I've spent a few weekends selling at SCS on 2 of their sale events, and Sabre has always sold well - although that was with the older maroon stickers. Perhaps that was because it was a Somerset brand, and the shop had been pushing it more due to presumably high margins.
For all his worth though, Kevin has run a cricket shop for the past 7 years, distributed a brand nationally to retailers and is now giving his own brand a go. He's been there and done it in the industry, perhaps the gear isn't the best looking on the market - but at £250 for a cricket bat handmade in England it's not exactly a rip-off.
I'm not a massive fan of the graphics, but they're sticking very much with what worked in their own experience.