THE new owners of world-famous pram

manufacturers Silver Cross aim to make the Guiseley company a market leader again, they claimed this week.

Speaking to the Wharfedale Observer at her base in Bolton, director at The Design Company, Joan Spours, outlined what she hoped will be the way forward to reviving the Oxford Road factory.

And she said she was excited and optimistic for the long-term prospects of Silver Cross and revealed that a major new Silver Cross pram range would be launched at the Harrogate Pram Fair in April next year.

Mrs Spours also said the company was committed to continuing to manufacturing prams in Guiseley and said The Design Company had a commitment to the community and workforce.

And she revealed that Silver Cross has been further boosted by recently securing a distribution deal in the United States - and is looking to expand its overseas distribution network into Europe as well.

It is welcome news for the Silver Cross and its workers who have endured a roller coaster ride in recent years.

In 1999 the company's future was plunged into doubt when it went into administrative receivership with debts of more than £4 million and 70 workers were made redundant. It was then taken over by a team of Oxfordshire-based investors who were unable to turn the business around.

When the Design Company took over in September, 22 workers were made redundant.

But Mrs Spours said: "Manufacturing is at the foundation of the Design Company, that is why Silver Cross fits in so well with us - we are well-respected manufacturers and we're not just interested in the Silver Cross name.

"We are employers of integrity and we look after our workers. We have no intention of moving from Guiseley, manufacturing will without doubt continue there and given the progress already made we see no need for future redundancies in the mill.

"We want Silver Cross back as market leader - that is our ultimate aim, but we're starting almost at the beginning.

"We are business people and the business has to be financially viable first, and we think we have achieved that. We've also got a strong

management structure in place and we are already making good progress."

Expanding into foreign markets and a new range of quality prams are just the start of

getting Silver Cross back on track. New product ranges carrying the Silver Cross logo are planned, including bedding, furniture and

possibly toys, and a new team-working ethos has been instilled in mill workers.

Mrs Spours said: "This year we are looking at a period of stabilisation and consolidation and next year we will drive Silver Cross forward and hopefully get some steady growth - and we are confident that we have got a good business in the long-term

"People at the factory have been very co-

operative, efficiency is improving and we are pleased with things so far, but there is a lot of hard work to do. In 12 months time we expect to be in a considerably stronger position."

Mrs Spours added: "We are aiming to build up Silver Cross - the demand is already there."