The RFU's commercial director Paul Vaughan is working on a business plan
for the stores, the first of which could open within the next year. They
will sell England-branded merchandise as well as products manufactured
for the clubs which play in the Zurich Premiership, rugby union's top
English league.
Vaughan said the extent of the investment and the number of stores had yet to be determined.
"We are working on a brand identity for the shops as part of the business plan,
he said.
Vaughan, who joined the RFU from sports marketing giant Octagon in 2000, is also hunting sponsors for a series of new secondary commercial packages.
The deals, worth around £1m each, will offer access to the Zurich Premiership, its member clubs, Twickenham and possibly the England rugby union team.
However, Vaughan said he had ruled out selling the naming rights to Twickenham.
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