Two former directors of a ceramic firm have agreed a management buyout of a Midland operation after securing financial backing.

Mark Prince and Dave Tutton, the ex managing director and marketing director of Jacuzzi UK, have bought the company’s ceramic factory in Newcastle-under-Lyme to run as Silverdale Bathrooms.

The move, which has safeguarded 50 jobs, was aided by the support of Midven’ Exceed Partnership and Skipton Business Finance.

The factory has been manufacturing high-end ceramic bathroom pieces for almost 30 years, and the deal means it will continue to make the luxury B C Sanitan and Jacuzzi brands.

Mr Prince said: “I am delighted that we have been successful in securing the future of this ceramic factory with its long tradition of hand crafted ceramic pieces. Some of the potters, who have worked at this site for many years, have a skill passed down from past generations and long may it continue while there is still a market that requires these quality British made products.”

Surjit Kooner, investment director of Midven, who oversaw the firm’s investment, said it was great news for the Staffordshire Potteries – and the UK as a whole.

“This is a sector in which this region excels – and it is great news that not only have jobs been secured but that the company’s prospects are looking bright. Silverdale will be operating from a well laid out manufacturing facility producing high quality, hand crafted products with an industry experienced management team,” he said.