The company built a new giftware factory for a range of table lights where Swirl and Contour Coordinates were produced.  Then a large building designed to house part of the Peter Black Vintage Car Collection was added to Hornsea Pottery Leisure Park.

Freestyle Kitchenware followed, and a range of beakers including Florence, Romany and Ophelia, designed and packaged to appeal to a more ‘up market’ customer. 

In order to engage Sue Winspear, a designer with Marks & Spencer connections, Hornsea Pottery had to create a design studio in Stoke at a reputed cost of £750,000.  The ‘New Era’ team designed Ophelia then Palladio, Ascot Rose and Paysanne ranges of sophisticated tableware and giftware ideally suited to the life-style of the day.  After four years, a massive investment and many new ranges, the company made a profit of £14,000 – a poor return on a £4.3 million turnover.  The business was then sold to James McDonald.