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It is adding swimwear and accessories to its range and launching team kit for women footballers.

The brand, which until now has only been available through sports stores and football clubs, is in talks with high-street fashion retailers such as Miss Selfridge, Top Shop, House of Fraser and Debenhams. It has signed a deal to supply clothing to Littlewoods' sportdotty.com web site, with clothing available on the site later this month.

Footie Chick has linked with clothing manufacturers Thumbprint and VMC to supply swimwear and branded accessories. These will be sold alongside Footie Chick's fitted T-shirts, long-sleeved tops and vests. Thumbprint already supplies House of Fraser and Top Shop, among others. The playing kit range will be available by next summer.

The brand is also in talks regarding the manufacture and branding of women's football boots.

The company is hoping to secure credibility among women footballers by promoting the brand through Fair Game magazine, the women's football bi-monthly.

Ex-Reebok sales director David Brint, managing director of Footie Chick, said: "Our target consumer needs to feel she has found the brand, rather than the brand coming to her."

As part of the brand's campaign to involve female footballers throughout the UK, it has launched a national competition to find the face of Footie Chick via women's football clubs across the country. The final will be covered by a national newspaper.