The chief executive of reborn pram company Silver Cross today revealed the firm's five-year plan to reclaim its place as the UK's number one nursery products manufacturer.

Since the firm was relaunched from a new manufacturing base in Bingley in April, it has seen demand exceed all expectations.

There is now a six-week waiting list for Silver Cross's Balmoral and Kensington brands and the firm's toy range has completely sold out for 2003.

Today chief executive Nick Paxton said he was delighted with the success of the business.

Only last year it appeared Silver Cross had no future after the original Guiseley-based business went into receivership following financial irregularities at its then parent company.

"It is going fantastically well," said Mr Paxton. "We have had a tremendous reaction to the rebirth of the product. We are forecasting increased demand for next year and our programme with export customers, particularly in the USA, is going exceptionally well."

At its height the old firm employed more than 100 staff in Guiseley.

The new company currently employs 12 staff at the manufacturing plant in Bingley, six at its Skipton headquarters and 18 at its parent firm in Fleetwood, Lancashire.

Today Mr Paxton said the firm's five-year plan aimed to restore Silver Cross as a market leader, with plans to expand the range into other nursery-related products such as furniture.

But he stressed the type of jobs created would be different from those in the old Guiseley plant, which was heavily labour intensive. "We will certainly need to continue to grow our design staff, engineering expertise, customer care and sales staff," said Mr Paxton. "We have an aspiration to bring Silver Cross back to being the number one nursery products firm."

He said the company was on course to produce about 7,000 products in nine months of production this year. "The success has surprised us," admitted Mr Paxton. "We knew we had a very strong brand and a unique product, but we are also pleased with our new lines as we don't want to bring the range back just for nostalgic reasons." Hollywood stars including Catherine Zeta-Jones, Victoria Beckham, Sarah Jessica Parker and Brooke Shields have all been spotted pushing Silver Cross prams.