The man who will head up Hearts new-look retail operations from 1st August today admitted he's absolutely delighted with the club's dramatic new home, away and goalkeeper kits for 2010-11.

SRM director Richard Alexander, who has over 15 years of experience in the sports retail sector, knows that the new kit is sure to be a winner because pre-orders are flooding in already since this morning's launch.

Richard said this afternoon: "It was one of the first things we looked at upon agreeing our deal to come in to take over the franchise of retail operations at Hearts and I must say we were incredibly impressed.

"The new home kit is different to what we've had in recent years, but it's an absolutely fantastic nod to the club's unique history which is what makes it so special.

"I know from my own experience the extensive efforts that go in to creating a new kit, and it is clear what a huge amount of work, research and detail has gone into producing kits that look absolutely stunning - even more so in the flesh!"

Demand today has proven to be absolutely exceptional both in-store, online and via the mail order telephone line.

Find out much more about the new kit - including loads of pictures and the story behind the home design, here!

It's a kit that's got people talking and it's available to order right now via FOUR channels: