Flintoff opens bowling at Europe's "biggest and best" cricket shop

England Lions coach Andrew Flintoff delivered the first ball a brand-new purpose-built cricket centre in the East Midlands for his long-time friend Andy Mitchell

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The world of cricket equipment retail is a tough nut to crack.

Rising willow prices, squeezed margins and wet summers can all make for miserable returns for those involved.

Andy Mitchell, from South Wingfield, Derbyshire, was acutely aware of the challenge when he and his sister Sharon opened what was originally named Mitchell Sports, in South Normanton, in December 1991.

An ex-police admin officer who then cut his teeth on the market stalls of the East Midlands, his two main passions in life are cricket and doing a deal.

^{Flintoff bowls the first ball at the new purpose-built Owzat-Cricket centre}

The shop, originally signed on a six-month lease, soon established itself as one of the premier retailers in the country; known for good customer service, expertise and value for money. 'Mitch’' as he is affectionately known, has never been afraid to try new things and was an early convert to online sales when the internet became "a thing" in the early 2000s.

The shop was re-branded Owzat-Cricket and its reputation grew beyond the region thanks to online shopping, retaining those key pillars of customer service.

Fast-forward 25 years and that shop has now evolved into a purpose-built cricket centre in Alfreton, taking over an old Argos store. Long-time friend and cricketing royalty Andrew 'Freddie' Flintoff was on hand to open the new building, described by the cricket trade as the biggest and best cricket shop facility in Europe.

^{The Owzat-Cricket team at the new centre}

"It's been quite a ride, admitted Mitchell, looking around at the hundreds of people gathered on opening night.

"To think when we opened the first shop in 1991, Ian Botham was still an England player and cricket was played in whites across all formats.

"Over the years, we’ve sold everything from key rings through to bats costing hundreds of pounds and, believe it or not, the odd football shirt and school blazer as well. We've employed more than 30 staff and made countless lifelong friends through the shop.

^{Andy Mitchell and his sister Sharon enjoy their dream coming true} 

"Opening a purpose-built indoor cricket school has always been an ambition, though. I remember a project when I was at school where we had to write down our dreams and mine was called Owzat-Cricket boasting indoor nets – and here we are, with my old mate Fred on hand to bowl the first ball in the nets and open up for the very first time.

"I'm so proud and would like to thank everyone that has supported us for our 34 years. We hope that support continues as we embark on this new adventure."

To find out more, visit www.owzat-cricket.co.uk