Lyle & Scott has bought Front Up Rugby as it looks to expand the sports division of its business.
Front Up Rugby sells T-shirts, rugby shirts, polo shirts and hoodies through its own website and also has UK accounts with retailers including House of Fraser and Debenhams.
Lyle & Scott has said it will look to upgrade and improve the online platform, supply and sourcing strategy and strategic partnerships, and will also release a new World Cup 2015 range which will be available to trade from January 2015. A price for the purchase of the brand has not been disclosed.
Jon Allen former founder and managing director of Front Up, who was previously understood to have been seeking an investment partner for the business, will join Lyle & Scott as its sports marketing manager with a focus on driving its wider sports business forward.
In May Lyle & Scott restructured its business into vintage, footwear and accessories and sports business units to support its plans for UK and international expansion.
Chief executive Philip Oldham said: “We have been looking at a number of opportunities recently to broaden our business and expand further into sportswear markets and Front Up Rugby posed a significant opportunity not only for the Rugby World Cup of 2015 but for our more longer term business within sports lifestyle markets.
“Lyle & Scott are committed to growth and acquisition is a viable tool in today’s market given the internal strength of system and people Lyle & Scott have on board at present.”