About Us
Newbery Cricket is a leading cricket goods supplier based in Lancing, West Sussex, where we house our showroom, offices, 3,000sq ft warehouse, and state-of-the-art cricket centre. A heritage brand woven into the fabric of the English game, Newbery is renowned for crafting premium, handcrafted English willow cricket bats. Alongside our celebrated bat-making tradition, we are an emerging force in the global cricket ball market and a proud supplier to the England & Wales Cricket Board across the professional game.
Newbery Cricket began in the early 1900s in East Sussex, England with Len Newbery, a master craftsman with a passion for precision and quality. His dedication was passed down to his son, John Newbery, who founded John Newbery Ltd in 1981, establishing a legacy that revolutionised the world of cricket bats. Known for his groundbreaking designs, such as the steel spring handle, John Newbery earned the nickname "the Picasso of cricket bats."
Throughout the 1990s and 2000s, Newbery Cricket became the brand trusted by the game’s elite. Even behind sponsors' logos, our bats were often the first choice for top players. Legendary lines like the Master and Mjolnir Series were widely recognised across the UK and the world, establishing Newbery as a leader in craftsmanship and design.
In 2024, Newbery launched its Brand Reset five-year business plan, a bold strategy focused on providing world-class cricket balls to leagues and governing bodies, delivering high-quality teamwear to clubs and nations, and continuing to supply premium handcrafted English willow cricket bats, soft leather goods, and accessories synonymous with the Newbery brand.
Brand Promise
Mission: To produce premium handmade cricket equipment at an affordable price.
Values: Our customer is at the centre of every product we supply.
- Deliver products that meet the highest standard of craftmanship
- Ensuring affordability without compromising on quality standards.
- Prioritising the needs of players, leagues and partners.
Our Promise:
- Our top-grade English willow bats are handmade in the UK by master bat makers.
- All of our English Willow bats are made from genuine English Willow, never substandard or alternative materials. We also offer Kashmir Willow bats, which are sold separately as their own distinct product range.
- We believe in honest willow grading. Our new 2026 simple numbered grading ensures you receive the finest possible bat for the price you pay.
- Our cricket balls are made in India, allowing us to keep prices fair and accessible. We don’t add minimal UK finishing to claim “Made in England”.
- Our overseas partners all sign agreements that ensure ethical standards, safe working conditions, and responsible manufacturing. They undergo regular quality assurance visits to verify compliance with these standards
Have a question about Newbery products? Contact Us.
The Newbery Story
From humble origins in the early 1900’s in East Sussex, England, through to worldwide accolades. The Newbery heritage combines tradition, legends, innovation and master craftsmen.
The Newbery story begins with Len Newbery, a highly skilled bat-maker and master craftsman, naturally he passed down his highly skilled legacy to his only son, John Newbery, who carried-on the skill with great success.
Together, their Newbery philosophy, the English heritage, their passion and legacy is still used and is emphatically understood today.
After much hard work and success in his field, John founded John Newbery Ltd in 1981, perfectly encompassing those traditional skills and master craftsmanship within his work. As master batmaker, he created innovative and experimental bat designs with skill and success. It was John Newbery who was responsible for developing products such as the steel spring handle-a significant cricket bat innovation at the time. It wasn’t long before his reputation soared and his skills were revered worldwide.
"It’s the Newbery processes, which set us apart from many manufacturers–specifically the pressing of the willow"
As John Newbery successfully grew the business, unfortunately his health began to deteriorate, but with passion fuelling both his business and his vision, he kept going. Sadly, John Newbery died in 1989; since his passing, he’s known as the Picasso of the profession.
As you’d expect with first-class heritage, their philosophy remains the same today; whereby quality and performance of product, together with style always comes first.
Newbery cricket bats begin their life as willow trees; these are carefully selected with each cleft individually assessed. Once it’s been favourably judged for its weight, grain and performance, it’s then chosen. It’s the Newbery processes, which sets us apart from many manufactures–specifically the pressing of the willow. Skill is required for every cleft; each requiring a different amount of pressure per square inch, to ensure optimum performance is gleaned. Each bat is given its character by the master craftsman who cuts and shaves the willow to a specified weight and balance, to make the best out of each cleft. The shaping and balancing of Newbery bats are done by hand and eye; it takes experience to get this right.