With England due to resume hostilities with Australia in the Ashes today, a Coventry company which specialises in custom made cricket bats has notched up an impressive half century of its own.
Since V Sports launched its new website - www.vsports.co.uk - 50 per cent of the company's new customers have come via the web with hundreds of orders coming in from around the world.
The Foleshill Road business, celebrating its 21st anniversary this year, specialises in producing custom made bats from English willow in its workshop on site.
Owner Vee Udeshi turned to Rugby-based web development firm Zarr Internet Services to create the new site, incorporating Zarr Retailer - a streamlined system allowing retailers to operate an instore retail system and a real-time stock control system.
Mr Udeshi said: "Half of our new customers have come through the website and hopefully it will create a lot more interest and business to go with it.
"I would really like to thank Hannah Reynolds and everyone at Zarr for helping us." Mr Udeshi and his bat engineers Richard Davenport have increased the number of bats they have sold from 400 to 600 a year since establishing the website.
Mr Udeshi said: "We can produce all sorts of bats to order. Some players who are a bit taller want bats with longer blades while others want different weights and balances on the bats."
Ms Reynolds, managing director of Zarr Internet Services, said: "Vee operates a highly specialised business manufacturing custom made cricket bats with traditional tools and techniques.
"What we've tried to do is fuse new technology with that tradition to help V Sports evolve."
Zarr was set up by Hannah and husband Mark in Rugby five years ago and specialises in databasedriven websites.