Snazzy satchels made in Leicester will be slung over the shoulder of Hollyoaks' newest kid on the block.

Handbags made by Zatchels have been chosen as part of the wardrobe for a new character set to join the cast of the Channel 4 soap in March.

Staff at the company, based in Charter Street, Leicester, said they were "over the moon" their Zatchels will be hitting the small screen and hoped it would lead to an increase in sales.

Director Brian Brady said: "It is astounding we have become so popular that this kind of thing is happening."

He started manufacturing Zatchels 10 months ago with business partner Dean Clarke and is expecting to rake in £3 million in sales by April.

Brian said: "We were over the moon when we heard about it.

"Our success is obviously great for us but it is also great for Leicester, too, really putting it on the map.

"We always hoped we would do well but things have really exceeded our expectations.

"We do not know an awful lot about the Hollyoaks character but we are really happy she will by wearing our bags.

"Whenever we get featured anywhere – a magazine, a blog, or a celeb gets papped wearing our bags – we do see a spike in sales, so we are looking forward to seeing the effect of the Hollyoaks appearances."

It will be new character George, a fashion student at Hollyoaks Community College, who will be wearing Zatchels as part of her costume when she hits screens in March.

The bags were chosen by stylist Charlotte Adsett, who arranges the clothes for the younger members of cast, after she spotted them at a trade fair in London last year.

George will be wearing the multi-coloured "Signature Kaleidoscope Satchel" which costs between £97 and £112, depending on size.

Cristie Herbert, who handles PR for Zatchels, said: "The Signature Kaleidoscope satchel is just the first one George will be wearing, as the stylists requested quite a number of bags from us for her. She is set to be a really stylish character – a bit of a fashion icon – so we could not be happier. It will help us appeal to a young and fashionable audience."

This will not be the first time Zatchels have been seen on the shoulder of a celeb.

"X Factor judge Kelly Rowland requested quite a few bags," said Cristie.

"She liked the metallics range and got the cobalt blue one.

"She then gave one each to the girl contestants she was mentoring – including Misha B.

"The Saturdays have got two each and the Made in Chelsea girls are also big fans.

"As for the boys, the guys from McFly have got some. They have gone for the more masculine style ones, of course.

"Our most famous fan is probably singer Jessie J who has been spotted quite a few times with our metallic union jack bag."

www.zatchels.com