Strong partnerships mean MR Cricket Hockey and Surridge Sport stay ahead of the game

Understanding the ever-changing needs of schools and cricket clubs gives suppliers the edge when it comes to finding solutions for both teamwear and individual equipment

PROMOTIONAL FEATURE

We all know how crucial building partnerships can be in any game of cricket. 

At MR Cricket Hockey, that philosophy extends away from the middle and into their retail shop – both with clients and suppliers. 

The East Anglian firm has recently celebrated 15 years of supplying kit to more than 180 schools and cricket clubs across the United Kingdom including one of the most prestigious private schools, The Perse School, in Cambridge. 

But how does such a partnership thrive for so long among the ever-evolving demands of cricket, where equipment is changing all the time and new challenges keep cropping up, such as innovations in the use of coloured kit and increased demand for women’s clothing? 

“Great partnerships with all our suppliers are key to making sure all the schools’ and clubs’ needs are met,” says MR Cricket Hockey director Merrick Fuller. 

“One of the strongest supplier partnerships we have is with Surridge Sport.

“We are heavily customer-focused and customer-led. If parents and pupils have any issues or questions they can email, phone or come into our store to try on uniform and equipment and get expert advice from all our knowledgeable staff. 

“The Perse School for example have continued using our services for almost 15 years because of the level of personal service we are able to provide to parents. Since securing the contract to supply, The Perse School has grown from 700 pupils to over 1,500. 

“We’ve adapted and grown with them, building trust and a great working partnership,” adds Merrick.

“We now supply all of their sportswear and uniform offering parents that one stop shop to make back to school purchases of sportswear, uniform and equipment as easy as possible. 

“We have been very focused to ensure that as well as great products and competitive pricing we keep customer service as the main driver of our business. 

“At MR Cricket Hockey, our staff are keen to help as many youngsters as possible to enjoy cricket from those who have a keen understanding and knowledge of the game and equipment to those who are new to the sport and just starting out on their cricketing journey. 

“If a beginner comes to us and clearly doesn’t need top end equipment we’ll try to find the right fit for them at the right quality and price. 

“We want any child to leave our shop with a product that’s right for them, so they can enjoy cricket without breaking the bank of mum and dad.” 

It’s not just with schools and clubs that MR Cricket Hockey needs to maintain a strong partnership - suppliers are key too, and Surridge is among the company’s strongest partners. 

And why not? With 150 years of heritage, supplying kit across more than 60 different sports, Surridge is a marketleading name – especially when it comes to cricket. 

“Surridge is always our number one place to go because our trust in the quality of their garments is extremely high, as well as their range of different price points,” says Merrick. 

“You know you’re getting something that’s going to last and feel good.” 

Surridge marketing manager Ben Robinson adds: “It’s a long-standing relationship and there’s a really good level of confidence between Merrick as a trader and us. 

“Both of us understand what’s needed by both the schools and the clubs – and that’s why we’ve been trading together for 10 years.” 

Surridge has also proudly celebrated an extension of its long-standing partnership as official kit supplier to Cheltenham College, which will have been established for almost two decades by the time the new contract ends in 2030. 

Since 2011, the firm has processed more than 60,000 orders and produced more than 500,000 garments for Cheltenham, both across its senior and prep schools.

Like MR Cricket Hockey, Surridge understands the need to change as cricket kit evolves. 

“We’ve got that heritage but we’re also giving it that modern feel,” says Robinson. “It’s about making sure we listen to the needs and desires of schools and clubs. 

“We want to be honouring that passion and giving some creative freedom to the schools to express themselves and show what they’re about.”

To find out more about MR Cricket Hockey, click here or call 01638 741611.