The firm has declined to confirm the number of jobs at risk but by law a company is obliged to run a 30-day consultation period if it is proposing between 20 and 99 redundancies.
Johnson Tiles said the move is needed to combat the rising cost of raw materials and energy.
Managing director Stephen Dixon told the Stoke Sentinel: “Following a review the board has decided to reshape the company’s structure and business focus.
“The resultant changes are required to mitigate recent rises in energy and raw materials costs and at the same time recognise market uncertainty and weak consumer confidence.
“The changes will involve simplification of business processes, delivering improved service to customers.
“Regrettably these will result in job losses and job restructuring.”