EWOOD chief executive John Williams today apologised to fans over the delay in the launch of Rovers' new replica shirts.

The club were hoping to have the new shirts on sale in time for today's Premiership opener against Sunderland at Ewood.

But, after a series of delays in production, the two new designs will not be in shops until the end of August at the earliest -- a situation which Williams admits must be very frustrating for supporters.

"We did delay our kit plans slightly with the change from Time to AMD as the sponsor so we knew that would make it a little bit late," said Williams.

"But Kappa had worked that into a programme which would still have had them here before the Lazio game.

"However, they have experienced a number of production problems because it's a complicated issue about where the shirt is designed, where it's manufactured and so on.

"So it's disappointing, to put it mildly, that they won't be here for our first home game.

"Therefore, I'd ask fans to bare with us because it really isn't our mistake, although I accept there was a lateness in the decision process because of the AMD deal.

"At the end of the day, I don't want to criticise our commercial partners because we have a very good relationship with Kappa.

"They've been unfortunate and perhaps they have been let down at various stages which has delayed it.

"But, whatever the reasons are, the whole thing's a shame because I think we've got two great shirts, probably the best pair of home and away ones we've ever produced."

Kappa have successfully manufactured Rovers' first team kit for the last two seasons and they unveiled two new designs for both the home and away strip earlier in the summer.

Initially, they had hoped to have replica versions available in shops before the club's pre-season friendly with Lazio last Friday.

But they have since encountered a number of problems in production which means it could be next month now before fans get the opportunity to get their hands on it.

"As things stand, we are not talking about major delays. They should be available by the end of August or early September at the latest," said Williams.

"So I'd ask people to stick with us because they are both well on their way and I hope our fans will buy them because I think they'll look really good in them -- they are two good shirts."

Pauline Perkins, of Blackburn Rovers Supporters Association, added: "It's not ideal because everyone was looking forward to having the new shirts for today.

"Children will obviously want them for birthday presents and things like that so I think the club have been badly let down."