WEDGWOOD is poised to unveil its first new ranges in a year at an international trade fair as part of a global advertising campaign to re-launch the brand.

The Barlaston-based pottery brand will show off its products, alongside those of sister brands Royal Doulton and Waterford Crystal at the Spring Fair in Birmingham from today.

It will be the first time the company has hosted a display at the exhibition since the collapse of Waterford Wedgwood in January 2009 and purchase by private equity firm KPS to form WWRD Holdings.

The exhibition, which will see 21 new lines launched, forms a key part of the campaign to return to the world spotlight.

WWRD chief financial officer Anthony Jones said: "It's about saying, 'we're back'. This is the first time that the brands will have been shown in a coherent and cohesive way."

Among the ranges set to be unveiled at the five-day event include a new Gordon Ramsay dinnerware range called Maze, after the chef's London restaurant, and Nature's Canvas under the Wedgwood brand.

Mr Jones said the new products will demonstrate an emphasis on more casual ranges, which retain the Wedgwood hallmark of quality.

He said: "There is a shift towards more casual dining and contemporary pottery, but it will be of very high quality standards and present casual dining in a sophisticated way."

The products will be displayed at the Spring Fair before moving to the Messe Frankfurt show the following week.

WWRD is also finalising a global advertising campaign for the first time in at least five years.

It has spent around $250,000 on producing campaigns for Wedgwood and another $250,000 on Waterford Crystal.

News of the campaign comes two weeks after the group unveiled a new 25 million euros (£21 million) factory development in Waterford in Ireland.

The company is still carrying out restructuring, which will see the Wedgwood workforce drop to around 400 from 600, and concentrate on prestige ceramic and some fine bone china production at Barlaston.

The group expects to generate yearly sales of £255 million, with Wedgwood bringing in £63 million, Waterford Crystal around £74 million and the remainder brought in by Royal Doulton and others.

Garry Oakes, assistant general secretary at pottery trade union Unity, below, said: "There's been a downside in the jobs lost, but they needed to do that to get everything going in the same direction."

"Now the key is letting people know what they're up to."

The Spring Fair is a key trade event for companies in the so-called tabletop market for kitchen and homeware products.

Other firms expected to display include Burslem's Moorcroft and Moorland Pottery, Longton-based Aynsley China, and Fenton mug-maker Repeat Repeat.

Portmeirion, which employs 480 people in London Road, Stoke and Trentham Lakes, said it will be using the opportunity to promote its 50th anniversary ranges.

Read our round-up from the fair in Sentinel Business on Monday.