Brian Astley, ex-managing director at Leagas Delaney, is seeking backers for a planned new range of stores specialising in outdoor clothing and equipment.
Astley has formed a public company to raise funds for the venture, to be called Astley, the Family Store for the Great Outdoors. His backers include Keith Miles, finance director at clothing chain Etam, who has put up 10,000 of his own money and Ray McGhee, former marketing and sales director at Derwent Valley Foods – bought by United Biscuits last year – who has pledged 100,000.
Astley plans to open his first shop next April, and aims to have eight stores within the M25 area before rolling out nationally.
“The focus will be clothing, footwear, and equipment. It’s for everyone who enjoys the outdoors, and prices will be in the middle to upper range – the Racing Green territory,” says Astley.
Astley left Leagas Delaney last year. He has also been a director of Saatchi & Saatchi, which will handle his company’s communications.