Interesting to note peoples opinions on Choice. My club winter nets at Redbourn there and I know the owner (Gary) quite well. Their bats are by far the most popular brand in the Hertfordshire leagues. They do a fantastic custom service, as well as replicating favourites etc and as far as I know they are all claimed as "proudly made in Hertfordshire". In fact, they hardly do any stock or off the shelf bats as most of the bats at the store are customs waiting for pick up from the aspiring Lara's of the world.
I have just (last Saturday in fact) purchased a new one of their bats due to the Millichamp finally succumbing with their great new retro feel stickers. Had a net and its quality as per usual (I had another one a couple of years ago, and it was great too!). Curiously it was a random "stock" bat they had made for the new photo shoot for the new catalogue. Weighs in a a monstrous 2.13 with 2 grips, facing etc but picks up like a 2.8 which I ususally use.
The one thing is I cant shake the feeling that they either are supplied with clefts from Hunts, or their pod shaver was apprenticed there as they seem to share the same shoulder styling! I also wish they would sort their web-site out as it would go along way to building their reputation and image!