Grandparents are being targeted by a new website set up by a Henley-in-Arden businessman.
Tony Baylis believes grandparents in Britain and living abroad will be attracted by www.grandparentsclub.co.uk, an information and shopping site offering discounts and special deals.
Mr Baylis, based on High Street, Henley, has spent a lifetime in the insurance industry.
He said: “We went live in October but the Grandparents Club was formed in September 2007 by David Barnard who had been publicity officer with the Grandparents Association, a charity providing support and assistance for grandparents and grandchildren.
“Sadly David died in April last year but his family and co-directors have continued to develop many of his ideas.
“The website is designed to provide grandparents with a wide range of discounted products and services such as insurance, holidays, toys, books and clothes.”
Mr Baylis plans to give 20 per cent of revenues raised by the site to charities.
He was advised by Stratford-upon-Avon law firm Lodders to set up the company.