A soft toy designer saw pre-tax profits jump 18.6% to £2.4 million as investments in its ordering process reaped rewards.

Keel Toys increased revenues by 11.8% to £16.5 million for the year to the end of March 2015, according to its latest accounts filed to Companies House.

The third-generation family business, founded in 1947, designs cuddly toys which are manufactured in the Far East and then sold to blue chip clients from its distribution centre in Ashford.

The company, which employs about 55 people, has more than 500 products and 20 different ranges.

It is run by Keel brothers Richard, David, John and James, who serve as managing director, financial director, sales director and marketing director respectively.

Richard Keel said investments over the last five years in electronic ordering systems have helped boost profits.

He said: “Competition is quite fierce but we have invested in technology which keeps us ahead of the game.

“Five years ago we had people taking orders and posting them to us. Now customers can electronically transmit orders which means we can react quickly.

"This kind of investment runs into tens and hundreds of thousands but you see the benefit over the next four years. It is like an elastic band taking the slack and then it pulls and away you go.”

He expects this year to be equally profitable, although the company has suffered a double whammy on the currency markets, with a weak pound against the dollar, where it buys from most of its suppliers, and a strong pound against the euro affecting exports.

He added: “Given the right economic conditions, the company will remain profitable.”