Steelite International has secured permission to construct a new industrial unit after telling councillors it wants to keep making pottery in the Potteries.

The Middleport-based firm has said the new building is needed to help the business grow – and it does not wish to move out of Stoke-on-Trent to do so.

The 6,172sqm two-storey development is earmarked for land at Newcastle Street and will include warehousing and processing space as well as a show room and marketing space, offices and meeting rooms. The land, which is enclosed by hoardings, is vacant following the demolition of 129 terraced homes and their former access roads, a report to Stoke-on-Trent City Council's planning committee said.

It added: "The site is located adjacent to the existing recent Steelite extension which was granted planning permission in 2013 and is now complete. The scheme would deliver significant and substantial urban regeneration which would support an existing major employer with a connection to the city's industrial heritage.

"The scheme has been modified through negotiations to try and assimilate it into the wider context whilst also presenting as a modern, visually interesting building which is fit for the applicant's commercial needs. It does not appear as visually jarring or discordant and the proposed materials used throughout are appropriate and suitable for the development's character and style."

Steelite currently employ 600 people and are looking to maintain and expand this number (Google).

Steelite's finance director Jon Cameron, who spoke in support of the application at Wednesday's meeting, said: "If you look at our site you can trace pottery manufacture back 150 years, including the last 40 with Steelite International. The proposed planning application represents an opportunity to expand our footprint.

"We want to maintain production for the next generation and there is no other option to do so. Going outside the area is not something we want to do – we want to make sure we retain pottery manufacture in the Potteries.

"We want to invest in Stoke-on-Trent and provide additional employment. We currently employ 600 people and we want to maintain this number but we need to grow.

"We are happy to listen to concerns from residents – we are a member of the community and we want to do our part for the gateway of the Mother Town. This is our opportunity to transform the other side of the road and keep Stoke-on-Trent being the home of the potteries."

Committee members voted unanimously to approve the application.

Councillor Ross Irving said: "I think this scheme overall is to be welcomed. We know the site has been empty for a considerable period of time."

Councillor Dave Evans said: "I think this is a good scheme. It's good to see that site brought back into use and it will create or secure jobs in the city by supporting business."

Councillor Andy Platt said: "Steelite is one of the remaining large manufacturers in the city. Someone told me there were more pieces of ware made in the city than there has ever been in history, but a lot of it is automated.

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