A Ceramics company is aiming for a £1 million increase in turnover this year after opening a new, state of the art kiln and targeting niche markets. Wade Ceramics, which is based in Burslem, has spent £1 million on the new kiln, believed to be the first of its kind.

It fires products more than three times as quickly as its predecessor, taking six hours compared to the old model's 20 hours.

But Wade managing director Paul Farmer says it is only just managing to keep up with the increased demand for the company's products.

He said: "It's much more fuel efficient and it's giving us much better results.

"This is the busiest we've been for several years. Our growth is going to be phenomenal."

The company's turnover last year was in the region of £9 million. This year, it is hoping to reach £10 million.

Wade specialises in producing branded ceramics such as spirit decanters and flagons, jugs, tankards and related products for the international distilling and brewing industries.

It also manufactures ceramics for the premiums, incentives, promotional, commemorative and collectable markets.

The new kiln is being used to create products for whisky companies such as Tullamore Dew and Chivas Regal.

The new machinery also features an integrated computer that monitors the fuel supply and can be programmed for up to 20 different firing programmes.

Mr Farmer said the company's success was due to the firm focusing on niche products.

He said: "We've concentrated on business-to-business and that's what's helped us survive." The firm currently employs 230 people and is looking to expand the retail side of its business.