Takeover opens up new fronts for rugby clothing brand

A MIDLANDS-based rugby clothing brand has been snapped up by an international fashion firm as part of plans to expand its business division.

Lyle and Scott, which has a flagship store in London’s Carnaby Street, has acquired Front Up Rugby as part of its UK and global expansion plans.

No monetary value has been put on the deal.

Front Up Rugby, which is based in Sutton Coldfield, designs and sells T-shirts, rugby shirts and polo shirts through its own website as well as having UK accounts with House of Fraser and Debenhams.

Lyle and Scott will look to upgrade and improve the company’s online platform as well as its supply and sourcing strategy and also plans to launch a new World Cup 2015 range which will be available from January.

Front Up founder Jon Allen will now join Lyle and Scott as its sports marketing manager with a focus on driving its wider sports business forwards.

He said: “Front Up Rugby will benefit greatly from its association with Lyle and Scott. It is one of the UK’s leading men’s sports fashion names and I’m looking forward to seeing the brand continue to grow.

“The brand was well-suited to meet the needs of Lyle and Scott’s expansion plans and I’m happy to come on board as the sports marketing manager where I will focus on growing the Front Up Rugby business as well as the company’s golf and sports division.”

Accountancy and advisory firm Poppleton and Appleby, which has offices in Birmingham, Coventry and Wolverhampton, assisted with the sale.

The firm’s Andy Turpin said: “With the Rugby World Cup just around the corner, Lyle and Scott saw a great opportunity to expand their reach and launch a new rugby range.

“This sale will give Front Up Rugby far more support in developing its brand, while Lyle and Scott will move firmly into rugby which is ideal with the World Cup tickets just being launched.”

The acquisition forms part of Lyle and Scott’s five-year growth ambition and the firm recently restructured its divisions to include footwear, vintage, accessories and sports.

Philip Oldham, CEO of Lyle and Scott, said: “We have been looking at a number of opportunities to broaden our business and expand further into sportswear markets.

“Front Up Rugby posed a significant opportunity not only for the Rugby World Cup of 2015 but for our longer-term business within sports lifestyle markets.”