Staffordshire University helps Aynsley break the mould to scoop top innovation award » Local Government » 24dash.com

A traditional Stoke-on-Trent china manufacturer has won a prestigious award for innovation after it joined forces with Staffordshire University to revolutionise its design processes.

Aynsley China won the Lord Stafford won the Achievement in Innovation award at a glittering finals event held at Worcester Cathedral.

The company 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.

Judges at the Lord Stafford Awards were impressed by the way the associates had been able to breathe new life into the design process, bringing forward new fresh ideas and having an impact on Aynsley’s performance in the marketplace.

Paul Hulme, Head of Design at Aynsley China, said the award was a tribute to the efforts of the university and associates, as well as the vision of the company.

He said: “The input of the knowledge transfer associates has made a major difference to the design and development of products and I am delighted for them as it is recognition of their efforts.

“It is also a big boost to Aynsley China and the company deserves credit for taking the steps towards improving innovation within the design team.

“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.

He continued: “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 – I hope winning the Lord Stafford Award shows just how worthwhile it has been.

“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.”

Patron of the Awards, Lord Stafford, said: “I think the success of Aynsley China shows that innovation is not necessarily confined to laboratories and complicated research and development.

“Traditional companies, by bringing in new technology and ideas, can embrace and benefit from innovation as much as anybody.

“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 move towards the design-led end of their market.

“Aynsley 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.”