BELLEEK POTTERY has revealed ambitious plans to fight the economic downturn and increase retail sales to €15 million by 2011.

The company’s tableware product, Belleek Living, made over €10 million in revenue last year, an increase of 15 per cent on sales from the previous year.

However, Belleek Pottery’s overall gross profit on ordinary activities before taxation to March 31st last year reached £108,063 compared to £88,295 in 2007.

Group managing director John Maguire is not concerned about the current slump in consumer confidence affecting the company’s plans.

“The Belleek Living brand is a relatively new brand and has done well despite the current environment. Our goal is to establish Belleek Living as the leading tableware and giftware brand in Ireland,” he said.

The announcement comes with the group appointing celebrity chef Neven Maguire to endorse the pottery company’s contemporary tableware range.

“I believe the potential for the brand is considerable”, he said.