Men seeking to at least look as good as their sporting heroes are boosting business at an expanding beautician.

Mary Lawson-Evans, a director of The Henley Rooms in Stratford-upon-Avon, says men are increasingly taking a lead from football and rugby stars.

The Henley Rooms recently moved from Henley Street to larger premises in Windsor Street, with advice from solicitors Lodders, who are based in the town.

Ms Lawson-Evans said people generally were increasingly conscious of looking the part.

Women were keen to be at their best in front of colleagues and clients, and men - who represent about a quarter of customers - were getting the message at last.

"The male grooming side has really taken off," said Ms Lawson-Evans.

"Increasingly they relate to football and rugby stars that look good, and want to be the same. The likes of David Beckham and Jonny Wilkinson."

Ms Lawson-Evans said the new premises, on two floors, offered a more visual location.

The Henley Rooms offers treatments including skin care, facials, hair removal, tanning, make-up and massage.

Men can opt for an eye brow tidy, a manicure or perhaps a chest wax.

Steven Baker, a partner at Lodders, said: "We are very pleased we were able to help The Henley Rooms show a new face to the world.

"They are clearly doing well and I am confident they will continue to prosper."

The shop employs a total of four staff.