There's been a wind of change at Ercol since the renowned furniture company moved from High Wycombe to the ultra-modern £20million workshop and showroom in Princes Risborough, known locally as Pavilion in the Park.

The move, in 2002, reinforced the company's long-term commitment to furniture manufacture in the UK at a time when consumers were turning their backs on quality in favour of foreign mass-produced quantity.

It was an enormous gamble which seems to be paying off.

The public, which were switched off by the pipe and slippers Ercol image, are now turned on by a thoroughly modern new range of furnishing called ercolani' which appeals to young professionals kitting out their homes for the first time and families brainwashed by countless home makeover television programmes.

New chairs, tables and cupboards feature in this stylish range which has a mid-market price tag and popular solid ash styling. Time will tell if the price drop is sufficient to compete with ever increasing numbers of cheap imports. Early signs are promising with reported interest from department stores and 200 independent retailers.

Ercol claim sales are soaring for recliner chairs in particular. Lucian Ercolani, the Italian immigrant who founded Ercol in the 1920s would have approved of keeping in step with changing style and fashion something critics of Ercol never thought would happen.

Edward Tadros, Lucian's grandson and current chairman said: "Now launching ercolani' in 2005 is a celebration of the continuity of Lucian's founding principles of integrity in design and craftsmanship married with today's technology of manufacturing expertise. Every piece is made by furniture makers who understand wood."

Apart from this new development, Ercol courageously teamed up with top designer Margaret Howell who dipped into long-forgotten classic collections of the past knowing they would appeal to designers seeking retro chic.

She has been selling vintage pieces from her Wigmore Street showroom in London, since 2002, but is now said to be the company's trusted pair of eyes instigating last year's reissue of five of their classic pieces from the 50s, including the Love Seat, Trio nest of tables, Plank Table and cute Butterfly chair.

Although these pieces were designed half a century ago, they haven't lost their charm.

Fashion and design editors from the glossy mags are turning to the traditional furniture manufacturer to fill their columns. Suddenly, Ercol is cool.

Ercol has also worked with International designers Terence Woodgate, Antonio Citterio and the late Fred Scott, to produce contemporary designs.

A contemporary collection called Latitude has caught on. This year sees the addition of new woods, new oils and a colourful collection of recliners in modern colours.

The family have been heavily involved in the City Livery Company which issues Guild Marks. Edward Tadros is master of the Worshipful Company of Furnituremakers this year.

Lucian Erolani perfected the technique of steam bending wood in large quantities to form the famous Windsor Bow. He discovered how to tame elm, a wood other furniture makers considered impossible to work with.

Although the new factory is stuffed with computer aids, some of the processes are the ones Lucian perfected. Ash and elm is in short supply in Europe and the company sources wood from the American mid-west. It arrives in huge container loads.

Many craftsmen working in the modern plant still use traditional tools and are eager to join the 21 club of long-standing workers. To date it has 551 members.

Whilst design, innovation and modern technology have moved on, some processes remain the same. Ercol reckons it is the perfect marriage of latest technology with time-honoured craftsmanship.

There was the inevitable unrest at job losses caused by streamlining production. The company has had to accept mixed local publicity, especially at times of redundancies.

Prior to the move the company employed 350 in High Wycombe and now employs 252. It assures the Free Press that there are no plans for further cuts.

It was a shock to many when the company announced the move from Wycombe. But Ercol is proud of the new factory and welcomes visitors to its plush showroom which has plenty of space to show off new designs and family favourites.

Ercol dominates the solid wood furniture sector and attributes its latest success to investment in modern machinery, design and quality build.

This is good news for those who have seen redundancies at the factory and feared it was going down the route of proud names in the business which have bitten the dust.

It has won a stack of awards, including first prize in the SEEDA Sustainable Business Awards.

The factory, designed by Horden Cherry Lee Architects, continues to receive both design and environmental accolades.

All sawdust and wood waste is converted to energy in a purpose-built 2MW boiler. Noise emissions are negligible and the use of natural light is maximised. It is clear Ercol is also going places.