M&M Sports Limited, the Leominster-based online and mail order retailer specialising in discounted branded sports and leisure goods, has been the subject of a management buy out, led by ECI Partners.

In a statement this week, the company said it intended to build on its position as a dominant player in the market.

It intended to focus on the introduction of new brands and broadening its appeal to a wider and more affluent market.

M&M Sports is renowned for its solid relationships with leading sports and leisure brands such as Adidas, Nike, Reebok, Ben Sherman and Fred Perry and has become a market leader in the highly-fragmented but fast-growing market of sports and leisure clothing and footwear.

Mike Tomkins, who led the management buy-out team and will become the company's chief executive, said: "The attraction of this business is its consistent track record of profit growth and cash generation.

"I'm obviously delighted to have the opportunity to lead such a remarkable company into its next phase of growth and development.

"I very much look forward to working with all the staff at M&M Sports, managing director Mark Edwards and its founders Martin Churchward and Mark Ellis, who remain as non-executive directors, with a share holding in the business.

"Although M&M is a brand leader, I feel the blend of the existing and new management team skills will be able to unlock the enormous potential I believe this market holds for a company with our ambitions."