Cricket Direct: Kitting out cricketers worldwide for over 25 years

The Cricketer finds out more about Cricket Direct, the pioneers of online cricket shopping

The world was a very different place in 1994. The iPhone was over 10 years away and the West Indies, led by Courtney Walsh, had a world-beating side that included current coach Phil Simmons and youthful duo Brian Lara and Shivnarine Chanderpaul.

Attitudes towards shopping were different too. The high street was still king, brilliant for those living in towns and cities, but those who were more remote, or overseas, had less access to the best cricket equipment available.

This was the motivation behind Cricket Direct when it was launched in May 1994.

It cannot be stressed enough, to our younger readers particularly, how new the internet was, and how little thought was given to the idea of online shopping. Cricket Direct and their online offering truly was ahead of its time, and hindsight has since emphatically told us how brilliant a decision this was.

The world now shops online, and Cricket Direct truly were pioneers of cricket’s corner of the web.

Fast-forward to 2020 and Cricket Direct are still providing a large selection of the best equipment at affordable prices.

All brands are stocked, from the major manufacturers such as Gray-Nicolls, Gunn & Moore, Kookaburra, New Balance and Adidas, world-reputable brands such as MRF, Ton and DSC, and smaller manufacturers like Keeley, PR and Trident.

^{Cricket Direct's wide range of bats covers major manufacturers and boutique brands}

On the site, bats are categorised by brand but also more refined groups, such as bats suited for T20, lighter bats and great value blades for children and adults. With worldwide delivery the game truly is available to all.

However, Cricket Direct could not escape the effects of this summer’s lockdown, and initial lack of cricket.

Not to be deterred though, prices were slashed as low as they could go so that when cricket did return all could get involved. Particularly for those looking to start playing the game, or resume playing after time away, the cost of equipment can be off-putting. The fear of spending hundreds of pounds on kit, then performing poorly or not even getting a game is a very real one.

Reducing cost is just one way of welcoming players to, or back to, the game. That three-ball duck will hurt a little less if your new bat didn’t cost half a month’s salary.

Cricket Direct understand the importance of picking the right bat. Their top tips are:

• Identify the correct size – the online bat size guides, that are specific to each brand, are helpful tools
• Ensure the bat is the right weight – 2.8-2.9 lbs is the most popular range but it is purely down to personal preference
• Pick a bat shape to suit the style of your batting and the conditions you are likely to play in – this includes the position of the sweet spot
• Know how much you are willing to spend and find the best option within that bracket
• Reputable brands tend to have consistent quality and value

But it is not just new players that Cricket Direct serve. Lockdown started as cricket was on the cusp of going outdoors, and when this was taken away there was a strong appetite for cricket at home.

And Cricket Direct were on hand to help, with sales of bowling machines, nets and cricket sets soaring. The dream for every young (or experienced) cricketer is to have the facilities to play at home. With Cricket Direct this dream was possible.

^{Bowling machines have been particularly popular this summer}

Bowling machines at all price points were stocked, from the market-leading BOLA machines used by professionals through to the more cost-effective Heater Slider machine. The Heater should not be sniffed at though, with speeds going up to 60mph – for us amateurs that is a lot faster than it looks on TV!

With all this choice at our fingertips online, it is easy to forget that the joys of buying cricket kit in person.

The Cricket Direct store is based in St Albans, Hertfordshire open six days a week. While online size guides and recommendations can be useful there is nothing quite like heading into the store and being met with a wall of bats, pads, bags, helmets and anything and everything else you may need.

This, combined with the experience and knowledge of the staff, means you will be walking out of the shop with a top product with years of runs to be had.

The game has changed immeasurably since 1994 but Cricket Direct have been a constant. Cricket may have evolved but they are evolving with it and they must be doing something right, as cricketers of all ages and standards keep coming back for more.

To view Cricket Direct’s wide range of cricket equipment, visit www.cricketdirect.co.uk

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