THE move from traditional shop to online sales has been a defining theme in the retail sector over the last two decades. Some retailers have had better fortunes than others in making the change, while some (Morrisons springs to mind), have only recently moved into the arena for the first time.

Direct Soccer, the Dundee-based football kit supplier, wasted no time in seeing the potential of online sales, and is reaping the rewards for it. Indeed, the decision of owners Bryce and Joyce Gibson to switch the entire focus of their sports retailing business from shops to e-commerce has proved to be the very making of their company.

Direct Soccer began life as a traditional retailer, building up a group of three stores in its native Dundee. But the serious growth has come as a result of moving exclusively online, which came in 2002. It turned over £2 million last year and has ambitions to lift that to £5m by 2020.

Moving online is only part of its successful formula, though.

Rather than compete with the likes of Sports Direct and JD Sports in the world of general sports merchandise, it has carved out a successful niche in supplying strips (manufactured by big name brands) to local, amateur and youth teams and providing them with a personal touch through its embroidery service. And it supplements that by providing a range of ancillary equipment that grassroots football teams require, with everything from corner flags to goal nets available to order on its website.

Direct Soccer may not be the place to buy the latest Manchester United or Real Madrid replica top, but it is arguably giving the local communities a serves a more valuable service, while creating a very strong business in the process.