Insider Media Limited

A Sutton Coldfield rugby clothing retailer which received a six-figure cash boost from angel investors has revealed to Insider plans to grow the brand across the UK. Front Up Rugby, which recently secured a deal with high street retail giant Debenhams, is set to target the UK's most popular 'rugby cities' after recruiting England star James Haskell to its board.

Front Up Rugby was founded in 2008 by Jon Allen after he spotted a "gap in the market" for rugby clothing aimed at 16-30-year-olds.

The company now operates three stores in Covent Garden, the Westfield Centre in London and Bluewater Shopping Centre in Kent. It also has a deal with Debenhams as one if its concessions brands.

Allen told Insider the company secured the six-figure investment from ten investors operating in the Angels Den network, three of which now work "closely" with the company.

He said the cash boost had helped the company develop its website, recruit more staff and would go towards increasing its network of UK stores.

"We're now targeting all the UK's main 'rugby' towns and cities," he said. "Places like Leicester, Bristol, York and Cardiff are all hopefully places we'll be able to set up in as we grow the brand further."

The company produces polo shirts, hoodies and T-shirts but will develop a summer range early next year, confirmed Allen. He added that Front Up would also look into establishing a womenswear division and potentially branch out into other sportswear.

"We would ultimately like to become a leisure brand having begun with rugby," he said. "But we want to become a known label first and then look to grow in other directions – we've also thought about launching the brand abroad, but again, want to become firmly established in the UK first."

He said that the inclusion of Ricoh Black Rams & England international rugby player James Haskell had also helped to boost the club's profile.

"James has come on board as an executive director – he's currently out in Japan so hopefully he can begin getting some good contacts while he's out there, and help grow the business that way," said Allen.

He added that Front Up Rugby's predicted turnover for the year ending December 2011 should top £500,000.