Umbro cheered by World Cup demand

Sportswear firm Umbro eyed a World Cup bonanza today after reporting record demand for England kit and merchandise ahead of this summer’s tournament.

The Cheadle-based company said its 2006 order book from retailers for England licensed products was “building well” with demand for replica team kits and Three Lions products already ahead of last year’s Euro 2004 sales figure.

It added that sales of its England licensed product in 2006 were expected to be around 20% higher than in 2004.

In March, following Euro 2004, the firm reported record sales and profits, which it put down to demand for England products. Turnover rose 10% to £140.4m (€207m) and profits tripled to £15.4m (€22.7m).

In a statement to investors it said today: “The business is well positioned as it moves into 2006, a World Cup year, and the board remains confident of delivering increased shareholder value.”