Qualceram Shires plc, which has an acrylics plant and warehouse in Bradford, has announced a series of alliances with European firms.

The firm, which has its head office in County Wicklow, Ireland, manufactures ceramic bathroom products.

The firm, which employs around 150 staff in Bradford and has a turnover of £99 million, is set to to enter into a number of strategic alliances with European ceramic manufacturers.

It has also announced that it is to enter into consultation with employees' representatives to get up to 95 redundancies at its ceramic production plant in Hanley, Stoke on Trent.

John O'Loughlin, chief executive of Qualceram Shires said: "The initiatives outlined today will ensure that our customers' service levels are met into the future at an appropriate cost base.

"Whilst it is regrettable that redundancy is necessary, the group must be in a position to guarantee supply of product to our growing customer base. By building strategic partnerships with European suppliers, we are confident that we will have the flexibility to meet the requirements of our customers."

The firm will also be increasing its output at its production facilities in Longton, Stoke-on-Trent and Arklow, County Wicklow.

The ceramics plant in Hanley is the group's second largest production facility, employing 207 staff.

The plant currently produces 500,000 pieces per annum. The plant in Longton is the group's largest facility and employs 190 staff. The plant produces 600,000 pieces a year.

Established in 1988, the company now supplies "everything inside the bathroom door".

The Shires group of companies, acquired by Qualceram in September, 2000, is long established in the bathroom industry.

Founded in 1934, the group now includes two sanitary ware plants in Stoke-on-Trent, a shower enclosure factory in Rochdale, Lancashire, and a fireclay and terracotta plant in Darwen, Lancashire.

The Qualceram Shires group employs more than of 1,000 people between Ireland and the United Kingdom.