Traditional Stoke china manufacturer in the mix for innovation award » Communities » 24dash.com

A traditional Stoke-on-Trent china manufacturer is in line for a prestigious innovation award after joining forces with Staffordshire University to revolutionise its design processes.

Aynsley China dates back to 1775 and produces fine bone china for domestic and international markets.

Over the past two years, the company has sought to overcome the continuing downturn in the mass-produced business by focusing on the development of new designs, reinventing the company brand and creating new market opportunities.

Aynsley joined forces with Staffordshire University through the Knowledge Transfer Partnership scheme where companies have graduates placed there as part of an exchange of skills from the university to the business.

Two knowledge transfer associates were taken on Adele Barnes and Claire Renn who have worked within the design team to work on a number of projects.

As a result of collective efforts, Aynsley China is now in the running for a Lord Stafford Award for Innovation.

Now in their 11th year, the awards were established by Francis Stafford, former Pro-Chancellor of Keele University to showcase the very best in collaboration between businesses and universities.

Paul Hulme, Head of Design at Aynsley China, said the input of the knowledge transfer associates had made a major difference to the design and development of products.

He said: "I think most people especially those in and around North Staffordshire are aware of the way that the market for china has changed dramatically over the last few decades as a result of the rise of low-cost economies producing goods like these.

"While we can never expect to compete on price, we can compete on design.

"Claire and Adele, working with myself and with the research and development facilities at Staffordshire University, have made a major difference to what we are doing here.

"Our casual dining ranges Camille, Mimi and Marine have been developed along with extensions to some of our existing ranges with particular focus on the export market including customers in Italy, Japan and Korea."

The knowledge transfer partnership has led to an increase in the number of new products into the tableware and giftware market place, enabling Aynsley to become a competitive company within the ceramics industry.

As a result of the success of the link-up with Staffordshire University, Aynsley is continuing to develop new products and enter new markets nationally.

Paul said: "I think it is fair to say that the company is now well and truly immersed in driving forward innovation with other parts of the business considering the possibilities of similar link ups.

"We will continue investing in design and keep a close eye on customer and market trends in order to identify areas we can move into.

"We are delighted to have been shortlisted for the Lord Stafford Awards and it is a credit to the work of Adele and Claire, as well as the vision of the company as a whole and the efforts of the university."

Patron of the Awards, Lord Stafford, said: "Here we have a company that has been in business for more than 200 years that, in the face of globalisation, has taken the decision to embrace innovation.

"Aysnsley is an excellent example to traditional companies that by linking with the expertise and inventing time and resource in innovation, massive gains can be made and immediate benefits can be had in terms of output and productivity."