China firm Waterford Wedgwood and Royal Doulton's factory premises could undergo a £25m redevelopment.
WWRD, the company behind the firm, has announced plans to upgrade the Barlaston site in Stoke-on-Trent saying it shows commitment to staying in the area.
The Wedgwood Visitor Experience will also be expanded and upgraded.
A spokesman said the upgrade would safeguard 500 existing jobs and create 100 more.
Executive vice president Anthony Jones said it was a "bold decision" to transform the Wedgwood estate.
"By building new state of the art facilities we can continue to develop a strong Wedgwood business in the Potteries and commit to creating and safeguarding a significant number of jobs," he said.
The firm will start to consult on its plans and then submit a planning application later in the year.
Mr Jones said he was optimistic the plans would go through.
He also said some of the estate would be sold off for housing to help raise money for the redevelopment.
"There is an acknowledged need for high quality housing in Stoke-on-Trent," he said.