The rugby and former Strictly star Austin Healey has teamed up with his schoolfriend Ade Shannon to launch a men's online fashion business.
They are searching for backers through Ariadne Capital.
LabelSneak was launched last month and sells fashion and sportswear for men in "flash sales", with sales promotions running between three and 30 days.
Mr Shannon said: "Flash sale websites are usually aimed at the luxury end of the market and at women, but we are different. The feedback so far is good."
Brands sold include Nike, Adidas, Henleys and Paul Smith.
Messrs Healey and Shannon and another business partner have an equity stake in the business, but more backing is being sought to fund expansion.
LabelSneak began looking for backers at Ariadne's Entrepreneur Country networking forum.