B3 Cricket have partnered with cricket specialist AJ Sports to enable B3 to reach more players in the South and enable them to experience the unique quality and choice offered by B3 Cricket.

Since our formation in 2012, B3 have worked predominantly directly with its customers selling via its website and Nottingham based factory and showroom. So why the change? B3’s Managing Director, Michael Blatherwick, explains the rationale…

“As we’ve grown in both size and reputation as a cricket bat brand, we are reaching an audience nationally and internationally. Our unique technology and ability to give amateur players the same service as a top professional, is now pulling interest from a worldwide audience,” enthused Blatherwick.

“However, the one thing that we constantly get from players further afield, is that they want to see and feel a B3 in their hands. That’s why we’ve done a bit of a U-turn and we are now building a trusted network of selected retail partners. Business is about growing, adapting and continuous improvement. We are confident this is a step in the right direction.”

About AJ Sports

Established in 1987, AJ Sports has gone on to become one of the most trusted cricket retailers in the UK with a focus on delivering a high quality and professional service. Their staff have all either played cricket or are currently playing cricket and understand the game and the equipment market inside out which was very important to B3.

“We very much felt a synergy with the AJ team. They’re a family business like us, they all play the game like us and they are passionate about giving great customers service,” said Blatherwick.

AJ Sports have 2 retail stores, their HQ in Clapham and another in Kingston Surrey which they took on in 2018 when they acquired the highly respected and long-established Fordham Sports in Kingston, Surrey.

They are proud sponsors of the Surrey Championship cricket leagues and the kit supplier for the Pakistan national team.

A Unique Custom Service

Initially, AJ Sports will stock the B3 Series range in both of their shops and online. They will display a range of Series shapes across a variety of grades and weights so that customers experiencing B3 bats for the first time can get a real feel for the B3 difference and what’s available. In addition, for customers who want something made to order, they will be offering B3’s fantastic Custom and Bespoke bat services.

“We have been impressed with B3’s growing reputation in the industry for giving amateur and young cricketers an incredible choice when it comes to getting a bat that’s just right for them. The quality is outstanding, and their manufacturing approach is both unique and very impressive,” commented AJ Director, Abid Jafri.

“We will be able to offer our customers a great choice in store but if they can’t find what they require, we also have the option of the B3 Custom service. This enables the player to configure their own bat and it will be delivered within 5-10 days”.

In Store Now

A range of B3 bats are now in store at AJ Sports (Clapham) and AJ Fordham’s (Kingston) so why not go along and try a B3 belter for yourself. The Series range starts at just £190 for a 1 Stripe (Grade 3) and goes up to £390 for a top of the range (3 Stripe). Junior bats start from just £100 and all B3 bats come with a 12-month manufacturer’s warranty.

Left to Right: Abid Jafri (Director AJ Sports), Michael Blatherwick (M.D. B3) and Ali Jafri (Owner AJ Sports)