An online leisure retailer from Herefordshire is benefiting from the internet sales boom after improving its revenue by nearly a fifth.
M&M Direct, which employs 470 people, showed a 19 per cent increase in revenues for the year beginning March 2005 to February 2006, from £45.4 million to £53.8 million.
As well as its internet site, Leominster-based M&M Direct issues five major catalogues per year.
UK consumers bought £8.2 billion of goods from websites last year which was up 28.9 per cent on 2004 - close to the £9.4 billion spent on the High Street.
Chief executive Mike Tomkins said: "I am very pleased with these results which go a long way in reflecting the enthusiasm, skills, commitment and hard work of the executive management team and all the staff."
These results follow the company's decision earlier this year to remove 'Sports' from its name when re-branding to become M&M Direct.
Mr Tomkins said the traditional sports products no longer have the kudos they once enjoyed.
In general he feels that the sports market has become overwhelmingly price-driven.
The demand for more lifestyle products is greater, and remains a firm favourite with the typical M&M customer.
Mr Tomkins said: "Our new financial year has also kicked off well."
Jim Quantrill, relationship director at Barclays said: "Whilst the general retail trading environment is tough, and even more so for the clothing sector, M&M have had a good response to their England World Cup range."