make contacts and we were successful in seeing representatives from independent cookshops, wholesalers and department stores. The response to our new range was fantastic."

The participation of North Staffordshire companies in the trade fair is funded by Advantage West Midlands through the Single Regeneration Budget fund, as well as additional cash from Business Link.

Ken Barnes, seconded to the Ceramic Industry Forum from Business Link to help co-ordinate the showcase event, said help was also available to help small firms promote themselves.

Mr Barnes said: "We want to give our exhibitors the best possible opportunity to show off their products."

Mrs Barnes added: "We also provide training for exhibitors to assist them in the marketing of their brand."