By the 1890s, the company had shifted from retail to wholesale operations and started working on design improvements for the pottery and porcelain ware, which had become one third of its business.

Most of the company’s early wares carried one of the various “Nippon” back stamps to indicate its country of origin when exported to Western markets.

[5] Today, many collectors agree that the best examples of “Nippon-era” (1891–1921) hand painted porcelain carry a back stamp used by "Noritake" during the Nippon era.

In May 1925, Morimura-Brothers entered into a sole agency agreement with CTR (which had been renamed IBM in 1924) to import the Hollerith machines into Japan.

[4] Other products currently manufactured by Noritake, also derived from its core tableware manufacturing technologies, include thick film circuit substrates, engineering ceramics, ceramic powder, and vacuum fluorescent displays,[8] as well as heating furnaces and kilns, mixing technology, filtration systems, and cutting and grinding machines.

The brand has worked together with the airline and Australian designers such as Marc Newson[10] and David Caon[11] to create a crockery range for Qantas International First and Business.