Ideal Standard has unveiled details of its new brand strategy and a portfolio of new products to be rolled out through 2011.

It said a major focus is the company's approach to design, saying there will be greater emphasis on developing products driven by consumer insights and the differing needs of consumers within the bathroom.

This news comes just weeks after the company announced it was in discussions to close its Middlewich factory with a predicted loss of 249 jobs, 20% of Ideal Standard's UK employees.

This new direction is part of a wider strategy that will be rolled out across Europe, representing a €40 million (£34.2m) investment. Ideal Standard's UK managing director Keith Boad (pictured) said: "The roll-out of a new brand strategy is an important milestone for Ideal Standard. We will be making a significant investment in the brand."

The company also said it hoped the new strategy and approach to design would change perception of Ideal Standard as a maker solely of ceramics and help cement its position in the market as a complete bathroom solution.