Opttiuuq Cricket
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Opttiuuq Cricket History


Sports is about winning and being in front – the brand UPFRONT was born out of this ethos of being the best, the first and winning.



Upfront Sports was founded in London in the summer of 1988. It was originally a general sporting goods store catering to serious sports participants. Almost all the major sports were covered. Upfront staff soon gained a reputation for outstanding product knowledge backed by first class customer service. Even though the internet did not exist in those early days our reputation and reach spread well beyond London. 



With the arrival of the internet we went online in 2001. Our products were now reaching an even wider audience.  Not only were we shipping to all corners of the UK we also began receiving orders from North America and Europe.  The management of Upfront, either played or were involved in cricket, so this is where their passion lay and cricket products was the strongest sector at Upfront. By 2002 most of our business was coming from the internet so the decision was taken to close the sports store.



The decison to specialise in Cricket was taken in 2005. Some of the staff at Upfront became ECB Cricket coaches and the Upfront Cricket Academy was launched. The development of Upfront Cricket was further aided by deploying a nationwide network of ECB coaches. The brand was further enhanced by running the Upfront Twenty20 Tournament for three years.



The DNA of the brand has always been very strong.  The core values of UPFRONT are: fit for purpose...high quality...value for money...aesthetically pleasing designs. Superb products coupled with great customer service puts UPFRONT well ahead in a winning position. Our three online platforms achieve a positive feedback rate of over 99.5%. Over the past year we have re-branded, improved our infrastructure and built this slick new website.  Not surprisingly the growth of UPFRONT actually accelerated during the recession years and the current growth, during these austere times, can only be described as phenomenal.



In 2016 we chnaged our brand name to OPTTIUUQ.

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Registered Address. Opttiuuq Ltd, Relans, 1st Floor, 65-67 Wembley Hill Road, Wembley, HA9 8DP. UK.

Phone No. 07459 74 5257 - Company VAT No. 254 4158 09

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