Ultralase gets new markets in focus as it outlines growth plans

Tony Veverka, chief executive, said they were "always interested in opportunities" and they could decide to expand on the West coast of Ireland through an acquisition or a start-up. The Leeds firm bought Eye Laser Ireland in July last year, making it the largest provider of laser eye surgery in the Republic.

Mr Veverka, who was speaking as Ultralase's two-day management conference closed yesterday in Leeds, said however that the firm's focus was on its new products, new markets and its quest for "operation excellence".

Improving its rate of conversion from leads to sales would make a major difference, he said.

Last year the private equity-backed firm introduced Ultra Elite, a premium laser treatment which uses the latest technology. Mr Veverka said Ultralase had now sold 10,000 of these treatments, meaning it had more than 50 per cent of global sales.

It plans to build on the success of this and on its range of intraocular lenses, which do not require a laser and currently make up between two and three per cent of Ultralase's work.

"The treatments have been doing extremely well at hospitals and we want to convert three or four laser sites to full-blown theatres", Mr Veverka said.

He added: "The market should be quite tough but we expect it to be a bit better than 2009. Demand and consumer confidence are still a bit uncertain. We have a strategy for consistent and disciplined growth."

It wants to spend the rest of this year integrating the Irish business and improving the skills of staff across the whole firm, having committed to spending upwards of 250,000 on training for its staff over two years.

Ultralase's annual management conference saw Sir Steve Redgrave, the five-time Olympic Gold medallist, speak to senior staff on the theme of going from "good to great".

Mr Veverka said: "It was really good to hear him share some of his experiences."

Ultralase was turned around by Yorkshire entrepreneur Andrew Thirkill, a former advertising sales rep at the Yorkshire Post and Yorkshire Evening Post. He became a director and shareholder in 2003 after he was appointed by its venture capital provider to help turn it around. Two years later it was sold for 30m and in 2008 it went for 175m in a management buyout.